ONLINE CUSTOMER EXPERIENCE AND CUSTOMER LOYALTY OF UNDERGRADUATE USERS OF BANK APPS IN BAYELSA

Abstract

This study investigates the relationship between online customer experience and customer loyalty 
among undergraduates who are users of bank apps in Bayelsa State, Nigeria. Anchored in 
Information Systems (IS) continuance theory, the study conceptualizes OCX as a 
multidimensional construct comprising functional experience, information experience, and 
aesthetic experience. A correlational, cross-sectional survey design was adopted, and data were 
collected from undergraduate students of a public university in Bayelsa State using an online 
questionnaire. From a sample of 377 respondents, 239 valid responses were analyzed using 
exploratory factor analysis, reliability testing, and correlation analysis. Exploratory factor analysis 
revealed a three-factor structure of online customer experience, differing from the initially 
hypothesized dimensions. Correlation analysis results indicate that functional experience, 
information experience, and aesthetic experience all have significant relationships with customer 
loyalty. Among these, information experience was found to have the strongest relationship with 
customer loyalty. The findings highlight the importance of app usability, quality and reliability of 
information, and interface aesthetics in fostering both attitudinal and behavioral loyalty.