The emergence and influence of the customer experience in the context of sustainable consumption

The article examines the perception of omni-channel customers towards customer experience quality in Indian banks. The paper tries to highlights the emergence of omni-channel banking and the factors affecting the customer's perception in terms of customer experience quality. As customer experience is a new construct and not much significant academic literature has studied it in context of omni-channel strategy, it still remains to be a major issue for studies. In this context, we have highlighted the factors affecting the customer's perception about customer experience in omni-channel banking; moreover, we have proposed a model for omni-channel customer experience in context of banking based on the findings to supplement the existing literature.

The township economy supports many South Africans by creating employment and reducing the socio-economic challenges facing the country. To ensure sustainable growth of the sector, research is required on key businesses within the informal economy. This study empirically investigated the factors influencing the shopping experience of spaza shop customers in South Africa. Spaza shops, an under-researched South African context, continue to expand in various townships and serves as retail outlet where consumers purchase their daily products and services. The study embraced a quantitative research design. A self-administered questionnaire was employed to collect the data for the study. The target respondents include customers who were older than 18 years and had previously purchased from spaza shops. Respondents were selected using convenience sampling. The questionnaires were distributed to six townships in South Africa. 185 usable questionnaires were included in the data analysis. The empirical results provided evidence that supports the existence of statistically significant positive correlations between five independent experience factors, namely: esthetic, distinctiveness, cognitive, affective and social; with customer experience (dependent variable). Additionally, three of the five experience factors (social, affective and cognitive) are significant predictors of customer experience in the context of this study. Based on the identified factors, several recommendations are made for improving customer experience in a spaza shop context. Recommendations made are expected to enhance the competitiveness of spaza shops thereby enabling them to increase their contribution to employment creation and national Gross Domestic Product.

This study aims to identify and analyze the direct effect of integration channels on customer affective and cognitive experiences and customer loyalty, as well as an indirect relationship where affective and cognitive experiences mediate between integration channels and customer loyalty Gen Z. This research is quantitative. The population used was Generation Z in Medan City with a sample size of 253 respondents. Sampling was carried out using a non-probability sampling approach using purposive sampling. The results of this study are product integration and price and transactions have a significant effect on customer experience both affectively and cognitively. Integration of promotions and access to information does not significantly affect the customer's experience effectively and cognitively. Customer service integration significantly affects cognitive customer experience but does not affect effective customer experience. The integration of customer service fulfillment has a significant effect on the customer's affective experience and does not affect the cognitive customer experience. Meanwhile, affective and cognitive customer experiences significantly affect Gen Z customer loyalty. In an indirect relationship, affective and cognitive customer experiences can mediate between promotion integration and access to information on customer loyalty. Affective experience cannot mediate between customer service integration on Gen Z loyalty while cognitive customer experience can mediate. Cognitive customer experience cannot mediate between integration of order fulfillment and loyalty, while affective experience can mediate. This research contributes to the omnichannel marketing literature by providing new insights into the importance of affective and cognitive customer experiences in omnichannel shopping.

PurposeThe global retail landscape has changed drastically. The rising role of Asia as one of the fastest growing international retail penetration and expansion will continue to make the region to be the driving force in world economic growth. However, the ambitious expansion plans are making the retail sector to be more challenging. Emphasizing on the customer experience and enhancing the value proposition to customers are undeniably vital factors for the long-term survival of any retail business. Therefore, the purpose of this paper is to examine the influence of store attributes on customer experience and customer engagement in the context of department store in Malaysia. Subsequently, the influence of customer experience on customer engagement is also analyzed.Design/methodology/approachUsing drop and collect survey, 484 valid responses of department store cardholders of age 18 years and above in the area Klang Valley, Malaysia, were collected. PLS structural equation modeling was used to test the hypotheses of this study.FindingsResults revealed that customer experience is influenced by merchandise, store atmosphere, and loyalty program, while customer engagement is influenced by merchandise, communication, interpersonal communication, and loyalty. In contrast, post-transaction services were found to have non-significant impact on both customer experience and customer engagement. Analysis also revealed a strong relationship between customer experience and customer engagement.Research limitations/implicationsThis study is carried out on customers of department store in Malaysia. However, the researchers urge other researchers to replicate the study from different countries and category of department stores.Originality/valueRetail researchers recognize little knowledge on the contribution of store attributes to customer experience and customer engagement. This paper represents original research that encourages foreign retailers to employ service-dominant logic as a new marketing thought in designing strong customer engagement and experience strategies to capture the Malaysia market.

