Understanding the customer experience-loyalty link: A moderated mediation model

Author/s Marco Ieva, Cristina Ziliani
Publishing Year 2019 Issue 2019/3 Language English
Pages 19 P. 51-69 File size 0 KB
DOI 10.3280/mc3-2019oa8501
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Multiple studies have focused on Customer Experience and its relationship with Customer Loyalty. Despite such attention, two research gaps are still open with reference to the Experience-Loyalty link: the mediating role of Customer Satisfaction and the moderating role of consumer characteristics. This study employs a moderated mediation analysis of the relationship between Customer Experience and CustomerLoyalty by including Customer Satisfaction as a mediator and Shopping Enjoyment as a moderator. An online survey on almost three thousand consumers is run with reference to grocery retailing. Results show the role of Customer Satisfaction as a mediator. Shopping Enjoyment interacts with the Negative Affective Customer Experience dimension in its relationship with Customer Satisfaction.

Keywords: Customer experience, customer loyalty, shopping enjoyment, moderated mediation, partial least squares

Marco Ieva, Cristina Ziliani, Understanding the customer experience-loyalty link: A moderated mediation model in "MERCATI & COMPETITIVITÀ" 3/2019, pp 51-69, DOI: 10.3280/mc3-2019oa8501