International Journal of Commerce and Finance, Vol. 7, Issue 1, 2020, 92-108 92 THE ROLE OF CUSTOMER EXPERIENCE FOR RE-VISIT AND PURCHASE INTENTION: A CASE STUDY OF AMAZON Gökhan MERİÇ Istanbul Commerce University, Turkey Figen YILDIRIM Istanbul Commerce University, Turkey Received: February 13, 2021 Accepted: March 15, 2021 Published: May 01, 2021 Abstract In this study, it is aimed to examine the relationship between customer experience and re-visit intention, and purchase intention in e- commerce sites in the example of amazon.com.tr. The questionnaire form prepared to collect data within the scope of the research was shared on the internet. Descriptive statistical analysis and regression analysis were performed with the data obtained from 358 participants who answered the questionnaire. As a result of the analysis, it was found that customer experience has significant effects on purchase intention and re-visit intention, as well as purchase intention on re-visit intention. Keywords: Customer Experience, Revisit Intention, Purchase Intention 1. Introduction For every company that wants to maintain its market share and competitiveness, it is more important to focus on the experience the customer has acquired throughout the entire shopping rather than selling products or services. For this reason, experiences become a critical component of the product or service purchased. Customer experience includes a service or product experience that begins with the customer's decision to purchase the product or service and continues until the service or product is delivered (Berry et al., 2002). Customers find “successful experiences” unique, memorable and sustainable (Pine and Gilmore, 1998). Higher customer experience results in more frequent shopping visits, larger budget shares and higher profits (Kamaladevi, 2010). Kim et al. (2016) state that consumers are willing to pay a high price not only for a premium quality product, but also for an exceptional and prestigious experience. Kotler (2010) stated that a positive customer experience will increase the willingness of consumers to shop and repurchase online. Ibsan et al. (2016) stated in their study that a positive relationship was found between positive experience and repurchase tendency. In this study, it is aimed to examine the relationship between customer experience, re-visit intention and purchase intention in e-commerce sites in the example of amazon.com.tr. There are limited studies in the literature that examine the effect of customer experience on purchase intention. It can be said that there is almost no study examining the relationship between customer experience and re-visit intention. A very limited number of studies that examined the mentioned relationship were examined within the scope of the intention of revisiting to a physical place such as a hotel, restaurant, vacation place. Consequently, it is considered that the importance of this study is to contribute to the gap in the literature with this study, which examines the intention of revisiting the e-commerce site. 2. Literature 2.1. Customer Experience 2.1.1 Customer Experience Consept A customer is defined as the purchaser of a good, service, product or idea in exchange for a monetary or other valuable consideration (Kendall, 2007). As Boydrick (1996) states, one of the most important goals of businesses is In te rn a ti o n a l Jo u rn a l o f C o m m e rc e a n d F in a n c e In te rn a ti o n a l Jo u rn a l o f C o m m e rc e a n d F in a n c e In te rn a ti o n a l Jo u rn a l o f C o m m e rc e a n d F in a n c e The Role of Customer Experience For Re-Visit and Purchase Intention: A Case Study of Amazon 93 to increase their profits and make their profits sustainable. For this purpose, businesses improve their relations with their customers, increase their customers' experience and create brand loyalty. For Diller et al. (2005), an experience can simply be defined as a feeling of change. Experience is any process that is recognized and involved in its realization. Palmer (2010) suggests that experience includes progress over time, expectation, emotional involvement, and "a uniqueness that makes an activity different from the ordinary". In marketing, the concept of experience is defined from a different perspective. Palmer's (2010) understanding of experience is a learned result associated with predictable behavior. Experience is the transformation of products into consumer perceived value. Experiences provide sensory, emotional, cognitive, behavioral, and relational values that replace functional values. Individuals' personal experiences with brands completely shape their perceptions and affect their feelings about the brand. These experiences define their thoughts, attitudes, behaviors towards brands and the value they add to life. Joseph (2010) expresses this as the "experience effect". The essence of good marketing is to create a consistent brand experience in every consumer interaction. Due to the increasing growth in online transactions, the online customer experience is becoming an important concept. The cognitive and affective experience acquired by the customer during his/her stay on the site creates perception in the customer and takes place in his/her memory. Cognitive experience is defined as a concept "linked to thinking or conscious mental processes". Emotional experience is expressed as a concept that includes the emotional system of the person through the formation of moods, feelings and emotions (Rose et al., 2012). 