From Customer Experience to Repurchase: Evidence from Digital B2B Services

Abstract Book of the 12th International Conference on Business, Management and Economics

Year: 2026

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From Customer Experience to Repurchase: Evidence from Digital B2B Services

Simonas Raisys

ABSTRACT:

Customer experience (CX) is generally regarded as an important driver of loyalty and repurchase in business-to-business services, yet empirical findings remain difficult to compare across studies. One reason is that CX is often measured through service-specific characteristics, even though the construct itself is conceptually defined in much broader experiential terms. This tendency is particularly visible in digital B2B services, where research typically concentrates on individual service types and context-specific CX measures. This study develops and tests an integrated model of customer experience that follows the conceptual definition of CX and examines its role in explaining loyalty and repurchase in B2B digital services. CX is represented through cognitive and affective experience dimensions and linked to repurchase outcomes through a set of intermediary mechanisms identified in prior B2B service research. The empirical analysis is based on a survey of 386 professionals responsible for digital service purchasing decisions in European Economic Area countries. The relationships between constructs were analyzed using partial least squares structural equation modeling (PLS-SEM). The results suggest that CX does not translate directly into repurchase behavior but operates through value-based and relational mechanisms and through sequential loyalty stages. The findings indicate that CX can be operationalized in line with its conceptual definition while preserving its ability to explain loyalty and repurchase outcomes across different digital service contexts.

Keywords: Customer Loyalty; Mediation; PLS-SEM; Conceptualization; Integrated Model