Customer loyalty is one of the most important businesses KPI for managers of companies and organizations. In fact, making customers loyal is one of the solutions to reduce future advertising and marketing costs. The main objective of this study was to investigate the role of brand experience and relationship benefits on customer loyalty. In this article, a questionnaire was used to measure the research variables. Based on the research literature, relationship benefits were measured through three variables: confidence, social, and special treatment benefits. The sample of this study included 384 customers of the Digikala online store. Structural equation modeling and AMOS software were used to examine the relationships between the research variables. The results of this study showed that there is a significant relationship between brand experience and relationship benefit dimensions. Also, the relationship between relationship benefit dimensions and customer loyalty has been confirmed. Finally, a significant relationship between brand experience and customer loyalty has been confirmed through relationship benefits.