2.1.2. The Importance of Customer Experience Crosby and Masland (2009) emphasize that institutions which successfully differentiated by serving an extraordinary and catchy customer experience, place in the senses, mind and emotions. According to Palmer (2010), it is not the products people really desire, but satisfying experiences. People want goods because they, indeed, want the experience that they think these goods will provide. Firms can no longer compete to deliver value only through their core products; instead, they must create long-term, emotional bonds with their customers through the co-creation of a resonant, coherent, authentic and sensually stimulating total customer experience (Bitner et al., 2008). Contrary to popular belief, loyal customers arise from feelings about the total customer experience rather than rational thoughts about a company's products and services (Berry and Carbone, 2007). Noci et al. (2007) state that customer experience plays a fundamental role in determining customers' preferences, and this affects their purchasing decisions. Providing attractive customer experiences is also seen as an important factor influencing customer loyalty, because customers are more likely to repeat purchases and carry them word of mouth when they have a good experience (Badgett at al., 2007). Thus, the success of the business lies not only in the perceived increasing value of its products and services, but also in the perceived value of the experience the business provides to its customers (Moore, 2002). As a result, “customer experience” is a critical concept for organizations to create loyalty to brands, channels and services (Badgett at al., 2007) and create long-term competitive advantage (Shaw and Ivens, 2005). 2.2. Purchase Intention Purchasing intention is defined by Spears and Singh (2004) as "the conscious plan of an individual to make an effort to buy a brand". The purchasing decision process is a complex process and the purchase intention is an important component in the alternative evaluation phase of this process (Kotler and Armstrong, 2004). The online purchase intention is derived from the purchase intention (Close and Kukar-Kinney, 2010). According to Dodds et al. (1991), purchasing intention refers to customers' willingness to buy. Meskaran et al. (2013) states that purchasing intention occurs when customers are ready to purchase online. Similarly, Ariffin et al. (2018) defined online purchasing intention as the consumers' desire to purchase products and services over the internet. 2.3. Re-visit Intention Çavuşoğlu and Bilginer (2018) define re-visit intention as an individual's decision to repurchase the product / service previously purchased by evaluating the current and possible conditions. Retaining customers by allowing them to visit again is a key feature for the profitability of businesses (Noyan and Şimsek, 2012). Gökhan MERİÇ & Figen YILDIRIM 94 Understanding the difference between pre-purchase and post-purchase will contribute to a better understanding of the concept of re-visit intention (Kim and Lough, 2007). While external factors such as price, brand image and communication have a higher effect on customers before purchasing, these external factors lose their effect after purchasing (Patterson and Spreng, 1997). In other words, consumers will build their purchasing decisions on their own satisfaction assessments after purchasing (Kim and Lough, 2007). 2.4. Empirical Literature There are studies in the literature that examine the relationships between the variables of our research, experience, purchase intention and repeat visit intention. The findings of some of these studies are presented below. In the study conducted by Keskin, Sezen and Dağ (2020) with 350 tourists visiting Cappadocia, it is reported that the experience of the participants has a positive and significant effects on their satisfaction and their satisfaction on their re-visit intention. In another study conducted by Ahsanah and Artanti (2020) with 220 participants, it is stated that the unforgettable tourism experience has a positive and significant effect on re-visit intention. Çavuşoğlu (2019) also found in his study with 819 participants who visited green hotels in Turkey that customer experience has a positive and significant effect on experiential value, experiential value has a positive and significant effect on attitude towards green behavior and attitude towards green behavior has a positive and significant effect on revisit intention. In the study conducted by Situmorang, Rini and Sembiring (2020) with 135 participants who visited the habitat park, it was reported that the customer experience had a positive and significant effect on customer satisfaction and re - visit intention. Similarly, Oğuz and Timur (2020) reported that there were positive and significant effects among the variables mentioned in their study in which the relationships between customer experience, satisfaction, and repeat visit intention were examined specifically for Theme Park. In the study conducted by Sever and Girgin (2019) with 500 local and foreign tourists visiting Istanbul, it was reported that the restaurant experiences of the participants had a positive and significant effect on restaurant satisfaction and restaurant satisfaction on the intention to visit again. It is stated that customers' feeling of satisfaction with the service provides them with confidence in the business from which they purchased the service (Naghizadeh, 2019) and affects their intention to buy the same service again (Javed & Wu, 2019). As a result of the research conducted with 199 participants by Uz and Mutlu (2020), it was reported that the brand experience had a positive and significant effect on the purchase intention. Barber et al. (2012) revealed that past experiences affect the purchasing intention of the consumer. It is stated that the features of the website where online shopping is made have an effect on the purchase intention (Mallapragada et al., 2016). Shergill and Chen (2005) emphasizes that the design of the website also affects the online purchasing decision. According to Hausman and Siekpe (2009) the design of the website has a critical role in turning online visitors into real customers. A successful website design can provide sufficient information