The study results from various researchers have highlighted mixed findings on the influence of customer experience on savings mobilization among MSEs who mobilize their financial resources in diverse financial institutions at their respective financial institutions, whereas it has generally been argued that satisfying customer experience greatly influences customers repurchase intentions, dissatisfaction has been viewed as the primary reason for customer’s intention to switch to competitors. The current research used mixed research design to conduct the study among 339MSEs who are registered with KNCCI Trans Nzoia county. Stratified sampling was used to categorize MSEs into three strata’s; service manufacturing and commerce or trade, then random sampling used to select the study sample. Pilot study was conducted to test the research instruments reliability and validity and were found to meet the threshold 0.70.The study conducted correlation among customer experience factors which were found to be significant . The main findings of this study showed that customer experience influences savings mobilization among the MSE’s. The financial institutions clients want to feel recognized and valued by the employees of the financial institution when seeking products and services from them. The entrepreneurs expect high quality saving products and services meeting their unique needs, they also need to receive feedback and updates on time from their financial institutions whenever they make enquiries at their respective financial institutions.

<p><b>Companies are increasingly incorporating digital assistants on their websites to improve the customer experience in their online frontline services. However, despite their functional advantages, digital assistants have yet to provide optimal customer experiences and rewarding interactions for firms and customers. For example, customers are prone to stop interacting with digital assistants, which affects sales processes. Emotional and social aspects in service encounters provided by human contact are essential for excellent customer service, which is relevant in online services because online platforms limit human contact. In this context, designing an optimal digital assistant interface with adequate human-like characteristics is necessary to enhance digital assistants with emotional and social cues. Although several studies have found relationships between human likeness and concepts such as customer experiences, trust, and behavioural intentions, to the best understanding of this study, more research is needed to observe the effects of different types of human likeness realism on a wide range of types of feelings, thoughts and beliefs; to look at them from a multidimensional approach; and to use a combination of affect-as-information, information-processing, social presence, human-likeness realism and uncanny valley theories. A question identified is whether making a digital assistant interface look more human-like improves its acceptance and use by providing a more pleasant experience and making it look more trustworthy.</b></p> <p>This dissertation aims to answer the following research questions: (1) To what extent do different levels of human-likeness realism (HLR) in digital assistant interfaces influence affective and cognitive customer experiences, willingness to trust in digital assistants and purchase intention?; (2) To what extent do (a) affective and cognitive customer experiences formed from the interaction with digital assistants and (b) willingness to trust in digital assistants influence the intention to purchase from a digital assistant?; and (3) To what extent does HLR moderate the relationships between affective and cognitive customer experiences, willingness to trust in digital assistants and purchase intention?</p> <p>A conceptual model was built to help identify: (1) the effects of low, medium and high HLR characteristics of digital assistants on positive and negative affective customer experiences, cognitive customer experiences, willingness to trust in digital assistants, and intent to purchase from a digital assistant; and (2) the process that explains the role of customer experience and willingness to trust in digital assistants in customers’ intention to purchase from digital assistants with human-like characteristics.</p> <p>A between-subjects experiment was designed to test the effects of low, medium and high HLR in positive and negative affective customer experiences, utilitarian, immersive and social cognitive customer experiences, willingness to trust in a digital assistant and purchase intention. One-way ANOVA tests were used to test the differences produced by each type of digital assistant interface tested. Linear regressions were used to test the relationship between the variables.</p> <p>This study contributes in four ways. First, High HLR is presented as a breaking point where the perception of affective CX, TRU, and PI turns into negative outcomes. Second, it was observed that, although human likeness is a crucial element in creating positive feelings and thoughts about the digital assistant, low to medium HLR characteristics did not appear to produce significant changes in affective and cognitive customer experiences, willingness to trust in digital assistants and purchase intention. The non-significant differences are potentially explained by the presence of a human likeness ceiling in the effects of HLR on dependent variables. Third, affective customer experience is a major driver of cognitive customer experience, willingness to trust and purchase intention. Fourth, although interaction with digital assistants creates a state of immersion, this does not appear to convert into higher trust nor purchase intentions. These findings suggest to marketing practitioners that digital assistants should be designed with low or medium HLR characteristics in opposition to high HLR characteristics to produce optimal interactions.</p>

