Memorable customer experiences and autobiographical memories: From service experience to word of mouth

Miguel A. Moliner-Tena, Diego Monferrer-Tirado, Marta Estrada-Guillen and Vidal-Meliá, Lidia
Authors registered in the RePEc Author Service: Lidia Vidal Meliá

Journal of Retailing and Consumer Services, 2023, vol. 72, issue C

Abstract: The aim of this paper is to study the relationship between customer experience and word of mouth (WOM) through two mediating variables: customer satisfaction and memorable characteristics of service experience (MCSE). Memory theory is adopted as a theoretical background, with emphasis on the key role of episodic or autobiographical memory. Memorable customer experience (MCE) is defined from this perspective, thereby enabling the connection between human memory theory and service-dominant (S-D) logic. As for the impact of the internet on WOM, two types of WOM behaviours are examined: positive WOM (pWOM) and eWOM. A methodology was designed from a survey that used a questionnaire based on measurement scales validated by the literature. The sample is of 1476 tourists who visited seven Spanish tourism destinations. The results show service experience precedes customer satisfaction and MCSE. Both pWOM and eWOM are significantly influenced by customer satisfaction and MCSE. Various scenarios are put forward in which several combinations of customer satisfaction and MCSE give rise to different intensities and valence of pWOM and eWOM.

Keywords: Service experience; Memorable customer experience; Customer satisfaction; Positive WOM; eWOM; Memory theory (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:72:y:2023:i:c:s0969698923000371

DOI: 10.1016/j.jretconser.2023.103290

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