to customers and positively affect the purchasing decision (Siau & Zixing, 2003). In the literature, empirical studies which conclude that there is a positive relationship between purchase intention and security / privacy factors (Aghekyan-Simonian et al., 2012) and graphic / content quality (Bai et al., 2008) are encountered. Sa and Tahir (2009) put forward website design, trust, empathy, perceived risk, information quality and usability as factors that show the quality of a website and stated that these factors have positive effects on purchase intention according to the results of their research. In the studies mentioned below, it is seen that there are positive and significant relationships between experience, purchase intention and re-visit intention. The Role of Customer Experience For Re-Visit and Purchase Intention: A Case Study of Amazon 95 3. The Methodology of the Study 3.1. Model and Hypotheses In this study, the effect of customer experience on purchase intention and re-visit intention, as well as purchase intention on re-visit intention was investigated. The research model developed in this context is presented in Figure 1. Figure 1. Research Model The hypotheses developed in the context of the theoretical framework and the relationships between variables discussed in the second part of the study are presented below. H1: Customer experience has a positive and significant effect on purchase intention. H2: Customer experience has a positive and significant effect on re-visit intention. H3: Purchase intention has a positive and significant effect on re-visit intention. 3.2. Data Collection and Analysis Method Data was collected using an online survey to measure the customer experience, purchase intention and re-visit intention of the participants. The questionnaire was open to the access of the participants between 20.12.2020- 18.01.2021, and 358 participants filled the questionnaire during this period. The collected data were analyzed with the SPSS program. 3.3. Measuring Tools The questionnaire form of the study consists of four parts. The scales were prepared in five-point Likert type as "1 = strongly disagree" and "5 = strongly agree". The first part consists of questions about demographic information. Second part of the questionnaire form consists of Customer Experience Scale adapted from Sönmezay's (2019) study. This scale, consists of 16 items and includes four dimensions: security (α = 0.818), interface (α = 0.876), image (α = 0.773) and trust (α = 0.789). In the third part, the Re-Visit Intention Scale adapted from the study of Han and Kim (2010) was used. The reliability coefficient of the scale, which consists of 3 questions and one dimension, was expressed as α = 0.850. Finally in the fourth part, the "Purchase Intention Scale" adapted from the study of Chang and Chen (2008) was used. The reliability coefficient of the scale, which consists of 3 questions and one dimension, was expressed as α = 0.903. 3.4. Findings 3.4.1. Reliability Analysis Cronbach's Alpha (α) values calculated to test the reliability of the scales used in the study are presented in Table 1. According to the results, it can be stated that the scales used in the study are reliable, as it is seen that all of them are greater than 0.70. Table 1. Reliability Analysis Results Scale Cronbach Alfa Gökhan MERİÇ & Figen YILDIRIM 96 Customer Experience Scale (CES) 0,924 CES Security Dimension 0,871 CES Interface Dimension 0,854 CES Image Dimension 0,823 CES Trust Dimension 0,925 Re-Visit Intention Scale 0,912 Purchase Intention Scale 0,903 3.4.2. Validity Analysis In order to perform the validity analysis of the scales used in the study, firstly, Kaiser Meyer Olkin (KMO) and Bartlett Sphericity tests were conducted to determine whether the data collected in the study were suitable for confirmatory factor analysis. In order to express that the data are suitable for confirmatory factor analysis, the KMO value must be greater than 0.5 and the Barlett Sphericity test must be significant. Subsequently, confirmatory factor analysis was carried out in order to test the validity of the scales used in the study. Finally, the ability of the scales to meet the acceptance requirement of the goodness of fit (GoF) values was examined (Gürbüz and Şahin, 2014). Customer experience scale confirmatory factor analysis results are presented in Table 2. When the analysis results are examined, it is seen that the factor loadings of the items collected under four factors vary between 0.4626 and 0.9761, and all GoF criteria are acceptable. As a result, it has been confirmed that the 16-item and four-factor structure of the customer experience scale is consistent with the data collected from the sample. Table 2. Customer Experience Scale Confirmatory Factor Analysis Results Factor Item Factor Loading Pre-test and Post-test Results Security Item1 0,6879 Pre Test Kaiser Meyer Olkin Test : KMO=0,921 Barlett Sphericity Test : p=0,000 Post-Test χ2/df: 2,332 Tucker-Lewis Index (TLI): 0,960 Comparative Fit Index (CFI): 0,971 RMSEA: 0,061 Item2 0,6203 Item3 0,6758 Item4 0,9229 Interface Item5 0,9761 Item6 0,6110 Item7 0,7902 Item8 0,4626 Item9 0,5349 Image Item10 0,8375 Item11 0,5045 Item12 0,5942 Trust Item13 0,6805 Item14 0,7437 Item15 0,6893 Item16 0,7671 The re-visit intention scale confirmatory factor analysis results are presented in Table 3. When the analysis results are examined, it is seen that the factor loads of the items collected under a single factor vary between 0.8452 and 0.9076, and all GoF criteria are acceptable. As a result, it was confirmed that the 3-item and single-factor structure of the re- visit scale was consistent with the data collected from the sample. Table 3. Re-Visit Intention Scale Confirmatory Factor Analysis Results Item Factor Loading Pre-test and Post-test Results Item1 0,9076 Pre Test Kaiser Meyer Olkin Test : KMO=0,754 Barlett Sphericity Test : p=0,000 