Understanding the customer experience-loyalty link: A moderated mediation model

Marco Ieva and Cristina Ziliani

MERCATI & COMPETITIVIT?, 2019, vol. 2019/3, issue 3, 51-69

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 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 (search for similar items in EconPapers)
Date: 2019
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