THE IMPACT OF CUSTOMERS’ EXPERIENCE ON CUSTOMERS’ LOYALTY: A FIELD STUDY IN COMPREHENSIVE SHOPPING CENTERS IN SANA’A

Abstract

This study aimed to determine the impact of customes’ experience, with its cognitive and emotional dimensions, on customers’ loyalty in comprehensive shopping centers in Sana’a. The study employed a descriptive-analytical approach and relied on a questionnaire as the primary data collection tool. The sample size consisted of 400 participants from four comprehensive shopping centers, selected via random sampling. The gathered data were processed and analyzed using SPSS version 27. The study concluded that the level of customers’ experience in the studied centers was moderate, with a mean score of 4.91, a standard deviation of 1.036, and a percentage of 70.3%. The results also indicated that the customers’ loyalty level was found to be moderate, with a mean score of 4.85, a standard deviation of 1.045, and a percentage of 69.4%. The results showed a statistically significant impact of the combined dimensions of customers’ experience on customers’ loyalty. Furthermore, the individual dimensions of customers’ experience also had a statistically significant impact on customers’ loyalty in the shopping centers under the study.