Post-Test χ2/df: 0,001 Item2 0,8919 The Role of Customer Experience For Re-Visit and Purchase Intention: A Case Study of Amazon 97 Item3 0,8452 Tucker-Lewis Index (TLI): 0,999 Comparative Fit Index (CFI): 0,999 RMSEA: 0,001 The results of the confirmatory factor analysis of the purchase intention scale are presented in Table 4. When the factor analysis results of the purchase intention scale in Table 4 are examined, it is seen that the factor loads of the items collected under a single factor vary between 0.8478 and 0.8903 and all GoF criteria are acceptable. As a result, it was confirmed that the 3-item and one-factor structure of the purchase intention scale was compatible with the data collected from the sample. Table 4. Purchase Intention Scale Confirmatory Factor Analysis Results Item Factor Loading Pre-test and Post-test Results Item1 0,8903 Pre Test Kaiser Meyer Olkin Test : KMO=0,753 Barlett Sphericity Test : p=0,000 Post-Test χ2/df: 0,001 Tucker-Lewis Index (TLI): 0,999 Comparative Fit Index (CFI): 0,999 RMSEA: 0,001 Item2 0,8731 Item3 0,8478 3.4.3. Demographic Statistics The distribution of the participants by demographic variables is presented in Table 5. Table 5. Demographic Descriptive Statistics Variable Groups N % Gender Female 144 40,22 Male 214 59,78 Age 17 and below 5 1,40 18-24 49 13,69 25-34 139 38,83 35-44 90 25,14 45-54 60 16,76 55-64 13 3,63 65 and above 2 0,56 Education Level Primary education 4 1,12 High school 31 8,66 Junior College 32 8,94 Undergraduate 193 53,91 Post Graduate 79 22,07 Doctorate 19 5,31 Income 0-999 TL 38 10,61 1000-1999 TL 12 3,35 2000-2999 TL 35 9,78 3000-3999 TL 39 10,89 4000-4999 TL 41 11,45 5000 TL and above 193 53,91 3.4.4. Descriptive Statistics of the Scales Descriptive values of the responses given to the scales used in the study are presented in Table 6. Gökhan MERİÇ & Figen YILDIRIM 98 Table 6. Descriptive Statistics of the Scales 3.4.5. Correlation Analysis Pearson correlation coefficients are calculated and presented in Table 7 in order to determine the relationships between the variables examined in the study. Table 7. Correlation Analysis Results Variable Customer Experience Re-Visit Intention Security Interface Image Trust CES Interface Dimension 0,358** CES Image Dimension 0,640** 0,460** CES Trust Dimension 0,744** 0,412** 0,787** Re-Visit Intention 0,566** 0,484** 0,702** 0,687** Purchase Intention 0,609** 0,434** 0,695** 0,687** 0,868** * p<0,05; ** p<0,01 When Table 7 is examined, it is seen that all variables are in positive and meaningful relationships with each other. In addition, it is seen that the strongest relationship is between purchase intention and re-visit intention (r = 0.868; p <0.01), the weakest relationship is between customer experience interface dimension and customer experience security dimension (r = 0.358; p <0.01). 3.4.6. Hypothesis Tests The H1 hypothesis of the study was created to examine the effect of customer experience on purchase intention. In this context, the results of the regression analysis in which customer experience dimensions are independent variables and purchase intention are dependent variables are presented in Table 8. Table 8. The Effect of Customer Experience on Purhase Intention Independent Variable: Customer Experience Dependent Variable: Purhase Intention VIF 1/VIF β t p F Adj.R2 P Security Dimension 0,190 3,06 0,002 111,44 0,55 0,000 2,29 0,437 Scale Mean sd Min. Max. Customer Experience Scale (CES) 3,640 0,607 1,562 5 CES Security Dimension 3,680 0,723 1,5 5 CES Interface Dimension 3,486 0,757 1 5 CES Image Dimension 3,662 0,751 1,333 5 CES Trust Dimension 3,776 0,759 1,25 5 Re-Visit Intention Scale 3,619 0,900 1 5 Purchase Intention Scale 3,732 0,839 1 5 The Role of Customer Experience For Re-Visit and Purchase Intention: A Case Study of Amazon 99 Interface Dimension 0,128 2,89 0,004 1,28 0,779 Image Dimension 0,381 5,74 0,000 2,82 0,354 Trust Dimension 0,274 3,74 0,000 3,54 0,282 When Table 8 is analyzed, it is seen that all dimensions of customer experience have positive and significant effects on purchase intention (F=111.44; p<0.01), besides, the model explains 55% of the variance in purchase intention. Accordingly, security dimension (β=0.190; p <0.01), interface dimension (β=0.128; p<0.01), image dimension (β=0.381; p<0.01) and trust dimension (β=0.274; p <0.01) have effects on purchasing intention. In addition, it is seen that there is no multicollinearity problem between variables (VIF<10; 1/VIF>0.2). As a result, the H1 hypothesis was accepted. The H2 hypothesis of the research was created to examine the effect of customer experience on re-visit intention. In this context, the results of the regression analysis in which customer experience dimensions are independent variables and re-visit intention is a dependent variable are presented in Table 9. Table 9. The Effect of Customer Experience on Re-Visit Intention Independent Variable: Customer Experience Dependent Variable: Re-Visit Intention VIF 1/VIF β t p F Adj.R2 P Security Dimension 0,073 1,12 0,265 116,18 0,56 0,000 2,29 0,437 Interface Dimension 0,214 4,57 0,000 1,28 0,779 Image Dimension 0,420 5,98 0,000 2,82 0,354 Trust Dimension 0,345 4,44 0,000 3,54 0,282 When Table 9 is examined, all dimensions of the customer experience except security dimension (β=0.073; p> 0.05) have positive and significant effects on re-visit intention (F=116.18; p<0.01), besides it is seen that it explains 56% of the variance in the re-visit intention. Accordingly, interface dimension (β=0.214; p<0.01), image dimension (β=0.420; p<0.01) and trust dimension (β=0.345; p<0.01) have effects on re-visit intention. In addition, it is observed that there is no multicollinearity problem between variables (VIF<10; 1/VIF>0.2). As a result, the H2 hypothesis was partially accepted. The H3 hypothesis of the research was created to examine the effect of purchase intention on re-visit intention. The results of the regression analysis carried out in this context are presented in Table 10. Table 10. The Effect of Purchase Intention on Re-Visit Intention Independent Variable Dependent Variable: Re-Visit Intention β t p F Adj.R2 Purchase Intention 0,930 32,97 0,000 1087,19 0,75 When Table 10 is examined, it is seen that purchase intention has a positive and significant effect on repeat visit intention (F=1087.19; p<0.01), besides, the model explains 75% of the variance re-visit intention. Accordingly, Gökhan MERİÇ & Figen YILDIRIM 100 purchase intention has an effect (β=0.930; p<0.01) on repeat visit intention. As a result, the H3 hypothesis was accepted. 