Examining the Impact of Online Brand Experience and E-Service Quality on E-Loyalty and Brand Image

Abstract

In the highly competitive digital marketplace, the relation between online brand experience and e-service quality is important in influencing e-loyalty and brand image. This research investigates how various factors influence consumer perceptions and behaviors within the e-commerce industry. Focusing on online shoppers in Türkiye, data was gathered from 423 respondents via a Google survey using convenience sampling. To evaluate the research model, factor and regression analyses were employed, categorizing the variables into four main dimensions: online brand experience, e-service quality, e-loyalty, and brand image. The results reveal that online shopping experiences have a positive impact on both brand image and e-loyalty, with consumers emphasizing the importance of speed, accessibility, and precise search functions in their online shopping encounters. Additionally, e-service quality was shown to significantly enhance both brand image and e-loyalty. By providing a detailed framework that highlights the interactions between these factors, this study offers valuable comprehension for marketers and brands aiming to foster stronger customer relationships and boost brand equity in a digital-centric landscape. Moreover, the findings present practical recommendations for culturally sensitive marketing strategies, balancing authenticity with modern consumer expectations.