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How Does Customer Experience in a Traditional Fast Fashion Retail Setting Influence Customer Traditional and Electronic Word-of-Mouth Intention?

In: Proceedings of the 19th International Symposium on Management (INSYMA 2022)

Author

Listed:
  • Adilla Anggraeni

    (Bina Nusantara University)

  • Sunita Dhillon

    (Bina Nusantara University)

Abstract

The primary objective of this study is to examine whether customer experience influences customer’s intention to share traditionally and electronically in the context of a fast fashion retail setting in Jakarta, Indonesia. An online questionnaire was distributed to 206 respondents from Jakarta. The relationship between variables was tested using Multiple and Simple Linear Regression Analysis. The study’s results show that peace of mind and peer-to-peer interaction have a positive influence on customer experience. There is no clear evidence that customer’s impressions of new media invested by retailers influence their experience. Moreover, customer experience positively influences customer’s intention to share traditionally and electronically.

Suggested Citation

  • Adilla Anggraeni & Sunita Dhillon, 2023. "How Does Customer Experience in a Traditional Fast Fashion Retail Setting Influence Customer Traditional and Electronic Word-of-Mouth Intention?," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 19th International Symposium on Management (INSYMA 2022), pages 987-995, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-008-4_123
    DOI: 10.2991/978-94-6463-008-4_123
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