4. Conclusion Within the scope of the study, as a result of the regression analysis conducted to examine the relationships between variables, it was concluded that the customer experience has positive and significant effects on the purchase intention and re-visit intention, and the purchase intention on the re-visit intention as well. According to these results, it can be said that as the level of positive customer experience increases, the level of re-visit intention and purchase intention will also increase. In addition, it can be stated that the increase in purchase intention also leads to an increase in the re-visit intention. Under the title of “2.4.Empirical Literature” of our study, examples of other studies that examined the relationships between customer experience, purchase intention and re-visit intention were given, and it was stated that positive relationships found between these variables in these studies. So, it can be stated that our study, which is found positive and significant relationships among these variables, is in accordance with other studies in the literature. While the relationships between research variables are examined in the context of traditional commerce in other studies, the examination of these relations in the context of e-commerce in our study constitutes a different aspect of our study. In particular, the variable of re-visit has been addressed for traditional commercial venues such as hotels and restaurants in other studies, while in our study it has been examined for an e-commerce website. In addition to the literature and previous study results, the results of this study also shows that the customer experience provided by online shopping sites has significant effects on the re-visit intention and purchase intention of the users. The customer experience for online shopping develops on the features such as the security and ease of use of the website. In addition to the design and features of the website, it is stated that the information and services provided by the relevant company to customers before, during and after sales have an impact on the customer experience. In this context, it is considered that it would be beneficial for online shopping site managers who want to gain competitive advantage and increase their profitability to design their websites as specified in the literature. In addition, it is considered that it would be beneficial for online shopping companies that want to bring the customer experience to a "great" level, to reconsider the information and services they offer to their customers before, during and after sales in the context of customer experience management. There are also suggestions for researchers within the scope of the study. This study was conducted with data collected from participants in Istanbul province. It is important to conduct the study in a different sample in order to generalize the results obtained. In addition, there are different scales in the literature to determine the levels of customer experience, purchase intention and re-visit intention. Scales other than those used in this study can also be used in another study. In addition, this study examined the effect of customer experience on purchase intention and re-visit intention, as well as the effect of purchase intention on re-visit intention. In a different study, different variables that might have an effect on purchase intention and re-visit intention can be examined, or more explanatory results can be obtained by adding different variables to the model of this study. It is also considered that a different study with a model that includes a mediator or moderator effect can achieve meaningful results. In addition, different from this cross-sectional study, a longitudinal study can be conducted. Finally, in another study it can be examined if these variables differ according to demographic variables of the participants. References: Abbott, L. (1955). Quality and competition: An essay in economic theory. New York: Columbia University Press. Ahsanah, U., & Artanti, Y. (2021). The role of memorable tourism experiences in the relation between city image and visitor engagement toward re-visit intention to Yogyakarta city. Jurnal Manajemen Bisnis, 12(1), 56-70. Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.) (11–39). The Role of Customer Experience For Re-Visit and Purchase Intention: A Case Study of Amazon 101 Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888–918. Aghekyan-Simonian, M., Forsythe, S., Kwon, W. S., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325-331. Ariffin, S., Mohan , T., & Goh, Y.N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive, 309-327. Badgett, M., Boyce, M. S., & Kleinberger, H. (2007). Turning Shoppers into Advocates. IBM Institute for Business Value. Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International Journal of Hospitality Management, 27(3), 391-402. Bailor, C. (2007). Buying into the customer experience. CRM Magazine, 11(6), 15. Bagozzi, R. P., Tybout, A. M., Craig, C. S., & Sternthal, B. (1979). The construct validity of the tripartite classification of attitudes. Journal of Marketing Research, 16(1), 88–95. Barber, N., Kuo, P., Bishop, M., & Goodman, R. (2012). Measuring psychographics to assess purchase intention and willingness to pay. Journal of Consumer Marketing, 29(4), 280–292. Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th Edition). New York: McGraw-Hill Education. Berkman, H. W., & Gilson, C. C. (1986). Consumer behavior: Concepts and strategies (3rd ed). Boston, Mass: Kent Pub. Co. Berry, L. (2001). The old pillars of new retailing. Harvard Business Review, 79 (4), 131-137. Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan management review, 43(3), 85-89. Berry, L., & Carbone, L. P. (2007). Build loyalty through experience management. Quality Progress, 40 (9), 26-32. Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service blueprinting: A practical technique for service ınnovation. California Management Review, 50 (3), 66-94. Bouzid, Y., & Van Heems, R. (2014). Comportement web-to-store: vers une nouvelle logique de contrôle de soi?. Management Avenir, (5), 189-200. Broydrick, S. C. (1996). The 7 Universal Laws of Customer Value: How to Win Customers & Influence Markets. Irwin Professional Pub. Bruner, G. C., & Pomazal, R. J. (1988). Problem recognıtıon: The crucıal fırst stage of the consumer decısıon process. Journal of Services Marketing, 2(3), 43–53. Bulik, B. S. (2004). Brands spotlight customer experience. Advertising Age, 75(16), 1. Gökhan MERİÇ & Figen YILDIRIM 102 Carbone, L. P., & Haeckel, S. H. (1994). Engineering customer experiences. Marketing management, 3(3), 8-19. Cetină, I., Munthiu, M. C., & Rădulescu, V. (2012). Psychological and social factors that influence online consumer behavior. Procedia-Social and Behavioral Sciences, 62, 184-188. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93. Close, A., & Kukar-Kinney, M. (2010). Beyond buying: motivations behind consumers’ online shopping card use. Journal of Business Research, 986-992. Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2003). Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences (3th Ed.). New Jersey: Lawrence Erlbaum Associates. Comegys, C., Hannula, M., & Väisänen, J. (2006). Longitudinal comparison of Finnish and US online shopping behaviour among university students: The five-stage buying decision process. Journal of Targeting, Measurement and Analysis for Marketing, 14(4), 336– 356. Constantinides, E. (2004). Influencing the online consumer's behavior: The web experience. Internet research, 14(2), 111-126. Crespo, A. H., del Bosque, I. R., & de los Salmones Sanchez, M. G. (2009). The ınfluence of perceived risk on ınternet shopping behavior: A multidimensional perspective. Journal of Risk Research, 12(2), 259-277. Crosby, L. A., Masland, J. L. (2009). Customer Experience Innovation, Marketing Management. Cyr, D., & Bonanni, C. (2005). Gender and website design in e-business. International Journal of Electronic Business, 3(6), 565-582. Çavuşoğlu, S. (2019). Müşteri Deneyimi, Deneyimsel Değer Ve Yeşil Davranışlara Karşı Tutumun Tekrar Ziyaret Niyetine Etkisinin Belirlenmesi: Yeşil İmajın Düzenleyicilik Ve Aracılık Rolü. Doktora Tezi. Gaziantep Hasan Kalyoncu Üniversitesi. Çavuşoğlu, S. ve Bilginer, F. G. (2018). Tüketici Deneyimlerinin Tekrar Ziyaret Etme Niyetine Etkisi: Bingöl İli Örneği. Türk Sosyal Bilimler Araştırmaları Dergisi, 3(1), 72-85. Dal, N. E. ve Dal, V. (2015). Kişilik özellikleri ve sosyal ağ sitesi kullanım alışkanlıkları: Üniversite öğrencileri üzerine bir araştırma. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 6(11), 144-166. Dandridge, M. (2010). Customer Experience Management, Electrical Wholesaling. Darley, W. K., Blankson, C., & Luethge, D. J. (2010). Toward an integrated framework for online consumer behavior and decision making process: A review. Psychology & Marketing, 27(2), 94-116. Diller, S., Shedroff, N., Rhea, D. (2005). Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences. New Riders Press. Dirsehan, T. (2012). Müşteri Deneyimi Tasarımı ve Yönetimi. İstanbul: Hiperlink Yayınları. Dodds, W., Monroe, K., & Grewal, D. (1991). Effects of prices, brand and store information on buyers' product evaluation. Journal of Marketing Research, 307-319. The Role of Customer Experience For Re-Visit and Purchase Intention: A Case Study of Amazon 103 Doong, H. S., Wang, H. C., & Foxall, G. R. (2011). An investigation of consumers’ webstore shopping: A view of click-and-mortar company. International Journal of Information Management, 31(3), 210-216. Dziewanowska, K. (2015). Dimensions of real and virtual consumer experiences. Faculty of Management Working Paper Series, (WPS 4/2015), 1-55. Elliot, S., & Fowell, S. (2000). Expectations versus reality: a snapshot of consumer experiences with Internet retailing. International journal of information management, 20(5), 323-336. Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The ınfluence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339–348. Filser, M., & Plichon, V. (2004). La valeur du comportement de magasinage. Revue française de gestion, (1), 29-43. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, Mass: Addison-Wesley Pub. Co. Frow, P., & Payne, A. (2007). Towards the ‘perfect’customer experience. Journal of Brand Management, 15(2), 89-101. Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25 (5), 395-410. George, J. F. (2004). The theory of planned behavior and ınternet purchasing. Internet Res. 14(3), 198-212. Ghosh, A. (1990). Retail Management. Chicago: Dryden Press. Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of retailing, 85(1), 1-14. Gupta, S., & Vajic, M. (2000). The Contextual and Dialectical Nature of Experiences. In New Service Development: Creating Memorable Experiences, (33-51). Thousand Oaks, CA: Sage. Güner, M. (2016). İnternetin Gelişimi ve Özel Alışveriş Siteleri. Sosyal Bilimler Dergisi, 3(6), 594-606. Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5-13. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing. 37 (11/12), 1762-1800. Helkkula, A., & Kelleher, C. (2010). Circularity of customer service experience and customer perceived value. Journal of customer behaviour, 9(1), 37-53. