Designing the waiting experience: How order tracking shapes consumer engagement and loyalty

Abstract

The post-purchase waiting period is an important yet underexamined stage of the digital customer journey. Consumers increasingly interact with order tracking systems during this phase, yet research has treated tracking primarily as a logistics tool rather than an experiential touchpoint. This study examines how tracking experience design shapes consumer engagement and loyalty through two psychological mechanisms: perceived control and anticipation. Drawing on perceived control theory and anticipatory utility theory, we develop a framework proposing that richer tracking interfaces enhance consumers' sense of predictability and forward-looking excitement, which in turn strengthen post-purchase engagement and loyalty. We test this framework using a three-study design combining scale validation (N = 240), a between-subjects experiment (N = 180), and structural equation modeling with a large field sample (N = 920) of online shoppers. Across all studies, richer tracking experiences consistently increase perceived control and anticipation, both of which stimulate engagement during the waiting period and contribute to customer loyalty. Engagement further mediates the effects of perceived control and anticipation on loyalty. These findings extend customer experience research, contribute to the psychology of waiting literature, and provide actionable guidance for retailers designing post-purchase interfaces.

The authors' abstract, as published at the source. Journal of Retailing and Consumer Services, 2026 · DOI ↗