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 Customer Loyalty 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.
Understanding the customer experience-loyalty link: A moderated mediation model / Ieva, Marco; Ziliani, Cristina. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - 3:(2019), pp. 51-69. [10.3280/mc3-2019oa8501]
Understanding the customer experience-loyalty link: A moderated mediation model
Ieva, Marco;Ziliani, Cristina
2019-01-01
Abstract
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 Customer Loyalty 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.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.