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of marketing, 46(3), 92-101. Hsu, H. Y., & Tsou, H. T. (2011). Understanding customer experiences in online blog environments. International Journal of Information Management, 31(6), 510-523. Gökhan MERİÇ & Figen YILDIRIM 104 Ibzan, E., Balarabe, F., & Jakada, B. (2016). Consumer satisfaction and repurchase intentions. Developing country studies, 6(2), 96-100. İslamoğlu, A. H. ve Alnıaçık, Ü. (2013). Sosyal Bilimlerde Araştırma Yöntemleri, Geliştirilmiş ve Gözden Geçirilmiş 3. Baskı. İstanbul: Beta Yayınevi. Javed, M. K. & Wu, M. (2019). Effects of online retailer after delivery services on repurchase intention: An empirical analysis of customers’ past experience and future confidence with the retailer. Journal of Retailing and Consumer Services, 54, 101942. Jones, T. O., & Sasser, W. E. (1995). Why Satisfied Customers Defect, in «Harvard Business Review», novembre- dicembre. Joseph, J. (2010). The experience effect: engage your customers with a consistent and memorable brand experience. Amacom. Juster, T. F. (1966). Consumer buying intentions and purchase probability: An experiment in survey design. Journal of the American Statistical Association, 61(315), 658–696. Kamaladevi, B. (2010). Customer experience management in retailing. Business Intelligence Journal, 3(1), 37-54. Kendall, S. (2007). Customer Service from the Customer's Perspective Customer Service Delivery: Research and Best Practices. Keskin, E., Sezen, N. ve Dağ, T. (2020). Unutulmaz turizm deneyimi, müşteri memnuniyeti, tekrar ziyaret ve tavsiye etme niyeti arasındaki ilişkiler: Kapadokya bölgesini ziyaret eden turistlere yönelik araştırma. Journal of Recreation and Tourism Research, 7(2), 239-264. Kim, H. D., & Lough, N. (2007). An ınvestigation into relationships among constructs of service quality, customer satisfaction, and repurchase ıntention in Korean Private golf courses. The ICHPER-SD Journal of Research in Health, Physical Education, Recreation, Sport & Dance, 2(1), 14-22. Kotler, P., & Armstrong, G. (2004). Principles of Marketing (10th ed). Upper Saddle River, NJ: Prentice Hall. Kotler, P. (2010). Marketing Management. New York: Prentice Hall, Inc. Kotler, P. & Keller, K. L. (2016). Marketing Management. Boston: Pearson Education Limited. Kumar, V., Shah, D., & Venkatesan, R. (2006). Managing retailer profitability: One customer at a time!. Journal of Retailing, 82 (4), 277-294. Kurtuluş, S.A. (2021). Sağlık Hizmetlerinde Müşteri (Hasta) Deneyimi. İstanbul: Yalın Yayıncılık. Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers' online purchase intention. International business research, 3(3), 63. Luo, X. (2005). How does shopping with others ınfluence ımpulsive purchasing? Journal of Consumer Psychology, 15(4), 288–294. MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130–143. The Role of Customer Experience For Re-Visit and Purchase Intention: A Case Study of Amazon 105 Mallapragada, G., Chandukala, S. R., & Liu, Q. (2016). Exploring the effects of “What”(product) and “Where”(website) characteristics on online shopping behavior. Journal of Marketing, 80(2), 21-38. Mascarenhas, O. A., Kesavan, R., & Bernacchi, M. (2006). Lasting customer loyalty: a total customer experience approach. Journal of Consumer Marketing, 23(7), 397-405. Meskaran, F., Ismail, Z., & Shanmugam, B. (2013). Online purchase intention: effects of trust and security perception. Australian Journal of Basic and Applied Sciences, 307-315. Meyer-Waarden, L. (2007). The effects of loyalty programs on customer lifetime duration and share of wallet. Journal of retailing, 83(2), 223-236. Meyer, C., and Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85 (2), 117-126. Michelli, J. (2007). The starbucks experience: 5 principles for turning ordinary ınto extraordinary. New York: McGraw Hill. Mittal, V., Ross Jr, W. T., & Baldasare, P. M. (1998). The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions. The Journal of Marketing, 33-47. Moore, C. (2002). The new heart of your brand: Transforming your business through customer experience. Design Management Journal, 13 (1), 39-48. Morwitz, V. (2012). Consumers’ purchase ıntentions and their behavior. Foundations and Trends in Marketing, 7(3), 181– 230. Mosley, R. W. (2007). Customer experience, organisational culture and the employer brand. Journal of brand management, 15(2), 123-134. Naghizadeh, R . (2019). Investigation on the relationship of service quality on tourist satisfaction and loyalty: Case study of Ardabil county. Journal of Multidisciplinary Academic Tourism, 4(1) , 1-14. Nambisan, P., & Watt, J. H. (2011). Managing customer experiences in online product communities. Journal of Business Research, 64(8), 889-895. Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., & Thomas, J. S. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9 (2), 95-112. Nicholson, P. & Heems, R. V. (2009). Orientations d'achat et comportement multi-canal du client. Management & Avenir, 21(1), 136-156. Noyan, F., & Simsek, G. G. (2012). A partial least squares path model of repurchase ıntention of supermarket customers. Procedia-Social and Behavioral Sciences, 62, 921-926. Oğuz, Y. E. ve Timur, B. (2020). Temalı parklarda müşteri deneyimi, memnuniyet ve tekrar ziyaret niyeti: Sazova bilim, sanat ve kültür parkı üzerine bir çalışma. Journal,(Issn: 2630-631X), 6(30), 419-430. Özen, H. (2011). Geleneksel Alışveriş ile İnternet Üzerinden Yapılan Alışverişte Algılanan Değerin Satın Alma Niyetine Olan Etkisinin Karşılaştırılması. Yayımlanmamış Doktora Tezi. İstanbul Üniversitesi Sosyal Bilimler Enstitüsü. Gökhan MERİÇ & Figen YILDIRIM 106 Palmer, A. (2010). Customer experience management: a critical review of an emerging idea. Journal of Services Marketing, 24(3), 196-208. Park, D.