The Influence of Customer Experience on Customer Loyalty in Retailing (the Case of Zara Fashion Brand)

Student: Akimova Elena

Educational Programme: Marketing (Master)

Final Grade: 9

Year of Graduation: 2016

Nowadays, when there is a great diversity of products and services on the market, companies’ first priority is to differentiate from the competition. However, it is no longer enough just to offer a quality product or ideal service to attract new customers or retain old ones. Now customers demand more than that, they look for experience. This thesis is focused on the concept of customer experience and its influence on brand loyalty in fashion retailing. The results of empirical research showed that positive customer experience is positively associated with repurchase intention and Net Promoter Score. Moreover, factors that have most impact on brand loyalty were identified.

Full text (added May 22, 2016)

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