As the popularity of buying online grows, companies are working together to define new standards for consumer behaviour. One of the most crucial factors in a company's long-term competitive advantage is the quality of the customer experience they provide. Businesses that want to build loyal, returning customers must focus on enhancing the customer service they provide. This research provides a framework for doing business online in a digital environment based on the concept of value co-creation via positive customer experiences. Although the factors that affect in-store customer loyalty have been the subject of prior research, the relationship between online customer experience and loyalty has not yet been explored. Previous studies ignore the one-of-a-kind dynamics at play when retailers set up shop in the digital realm. To examine how changes to qualities affect customer loyalty in online purchasing, this study relied on empirical research and customer engagement as a moderating variable. Using empirical data, and include customer engagement as a moderating component, this study largely overcome the constraints of earlier studies. Second, the study analysed how online and traditional stores have become one, and how it has affected customers' satisfaction and loyalty. The study contributes to our understanding of the experience mechanism that underlies the development of customer loyalty by systematically assessing the effect of the purchasing procedure on customer loyalty for a range of online retailers. This paves the way for more exhaustive studies of consumer loyalty that adhere to strict scientific methods.

Customer experience, Customer Loyalty, Customer engagement, Moderation analysis