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Framing the attitude-behavior gap as structural disconnection: A dual-level diagnostic of customer experience quality

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  • Goto, Hikaru

Abstract

Retail and consumer-service managers often face an attitude–behavior gap: high satisfaction does not translate into higher share of wallet (SoW). This study frames this gap as structural disconnection and examines the links among customer experience quality (EXQ), relative satisfaction (RSAT), and SoW in Japan. Survey data from repeat customers of face-to-face services (n = 532) were analyzed using structural equation modeling (SEM) and psychological network analysis (PNA). SEM supports EXQ as a higher-order construct and shows a clear positive association between EXQ and RSAT, but the RSAT → SoW path is small and explains little variance in SoW (R2 = 0.008). In the network, SoW is isolated from a dense EXQ–RSAT core, suggesting that wallet allocation is structurally disconnected from experience evaluations within the measured system. This study proposes a dual-level diagnostic workflow that uses SEM to assess global associations and PNA to map microstructure and the (dis)connection of behavioral outcomes, providing context-specific evidence from Japan.

Suggested Citation

  • Goto, Hikaru, 2026. "Framing the attitude-behavior gap as structural disconnection: A dual-level diagnostic of customer experience quality," Journal of Retailing and Consumer Services, Elsevier, vol. 92(C).
    • Handle: RePEc:eee:joreco:v:92:y:2026:i:c:s0969698926000949
    DOI: 10.1016/j.jretconser.2026.104814
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