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

Titolo Rivista MERCATI & COMPETITIVITÀ
Autori/Curatori Marco Ieva, Cristina Ziliani
Anno di pubblicazione 2019 Fascicolo 2019/3 Lingua Inglese
Numero pagine 19 P. 51-69 Dimensione file 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.

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