The restaurant business in Indonesia has always been dominated by foreign market share. Without looking far, busy centers such as malls, for example, are currently filled with restaurants from western countries or China. Starting from fast food restaurants to restaurants that provide full course menus. The population continues to increase, meaning the level of human need for food also continues to increase. Especially in the restaurant sector, it is currently showing very good development and is a business prospect that is progressing rapidly and increasing. The aim of this research is to find out whether promotions partially have a significant effect on purchasing decisions at Boss Cafe Bhayangkara, as well as knowing the influence of Customer Experience on purchasing decisions, and knowing simultaneously on Word of Mouth and the existence of Promotions in Customer Experience, Word of Mouth which has an influence on purchasing decisions at Boss Café Bhayangkara. In this research method, it is quantitative. The population in this research is all Boss Café Bhayangkara customers. The sampling technique is based on criteria (considerations). The sample parameters are: All Boss Café Bhayangkara customers, all Boss Café Bhayangkara customers came back using the Zikmund formula to reduce the sample size, so the sample in this study was 96 people and rounded up to 100 people. The results obtained from this research show that: 1) Promotion, 2) Customer Experience, 3) Wort of Mouth, 4) Purchase decisions. Basically, it shows how far the influence of an independent variable individually is in explaining the dependent variable.

In the midst of changes in digital technology, customer behavior and the development of he business environment, BCA responds by taking strategic steps and policies in maintaining the excellence of digital banking services based on meeting customer needs through the provision of innovations in digital-based products and services. Attention to customer experience, increasing customer satisfaction and electronic word of mouth (EWOM) creates customer loyalty. This study aims to analyze whether 1) the influence of customer experience, efficiency, trust and ease on customer satisfaction. 2) the influence of customer satisfaction on EWOM. 3) the influence of customer experience, customer loyalty and EWOM towards customer loyal. The sampling technique uses a nonprobability sampling technique with a judgement sampling method. A total of 250 BCA customers and millennials were selected as respondents where the questionnaire survey was conducted from December 2021 to May 2022. Data analysis was performed using the SEM-LISREL analysis tool. The results of this study showed that first, customer experience and ease affected customer satisfaction, meanwhile efficiency and trust did not affect customer satisfaction. Second, customer satisfaction affected EWOM. Lastly, Customer experience and EWOM affected customer loyalty, meanwhile customer satisfaction did not affect customer loyalty. Keywords: digital technology, ease, efficiency, SEM, trust

This study investigates the relationships between several key variables. The central questions are: 1) Does the New E-PLKK Service (X₁) impact Customer Satisfaction (Y)? 2) Does it affect Customer Experience (Z)? 3) How does Trust (X₂) influence Customer Satisfaction (Y)? 4) What is its effect on Customer Experience (Z)? 5) Does Customer Behavior (X₃) affect Customer Satisfaction (Y)? 6) How does it influence Customer Experience (Z)? 7) Is there a relationship between Customer Experience (Z) and Customer Satisfaction (Y)? 8) Can Customer Engagement (M) moderate the relationship between Customer Experience (Z) and Customer Satisfaction (Y)? Employing a quantitative approach, this explanatory study systematically addresses these questions. It begins with defining the research background, problem formulation, objectives, limitations, and potential benefits. The methodology includes a literature review, population determination, sample selection, and instrument development. The study surveyed 70 PICs from PLKK across Gresik Regency, utilizing both primary and secondary data sources. Data collection was carried out through questionnaires, and the analysis employed Structural Equation Modeling (SEM). Descriptive analysis summarized the data, while Partial Least Square (PLS) techniques examined latent variables and their interrelations. The findings reveal that the New E-PLKK Service Quality significantly influences Customer Satisfaction but not Customer Experience. Trust positively affects both Customer Satisfaction and Customer Experience. Additionally, Customer Behavior impacts both Satisfaction and Experience, while Customer Experience is shown to influence Satisfaction. However, Customer Engagement does not moderate the effect of Customer Experience on Satisfaction.

