Understanding the customer experience-loyalty link: A moderated mediation model
Author/s: Marco Ieva, Cristina Ziliani 
Year:  2019 Issue: Language: English 
Pages:  19 Pg. 51-69 FullText PDF:  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, in "MERCATI & COMPETITIVITÀ" 3/2019, pp. 51-69, DOI:10.3280/mc3-2019oa8501


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