Authors : Seyed Mohammadbagher Jafari, Mehrdad Forouzandeh, Seyed Alimohammad Ghazvini, Nousha Safahani and Mahdi Moslehi
Abstract: Customers’ satisfaction and loyalty are considered to be among the most important and key factors for business success. As a result of investigating and studying the relations between brand and customer, the ultimate goal of many companies is to create sustainable and profitable relations with their customers because such desirable and firm relations have advantages such as creating obstacles for competitors to enter the market, decreasing the sensitivity toward price increases, decreasing the marketing costs, increasing the market shares and positive word-of-mouth advertising and they can help the company to reach its goals. The recent study has been performed to investigate the impact of online brand experience on customer’s satisfaction and loyalty. To do this, a random statistical sample consisting of 200 customers of online website for selling “My” brand cosmetics was selected and the data were collected using questionnaires. Also, SPSS 18 and AMOS 20 were used for analyzing the data and testing the hypotheses. The results of the study demonstrates that online brand experience has a positive and significant effect on customer’s satisfaction and consequently on his/her loyalty.
Seyed Mohammadbagher Jafari, Mehrdad Forouzandeh, Seyed Alimohammad Ghazvini, Nousha Safahani and Mahdi Moslehi, 2016. The Impact of Online Brand Experience on Customer’s Satisfaction and Loyalty. International Business Management, 10: 599-603.