Impact of Customer Experience on Satisfaction and Loyalty in Retail

In the last decade, the retail sector has faced many difficulties in the industry: high competition, the rapid development of online retail, and complicated consumer behavior, therefore, companies are forced to look for new ways to conquer and retain their customers. Today, consumers in the search for not only the qualitative provision of services or goods but also a unique experience of interaction with companies that will affect their emotions and feelings so management and analysis of consumer experience is a necessity for companies. According to researchers, management and the formation of memorable consumer experience by companies which customers are willing to pay for in the future, will increase loyalty and become a factor of a competitive advantage which ultimately will ensure the financial success of the company. Thus, the research question of this dissertation is how consumer experience of Zara customers influences loyalty and satisfaction to Zara stores. Using factor and regression analysis, it was possible to prove that positive consumer experience in retail can increase loyalty and customer satisfaction. Retailers need to create value for their customers in the form of emotions and impressions that they can acquire in the shopping process because this component of consumer experience showed the greatest impact on behavioral marketing indicators.