Study on the Relationship Between Customer’s Post Purchase Experience and Customer Retention

Abstract

In today's intensely competitive business world, it is becoming more difficult for companies to retain customers. Customers now have more alternatives than ever thanks to the convenience of online purchasing and the expansion of e-commerce.. To stand out from the competition in this market and promote repeat business, businesses must concentrate on developing a satisfying post-purchase experience. Businesses now place a high priority on doing research into how customer emotions like pleasure, trust, and loyalty affect the link between the post-purchase experience and customer retention. The term "post-purchase experience" describes the customer's experience following a purchase, including the product's or service's delivery, any customer service contacts, and any further communications from the business. The aim of this research is to examine the impact of customer emotions on the relationship between post-purchase experience and customer retention. Specifically, the research will explore the role of customer satisfaction, trust, and loyalty in fostering customer retention after a positive post-purchase experience. The research will also investigate the impact of negative emotions such as dissatisfaction and distrust on customer retention following a negative post purchase experience.