According to some researchers, e-customer satisfaction is due to website features. The prerequisite of customer loyalty is to ensure satisfaction. Ĭustomer satisfaction is a critical factor for customer loyalty and customer satisfaction. Satisfying their customers is one of the ultimate goals that e-businesses seek due to the long-term benefits of having satisfied customers such as positive word of mouth comment, customer loyalty, and sustainable profitability. Ĭustomer satisfaction is a transaction-specific measure, which means that a customer evaluates his/her perception of performance relative to expectation in each service encounter, independently of the other occasions. If the perceived performance meets or exceeds the expectation, the customer is satisfied otherwise, the result will be dissatisfaction. Considering this fact, this study makes a unique contribution to the literature by incorporating both customer satisfaction and customer loyalty as being affected by online flow state directly or indirectly through brand experience.Ĭustomer satisfaction is defined as a customer’s overall judgment on disconfirmation between the expected and perceived service performances. Even though online flow is a popular concept studied in various contexts, the effect of online flow state on the longer-term phenomenon is not probed in the extant literature except for the one done in a narrow scope by Shim, Forsythe, Kwon. This particular sample group was chosen because of the high potential of this group and the higher mobile usage rates of young people In Turkey. In this study, the youth segment was chosen as the target group to measure the flow experience in e-commerce use in Turkish consumers’ consumption patterns. Over the last years, the importance of the online flow state has been emphasized to build a better customer experience. Furthermore, the recent covid-19 pandemic has further accelerated the adoption of e-commerce worldwide. In this regard, e-commerce is a perfect medium that enables consumers to order their necessities of all assortments with just a few clicks. In terms of attaining this goal, flow theory is an important theory that enables the marketers to achieve a high level of involvement, especially in an online setting. As such, these marketing strategies enable the marketers to foster higher levels of involvement. The aforementioned strategies are so effective in engaging consumers that they can even result in addictive behaviors. These strategies require consumers to spend minimum mental effort, which makes them feel in a flow state, get entertained without realizing how the time passes by and focus more on the experiential aspects of consumption. Therefore, many of the old marketing strategies turn out to be ineffective and new marketing strategies emerge that appeal rather to the unconscious. Īs today’s fragmented, highly digitized marketplaces have become more complex than ever, engaging new generation consumers have become more of a concern. The brands now have a much more convenient way to reach their consumers and benefit more in online context. The Internet is an evolving technology, which has facilitated the development of new business relationships among brands and their customers. This is because consumer behavior is evolving at an unprecedented pace. The highly competitive new marketing environment of the 21 st century calls for new approaches for marketers for appealing to their customers.