| Abstract [eng] |
Positive consumer experience and customer loyalty are very important goals for the company's performance and potential competitive advantage. The impact of consumer experience on consumer loyalty is explored through the dimensions of consumer experience: cognitive, positive and negative affective, sensory and social. The impact of consumer experience on consumer loyalty may vary from one sales channel to another, so it is appropriate to determine how consumer experience affects consumer loyalty in different sales channels. Research on the impact of consumer experience on consumer loyalty is explored in different contexts, evaluating different dimensions of consumer experience and formulating different research instruments and measurement scales. For this reason, the lack of systematic and consistent research leads to the following problematic questions: What impact does consumer experience have on consumer loyalty? Which dimensions of consumer experience has the strongest affect on consumer loyalty? How does the impact of consumer experience dimensions change on consumer loyalty in physical and virtual channels? The object of master thesis the impact of consumer experience on consumer loyalty in the case of a physical and virtual channel. The aim of master thesis theoretically and empirically justify the impact of consumer experience on consumer loyalty in the case of physical and virtual channels. After a theoretical analysis, a conceptual research model and an empirical study, it was found that the positive affective and social dimensions of consumer experience have the greatest positive impact on consumer loyalty through the physical channel. Cognitive and sensory dimensions of consumer experience have the greatest positive impact on consumer loyalty in the virtual channel. The positive emotional and social dimensions of consumer experience have the greatest positive impact on consumer loyalty through sales channels. Negative emotional experience negatively affects consumer loyalty in the physical channel. The link between consumer experience and consumer loyalty varies depending on the sales channel. This means that different consumer experience in the physical and virtual channel can lead to different consumer loyalty. The overall construct of consumer experience has a positive impact on the dimensions of consumer loyalty: attitude and behavioral. The most positive impact on the attitude dimension of consumer loyalty consumer experience has in the physical channel. The consumer experience has a significant positive impact on the behavioral dimension of consumer loyalty in both channels. |
