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Impact of customer experience on loyalty: a multichannel examination

Author

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  • Isabelle Brun
  • Lova Rajaobelina
  • Line Ricard
  • Bilitis Berthiaume

Abstract

This article examines the relation between the five dimensions of customer experience advocated by Schmitt [1999a. Experiential Marketing. Journal of Marketing Management, 15, 53–67] (cognitive, affective, sensory, behavioural and social) and service provider loyalty. The examination focuses on two different channels, namely branch/agency (physical) and online (Web-based). A total of 484 panellists of a large Canadian polling firm self-administered a Web-based questionnaire regarding banking experience. The exercise was subsequently replicated in the tourism sector. Findings demonstrate that the main dimension impacting loyalty is the affective dimension (negative), thereby contributing handsomely to experiential marketing literature since negative emotions are rarely investigated. Findings also reveal that choice of channel exerts a moderating effect on the different dimensions influencing loyalty and that results vary from one sector to another. The multidimensional, multichannel, multisector approach selected for this study substantiates customer experience as complex and context specific. The authors also suggest practical implications and set out avenues of future research.

Suggested Citation

  • Isabelle Brun & Lova Rajaobelina & Line Ricard & Bilitis Berthiaume, 2017. "Impact of customer experience on loyalty: a multichannel examination," The Service Industries Journal, Taylor & Francis Journals, vol. 37(5-6), pages 317-340, April.
    • Handle: RePEc:taf:servic:v:37:y:2017:i:5-6:p:317-340
    DOI: 10.1080/02642069.2017.1322959
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    Cited by:

    1. Flacandji, Michaël & Krey, Nina, 2020. "Remembering shopping experiences: The Shopping Experience Memory Scale," Journal of Business Research, Elsevier, vol. 107(C), pages 279-289.
    2. Jiangyuan Hou & Mingyue Du & Qingjie Zhou, 2023. "What People Talk About Multi-Channel Purchasing Behavior and What They Intend to do: Related Perspective From ESG Evaluation System," SAGE Open, , vol. 13(4), pages 21582440231, October.
    3. Pekovic, Sanja & Rolland, Sylvie, 2020. "Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    4. Silvia Cachero-Martínez & Rodolfo Vázquez-Casielles, 2018. "Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency," Administrative Sciences, MDPI, vol. 8(4), pages 1-21, November.
    5. F.J. Cristófol & Elena Cruz-Ruiz & Gorka Zamarreño-Aramendia, 2021. "Transmission of Place Branding Values through Experiential Events: Wine BC Case Study," Sustainability, MDPI, vol. 13(6), pages 1-21, March.
    6. Tatjana Stanovčić & Mileva Manojlović & Djurdjica Perovic, 2021. "The Relationship between Cultural Tourist Experience and Recommendation Intention: Empirical Evidence from Montenegr," Sustainability, MDPI, vol. 13(23), pages 1-13, November.
    7. Sara Amoroso, 2020. "Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(1), pages 100-100, March.
    8. Marco Ieva & Cristina Ziliani, 2019. "Selecting which touchpoints to manage for customer loyalty: an empirical analysis in retail banking," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2019(1), pages 39-54.
    9. Li, Xi & Dahana, Wirawan Dony & Ye, Qiongwei & Peng, Luluo & Zhou, Jiaying, 2021. "How does shopping duration evolve and influence buying behavior? The role of marketing and shopping environment," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    10. Mehran, Javaneh & Olya, Hossein GT., 2020. "Canal boat tourism: Application of complexity theory," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    11. Wei Sun & Alisher Tohirovich Dedahanov & Ho Young Shin & Wei Ping Li, 2021. "Using extended complexity theory to test SMEs’ adoption of Blockchain-based loan system," PLOS ONE, Public Library of Science, vol. 16(2), pages 1-19, February.
    12. Godbersen, Hendrik & Hausinger, Lena, 2022. "Die Travel Journey von Digital Natives und Digital Immigrants: Eine vergleichende Analyse der digitalen und analogen Customer Touchpoints im Buchungsprozess von Urlaubsreisen," KCMS Schriftenreihe, FOM Hochschule für Oekonomie & Management, KCMS KompetenzCentrum für Marketing & Sales Management, volume 6, number 6 edited by FOM Hochschule für Oekonomie & Management, KCMS KompetenzCentrum für Marketing & Sales Management.
    13. Cambra-Fierro, Jesús & Gao, Lily (Xuehui) & Melero-Polo, Iguácel, 2021. "The power of social influence and customer–firm interactions in predicting non-transactional behaviors, immediate customer profitability, and long-term customer value," Journal of Business Research, Elsevier, vol. 125(C), pages 103-119.
    14. Liyun Zeng & Rita Yi Man Li, 2021. "Tourist Satisfaction, Willingness to Revisit and Recommend, and Mountain Kangyang Tourism Spots Sustainability: A Structural Equation Modelling Approach," Sustainability, MDPI, vol. 13(19), pages 1-20, September.
    15. Lova Rajaobelina & Isabelle Brun & Sandrine Prom Tep & Manon Arcand, 2018. "Towards a better understanding of mobile banking: the impact of customer experience on trust and commitment," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 141-152, December.
    16. Cachero-Martínez, Silvia & Vázquez-Casielles, Rodolfo, 2021. "Building consumer loyalty through e-shopping experiences: The mediating role of emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    17. Lily (Xuehui) Gao & Evert Haan & Iguácel Melero-Polo & F. Javier Sese, 2023. "Winning your customers’ minds and hearts: Disentangling the effects of lock-in and affective customer experience on retention," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 334-371, March.
    18. Marle van Eyk & Felix Amoah & Thembelihle Yase, 2022. "Sustaining the Township Economy: An Investigation into the Factors Influencing the Shopping Experience of Spaza Shop Customers in South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 14(3), pages 20-32.
    19. Shahid, Shadma & Islam, Jamid Ul & Malik, Shehla & Hasan, Uzma, 2022. "Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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