PurposeThe experience of the service is not a conscious decision. Customer experience is built on the customer’s interpretations and feelings that they experience during customer journey. The customer experience is influenced by different interaction situations, as well as, for example, the physical environment. In sports services, customers and instructors are in various interaction situations during service journey. Each customer experiences the service in their own way, and for this reason, the experiences of sports services vary between customers. The aim of this study was to examine the factors that influence customer experience in sports services.MethodsThe study was carried out using qualitative methods. There were 22 participants in the study who occasionally use or do not use sports services. On average, the participants were 48 years old. The data were collected through written stories during autumn 2023. Participants described thoughts and feelings related to different phases of sports service journey with the help of assistive questions. The data were analyzed using content analysis.ResultsThe results showed that safety experience, encounters, and the instructor’s expertise strengthen the customer experience in sports services. The experience of safety was related to the activities of the sports service and the instructor, the content of the group, other participants of the group, and the surrounding environment. When using the sports service, customers experience fear of how their own competence, fitness, and skill fit into the selected group.ConclusionThis study provided a broader understanding of the construction of customer experience in sports services. It makes visible which are the main elements that strengthen the customer experience in sports services. The results can be used to develop the customer experience of users of sports services and to promote the use of people’s sports services as part of physical activity promotion.The research has been co-funded by the European Union.

With the rapid development of online shopping and traditional physical store shopping interweaving to form different shopping situations, customer experience has gradually become the main source of retailers’ sustainable competitive advantage through differentiation. Retailers need to continuously improve customer experience in different shopping situations to maintain long-term sustainable customer satisfaction and achieve sustainability. The study aims to examine what kind of shopping situations will influence customer experience and customer satisfaction. A total of 288 questionnaires were collected from two different shopping situations (146 questionnaires from physical stores were collected in five cities in China and 142 online questionnaires were collected from 21 provinces in China), and multiple regression analysis was adopted to test the hypotheses. As a result, we found that customer experience with staff service, shopping environment, and shopping procedure has a positive influence on customer satisfaction. Different shopping situations significantly moderate the relationships among customer experience with the shopping environment, product experience, and customer satisfaction but rarely influence customer experience with staff service and service procedures. Finally, gender significantly moderates the relationship between customer experience and customer satisfaction in different shopping situations. This study theoretically reveals the relationship between customer experience and satisfaction in different shopping situations and provides practical suggestions for retailers to form differentiated sustainable competitive advantage through customer experience management.

The rapid development of e-commerce in Indonesia has significantly transformed consumer purchasing behavior, particularly in online fashion shopping via Shopee, one of the country's most dominant e-commerce platforms. This study aims to analyze the influence of customer experience, personalized marketing, and brand trust on fashion product purchase decisions on Shopee among consumers in Medan City. This research employed a quantitative approach with a cross-sectional design. A total of 300 respondents were selected using non-probability sampling, defined as active Shopee users who had purchased fashion products within the last six months. Data were collected through a Likert-scale questionnaire, and data analysis was conducted using multiple linear regression with SPSS version 25.The results indicate that customer experience, personalized marketing, and brand trust each have a positive and significant effect on purchase decisions. Brand trust emerged as the most dominant variable, with the highest regression coefficient, suggesting that trust in the platform and sellers plays a crucial role in reducing perceived risk and enhancing consumer confidence in purchasing decisions. Simultaneously, the three independent variables significantly influence purchase decisions, with an R-square value of 0.256, indicating that the model explains 25.6% of the variance in consumer purchase decisions. These findings emphasize the importance of enhancing user experience, implementing personalized marketing strategies, and strengthening brand trust to stimulate purchase decisions on e-commerce platforms. This study contributes both theoretically and practically to the development of digital marketing strategies, particularly in the fashion sector within the Shopee marketplace