-H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing ıntention: The moderating role of ınvolvement. International Journal of Electronic Commerce, 11(4), 125–148. Patrício, L., Fisk, R. P., & Cunha, J. F. (2008). Designing multi-ınterface service experiences: The service experience blueprint. Journal of Service Research, 10 (4), 318-334. Patterson, P. G., & Spreng, R. A. (1997). Modeling the relationship between perceived value, satisfaction, and repurchase ıntentions in a business to business, services context: An empirical examination. International Journal of Service Industry Management, 8(5), 414-434. Pine, B. J., & Gilmore, J. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 98-105. Prahalad, C. K., & Ramaswamy, W. (2003). The new frontier of experience ınnovation. MIT Sloan Management Review, 44 (4), 12-18. Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., & Stewart, D. (2009). Customer experience management in retailing: understanding the buying process. Journal of retailing, 85(1), 15-30. Rae, J. (2006). The Importance of Great Customer Experiences…. And the Best Ways to Deliver Them. Business Week, 4011, 32. Richardson, A. (2010). Understanding customer experience. Harvard business review, 10. Rose, S., Hair, N., & Clark, M. (2011). Online customer experience: A review of the business‐to‐consumer online purchase context. International Journal of Management Reviews, 13(1), 24-39. Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: an empirical model of antecedents and outcomes. Journal of retailing, 88(2), 308-322. Sam, M. F., & Tahir, M. N. H. (2009). Website quality and consumer online purchase intention of air ticket. International Journal of Basic & Applied Sciences, 9(10), 4-9. Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior (Eleventh edition). Boston: Pearson. Schmitt, B. (2003). Customer Experience Management: A revolutionary approach to connecting with your customers. New Jersey: John Wiley & Sons. Seiders, K., Voss, G. B., Grewal, D., & Godfrey, A. L. (2005). Do satisfied customers buy more? Examining moderating influences in a retailing context. Journal of Marketing, 69 (4), 26-43. Sever, P. ve Girgin, G. K. (2019). Turistlerin restoran deneyimleri ile destinasyonu tekrar ziyaret etme niyeti arasındaki ilişkinin belirlenmesi: İstanbul örneği. Gastroia: Journal of Gastronomy And Travel Research, 3(2), 241- 263. Sewall, M. A. (1981). Relative ınformation contributions of consumer purchase ıntentions and management judgment as explanators of sales. Journal of Marketing Research, 18(2), 249-253. The Role of Customer Experience For Re-Visit and Purchase Intention: A Case Study of Amazon 107 Shaw, C., & Ivens, J. (2005). Building Great Customer Experiences. London: Prentice-Hall. Shergill, G. S., & Chen, Z. (2005). Web-based shopping: Consumers' attitudes towards online shopping in New Zealand. Journal of Electronic Commerce Research, 6(2), 78. Siau, K., & Shen, Z. (2003). Building customer trust in mobile commerce. Communications of the ACM, 46(4), 91-94. Silk, A. J., & Urban, G. L. (1978). Pre-test-market evaluation of new packaged goods: A model and measurement methodology. Journal of Marketing Research, 15(2), 171– 191. Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase ıntentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66. Sternthal, B., & Craig, C. S. (1982). Consumer Behavior: An Information Processing Perspective. Englewood Cliffs, N.J: Prentice-Hall. Situmorang, W. R., Rini, E. S., & Sembiring, B. K. F. (2020). The effect of social media, servicescape and customer experience on revisit intention with the visitor satisfaction as an intervening variables in the tree house on tourism Habitat Pamah Semelir Langkat regency. International Journal of Research and Review, 7(2), 79-84. Suhaily, L. & Soelasih, Y. (2017). What Effects repurchase ıntention of online shopping. International Business Research, 10(12), 113-122. Teixeira, J., Patrıcio, L., Nunes, N. J., Nóbrega, L., Fisk, R. P., & Constantine, L. (2012). Customer experience modeling: from customer experience to service design. Journal of Service Management, 23(3), 362-376. Temkin, B. (2009). 7 Keys to Customer Experience. Customer Relationship Management, Dec. 2009. Thompson, B. (2006). Customer experience management: The value of “moments of truth”. Customer Think Corporation white paper, Customer Think, 1-18. Thusy, A., & Morris, L. (2004). From CRM to customer experience: a new realm for innovation. Business Digest, Paris, 1-8. Trevinal, A. M., & Stenger, T. (2014). Toward a conceptualization of the online shopping experience. Journal of Retailing and Consumer Services, 21(3), 314-326. Uz, C. Y. ve Mutlu, H. M. (2020). Marka deneyiminin yeniden satın alma niyeti üzerine etkisi. Erzurum Teknik Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 11, 1-27. Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31-41. Voss, C., Roth, A. V., & Chase, R. B. (2008). Experience, service operations strategy, and services as destinations: Foundations and exploratory ınvestigation. Production and Operations Management, 17 (3), 247-266. Wiersema, F. (2010). How to Design Great Customer Experience. Pearson Education, Ft Press, Mini Digital Edition. Workman, J. E., & Studak, C. M. (2006). Fashion consumers and fashion problem recognition style. International Journal of Consumer Studies, 30(1), 75–84. Gökhan MERİÇ & Figen YILDIRIM 108 Wu, S. I. (2003). The relationship between consumer characteristics and attitude toward online shopping. Marketing Intelligence & Planning, 21(1), 37-44. Wyner, G. A. (2007). Customer Experiences in the Bag. Marketing Management, July/Aug. 2007. Yadav, M. S., de Valck, K., Hennig-Thurau, T., Hoffman, D. L., & Spann, M. (2013). Social commerce: A Contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311–323. Yu, C., & Bastin, M. (2010). Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the mainland China marketplace. Journal of Brand Management, 18(2), 105–114.