Customer experience and customer loyalty: The mediating role of customer engagement

Hasanah, Siti Rukmana

Journal of Management and Business Insight
Vol. 3 No. 2 (2025)

Purpose-Competition among e-commerce platforms in Indonesia is becoming increasingly fierce, resulting in a more dynamic market and making it easier for customers to switch platforms. This is certainly a serious problem for every service provider, including Shopee, in terms of customer behavior and loyalty. This study aims to determine the effect of customer experience on customer loyalty through customer engagement as a mediating variable. Positive customer experiences with Shopee will increase customer loyalty. Shopee also needs to strengthen customer engagement through active and continuous interaction with users. Methodology-The sample for this study consisted of 106 Shopee users throughout Indonesia. The questionnaire was distributed online using a 5 Likert scale. The data obtained was then processed using Smart PLS version 4. The tests used in this study were validity, reliability, and hypothesis tests. Findings-This study found that customer experience has a positive effect on customer loyalty. Customer experience has a positive effect on customer engagement. Customer engagement has a positive effect on customer loyalty. Customer engagement influences the positive relationship between customer experience and customer loyalty. Finally, this study found that customer engagement acts as a partial mediator. Research Limitations-This study has several limitations. First, the study only focuses on Shopee users, so it cannot represent users of other e-commerce platforms. This study also has a small sample size and cannot represent all Shopee users in Indonesia. Further research could increase the number of respondents and try out research models in different contexts to gain a more comprehensive understanding. Furthermore, the variables in this study do not include all variables that may predict customer loyalty, so further research can add other variables such as customer experience, customer satisfaction, service quality, and perceived value. Novelty-This study is expected to contribute to the e-commerce sector in comprehensively considering customer experience. The findings of this study indicate that customer experience management needs to be optimized to build strong customer engagement. By maintaining strong customer engagement, companies have the potential to increase sustainable and long-term customer loyalty.