تأثیر تجربه دیجیتال مشتری بر وفاداری به خدمات حمل‌ونقل هوشمند: نقش میانجی اعتماد و رضایت

ابراهیم  زارع پور نصیرآبادی; ابوالفضل  افشاری; امید   شب خیزان; بهرام شیرینی

Authors

Ebrahim Zarepour Nasirabadi Assistant Professor, Department of Business Administration, Faculty of Management, Shahed University, Tehran, Iran Author https://orcid.org/0000-0002-0205-9757
Abolfazl Afshari PhD Student, Department of Civil Engineering, Yazd University, Yazd, Iran Author https://orcid.org/0000-0002-8609-3601
Omid Shabkhizan PhD Student ,Department of Management, SR.C., Islamic Azad University, Tehran, Iran Author https://orcid.org/0009-0005-7287-502X
Bahram Shirini Assistant Professor, Faculty of Engineering, Bonab University, Bonab, Iran https://orcid.org/0000-0002-6929-978X

Keywords:

Digital customer experience, Customer loyalty, Customer satisfaction, Customer trust, Smart transportation

Abstract

This study aimed to investigate the effect of digital customer experience on users’ loyalty to smart transportation services and to examine the mediating roles of customer satisfaction and trust in this relationship. This applied, descriptive-analytical, cross-sectional study employed a quantitative approach. The statistical population comprised users of smart transportation services in Tabriz, Iran, from whom 520 participants were recruited through convenience sampling. Eligibility required using smart transportation services at least three times during the three months preceding questionnaire completion. Data were collected using a standardized questionnaire comprising 12 items measuring digital customer experience, five measuring customer satisfaction, six measuring customer trust, and five measuring customer loyalty. Content and construct validity and instrument reliability were assessed using factor loadings, average variance extracted, Cronbach’s alpha, and composite reliability. Data were analyzed using SPSS version 26 and SmartPLS version 3. Partial least squares structural equation modeling (PLS-SEM) was applied to test the proposed relationships, and mediation effects were examined using bootstrapping with 5,000 resamples. Digital customer experience had significant positive effects on customer satisfaction (β=0.61, t=14.82, P<0.001), customer trust (β=0.58, t=13.45, P<0.001), and customer loyalty (β=0.27, t=5.93, P<0.001). Customer satisfaction (β=0.34, t=7.21, P<0.001) and trust (β=0.39, t=8.67, P<0.001) also significantly predicted loyalty. The indirect effect of digital customer experience on loyalty through satisfaction was 0.207 (95% CI [0.143, 0.278]), while the indirect effect through trust was 0.226 (95% CI [0.167, 0.290]). The total indirect effect was 0.433, and the total effect was 0.703. The model explained 52% of the variance in customer loyalty (R²=0.52). Digital customer experience influences loyalty both directly and indirectly through customer satisfaction and trust, with both variables demonstrating partial mediating effects. Improving digital interactions, transparency, reliability, and platform security may therefore strengthen users’ satisfaction and trust and ultimately enhance loyalty to smart transportation services.

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