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

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  • Marco Ieva
  • Cristina Ziliani

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.

Suggested Citation

  • Marco Ieva & Cristina Ziliani, 2019. "Understanding the customer experience-loyalty link: A moderated mediation model," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2019(3), pages 51-69.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc3-2019oa8501
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