The Ties that Quandary: Does Customer Experience Translate Into Customer Retention in an Online Shopping Context?


  • Faheem Ahmad Khan Assistant Professor, Department of Management Sciences, COMSATS University Islamabad, Wah Cantt, Pakistan
  • Muhammad Umer Quddoos Assistant Professor, Department of Commerce, Bahauddin Zakariya University, Multan, PAkistan
  • Arslan Ahmad Siddiqi General Manager, Institute of Industrial and Control System, Karachi, Pakistan
  • Muhammad Adeel MS Scholar, Department of Commerce & Finance, Government College University, Lahore, Pakistan



Customer Experience, Customer Retention, Customer Loyalty, Customer Satisfaction


Purpose: This research aims to supplement the existing knowledge in the realm of customer experience and its effect on customer’s retention in the online shopping context, as earlier readings advocate that there is vagueness in the measurement of direct effects of customer’s experience and retention.

Design/Methodology/Approach: A research model was developed based on the SOR and CRM models. Data were acquired from a sample of 350 respondents. Non-probability sampling is used for this research and respondents are individuals who prefer online purchases of clothes through brands' websites. Statistical Package for the Social Sciences (SPSS) version 22.0 and Analysis of Moment Structure (AMOS) version 22.0 were used for the data analysis.

Findings: The study shows that customer experience has a significant effect on loyalty. The research is constructed in the context of an online platform. Also, experience has a significant impact on satisfaction. Customer satisfaction has an impact on retention. Based on the results, it could easily be found that satisfaction translates into its effects on retention. Lastly, satisfaction and loyalty mediate the relationship between experience and retention.  

Implications/Originality/Value: The findings of the study led to three potential practical implications. First, companies must invest significant efforts in customer relationship management. Firms and managers focus on the customer’s experiences in the context of digital platforms. Second, a manager needs to understand the importance of customer relationship management techniques to enhance the retention rate. Third and last, customer’s loyalty and satisfaction plays an important role in disseminating the effects of experience on retention. is another important strategy to enhance employees’ performance at work.


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How to Cite

Khan, . F. A. ., Quddoos, M. U. ., Siddiqi, A. A. ., & Adeel, M. . (2024). The Ties that Quandary: Does Customer Experience Translate Into Customer Retention in an Online Shopping Context?. Pakistan Journal of Social Sciences, 44(1), 9-24.