The influence of online customer experience on e-satisfaction, eWOM, and repurchase intention: An investigation of on-demand logistics in Thailand
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Abstract
This study aims to study the online customer experience variables and the impact on electronic satisfaction, electronic word of mouth (eWOM), and repurchase intention in the context of on-demand logistics services in Thailand. Moreover, this research is also aimed at describing the study of mediating variables such as e-satisfaction toward dependent variables such as eWOM and repurchase intention. On-demand logistics through electronic services platforms such as food delivery and/ or ride-hailing transportation prioritize the platform user experiences influence consumer behavior. This research developed and presented a conceptual model. The model was analyzed using structural equation modeling (SEM) from a survey of a population, such as experienced users. The sample group consisted of 537 experience users who answered the questionnaire for collecting, assessing, and analyzing data. The results confirm that overall customer experience has a significant direct effect on e-satisfaction. Furthermore, e-satisfaction has a direct impact on eWOM and repurchase intention. Moreover, e-satisfaction is a perfect mediation that influences eWOM and repurchase intention. The obtained result is derived from the indirect effect, which is measured through the non-parametric bootstrapping method. The summary of this research can be used to improve marketing strategies and extend their online service channels and post-purchase services.
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