ROLE OF CUSTOMER EXPERIENCE IN SHAPING CUSTOMER BUYING BEHAVIOUR IN E-COMMERCE

Abstract

The intense growth of the e-commerce industry over the past few years has drastically transformed the way customers make their purchasing decisions and at the heart of the transformation is the customer experience which has become a critical factor for influencing the online buying behaviour of the customer study investigates the role of customer experience in shaping customer decision making process within the e-commerce industry focusing on how these elements such as website design, mobile responsiveness, customer support, and personalise experiences, impact the customer satisfaction, and loyalty This research identifies some of the key components of customer experience that is a decisive factor in customer behaviour, such as ease of navigation, speed of the transactions or connection with the brand, which is fostered by personalised recommendations by taking a little help from comprehensive literature's and case studies, this report demonstrates that companies investing in seamless and engaging customer experience are more likely to uplift positive buying behaviours, increase the conversion rates and sustain themselves in a competitive market. The findings of the study indicates that the businesses that focus more on user centric design, real time, support, and customer centric marketing strategies have higher chances to gain a competitive advantage in the e-commerce sector for the more as technology advances, future trends such as artificial intelligence voice based commerce, all these technology advancement will further define customer experience is making it increasingly important for business to adapt quickly. This report concludes with recommendations for e-commerce companies to enhance their CX through continuous feedback loops, personalization, and optimizing user journeys to create a more holistic and satisfying online shopping experience