 Customer experience and commitment in retailing: Does customer age matter?Imran Khan, Linda D. Hollebeek, Mobin Fatma, Jamid Ul Islam and Iivi Riivits-Arkonsuo Journal of Retailing and Consumer Services, 2020, vol. 57, issue C Abstract: While the customer experience (CX) concept has rapidly gained traction in recent years, its effect on customer brand commitment and loyalty remains tenuous. Moreover, while customer age has been identified as an influential driver of consumer behavior, little is known about its effect on the customer's brand experience. Addressing these gaps, we develop a model that examines the relationships between CX, commitment, and loyalty, while using customer age as a moderator in the proposed associations. A total of 423 valid responses was collected from branded retail customers. Structural equation modeling results reveal a positive effect of (a) CX on customers' affective/calculative commitment, and (b) customer commitment on brand loyalty. Moreover, multi-group analysis results reveal that while customer ages moderates the association between CX/affective commitment, it does not significantly moderate the relationship between CX/calculative commitment. We conclude with key implications that arise from this research. Keywords: Customer experience; Age; Affective/calculative commitment; Brand loyalty (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920310985 DOI: 10.1016/j.jretconser.2020.102219 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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