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Customer Experience Management Influences Customer Loyalty: Case Study of Supercenters in Thailand

Customer Experience Management Influences Customer Loyalty: ...

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International Conference on Business,Economics and Tourism Management（CBETM2012）

作者： songsak wijaithammarit Teera Taechamaneestit Faculty of Business Administration Rangsit University

Purpose - From the literature of customer experience management, the researcher found that customer experience management was a powerful company's strategy to create customer satisfaction and to maintain customer loyalty to the brand for a long term commitment. The aim of this study was to examine the influence of customer experience management components that affected customer loyalty in Thailand's Supercenters. Design/methodology/approach - Structural equation modeling was used to test the hypotheses. Findings - According to the causal model of customer experience management on customer loyalty, the study found that customer experience management components had some influences over loyalty behavior i.e. increased purchase, cross-buying, up-buying, re-buying, word-of-mouth, and share of wallet through affective experience, cognitive experience, customer satisfaction and customer loyalty are considered as the highest correlation coefficient which represented a strategy resulting in a win- win value exchange between the retailer and its customers. Originality/value - Customer experience management is significance tool for the marketing strategies of businesses to enhance customer loyalty especially in competitive environment.

关键词： Customer Experience Management, Customer Loyalty, Customer Affection, Customer Cognition, Customer Satisfaction.

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