EAN: 9783954891184

CUSTOMER EXPERIENCES AFFECT CUSTOMER LOYALTY AN...

The study at hand investigates customer experiences at the American coffee company Starbucks
and develops a new scale to measure customer experience quality on the basis of four
dimensions: Service quality  atmosphere quality  flow quality and learning quality. The study
reveals that product quality itself is a separate  but related construct to customer experience
quality which alone is not sufficient to create customer loyalty. The effect of customer
experience quality and product quality on customer loyalty intentions is found to be fully
mediated by perceived value. Moreover  perceived wealth of the customer acts as a moderator and
increases the positive effect of customer experience quality on perceived value whereas it
weakens the effect of product quality on perceived value. Collectively  the results extend and
clarify concepts in the evolving  but inconsistent customer experience management literature.
The findings enable managers to stage customer experiences more effectively and more
efficiently.

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