PurposeThe purpose of this paper is to investigate cognitive and affective customer service in Thailand's maltichannel retail environment. The research used the stimulus–organism–response model of consumer behaviour. The study's theoretical framework incorporated the multichannel service quality framework (Sousa and Voss, 2006) and a decomposed measure of customer experience, including cognitive and affective customer experience (Gao et al., 2021). Outcomes investigated included repurchase intention and word-of-mouth intention.Design/methodology/approachA quantitative survey of Thai consumers (aged 18 and over) who had purchased from multichannel retailers at least one time in the past year (n = 502) was conducted. Data were collected online and analysed using a structural equation modelling approach.FindingsSignificant factors in cognitive customer experience and affective customer experience included breadth of channel choice, transparency of channel, content consistency and process consistency. Effects differed in strength on these effects. Cognitive customer experience and affective customer experience influenced repurchase intention and word-of-mouth intention, with a stronger effect from affective customer experience.Originality/valueThis research presents an integrative model for customer experience in multichannel marketing, incorporating a well-established model of multichannel service quality and a decomposed measure of customer experience. It also illustrates the difference between cognitive customer experience and affective customer experience, which have different effect sizes from antecedents and different effects on outcome variables. This finding is a significant theoretical advancement.

This study aims to examine the relationship between customer experiences and customer loyalty in the context of telecommunication industry. A self–administrated questionnaire was distributed to 248 network service subscribers as a sample of this study. PLS approach to Structural Equation Modelling (SEM) was applied to data analysis. In the second-order model derived from the results, customer experience is decomposed into 3 dimensions, namely core service, charging, and brands, which have a significant impact towards customer loyalty. It is concluded that customer experience positively influenced customer’s loyalty. The study’s results have important implications for the durability of customer relationship with the service provider since it provides the best practice guideline in building customer loyalty through customer experience. Designing good customer experience will ensure telecommunication industry to perform well. Furthermore, this paper hopes to enhance marketing manager’s knowledge and understanding of the effect of customer experience towards customer loyalty. Thus, they will be able to precisely maneuver the identified determinants that contribute towards greater. customer experiences

This research entitle of " Mediating Variables: A Review of the Influence of Service Quality, Customer Experience, and Trust on Loyalty and Satisfaction at the Berbah Public Health Center, Sleman Regency ". The purpose of this study is to find and analyze the influence of service quality, customer experience and trust on loyalty with satisfaction as a mediation variable. To research it uses purposive sampling and accidental sampling of 100 respondents. The tests on this study were conducted with tests of validity, reliability, classical assumptions, hypothesis testing,path analysisand sobel tests. With multiple linear regression analysis in this study obtained results b1 =0.217 showed a positive influence of service quality variables on loyalty, b2 =0.209 showed a positive influence of customer experience variables on loyalty, b3= 0.146 showed a positive influence of trust variables on loyalty, b4 = 0.164 showed a positive influence of satisfaction variables on loyalty. For partial hypothesis testing used t test, obtained a value of tcalculated for the quality of service to loyalty of 4,072, tcount for customer experience to loyalty of 3,648, for trust to loyalty of 2,657 and tcalculate for patient satisfaction to loyalty of 2,657. Then based on the results of calculations through the sobel test, patient satisfaction mediated the relationship between the quality of service to loyalty with at count value of 2,281, patient satisfaction mediated the relationship between customer experience to loyalty with at calculated value of 2,095,patient satisfaction mediated the relationship between trust to loyalty with at count value of 2.0009.