Autori: Ziliani, Cristina , Ieva, Marco
Titolo: Understanding the customer experience-loyalty link: A moderated mediation model
Periodico: Mercati e competitività
Anno: 2019 - Fascicolo: 3 - Pagina iniziale: 51 - Pagina finale: 69

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.


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SICI: 1826-7386(2019)3<51:UTCELA>2.0.ZU;2-H
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=64661&Tipo=Articolo PDF

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