Memorable customer experiences and autobiographical memories: From service experience to word of mouth
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Title
Memorable customer experiences and autobiographical memories: From service experience to word of mouthDate
2023-02-20Publisher
ElsevierISSN
0969-6989; 1873-1384Bibliographic citation
Moliner-Tena, M. A., Monferrer-Tirado, D., Estrada-Guillen, M., & Vidal-Meliá, L. (2023). Memorable customer experiences and autobiographical memories: From service experience to word of mouth. Journal of Retailing and Consumer Services, 72, 103290.Type
info:eu-repo/semantics/articleVersion
info:eu-repo/semantics/publishedVersionSubject
Abstract
The aim of this paper is to study the relationship between customer experience and word of mouth (WOM) through two mediating variables: customer satisfaction and memorable characteristics of service experience (MCSE). ... [+]
The aim of this paper is to study the relationship between customer experience and word of mouth (WOM) through two mediating variables: customer satisfaction and memorable characteristics of service experience (MCSE). Memory theory is adopted as a theoretical background, with emphasis on the key role of episodic or autobiographical memory. Memorable customer experience (MCE) is defined from this perspective, thereby enabling the connection between human memory theory and service-dominant (S-D) logic. As for the impact of the internet on WOM, two types of WOM behaviours are examined: positive WOM (pWOM) and eWOM. A methodology was designed from a survey that used a questionnaire based on measurement scales validated by the literature. The sample is of 1476 tourists who visited seven Spanish tourism destinations. The results show service experience precedes customer satisfaction and MCSE. Both pWOM and eWOM are significantly influenced by customer satisfaction and MCSE. Various scenarios are put forward in which several combinations of customer satisfaction and MCSE give rise to different intensities and valence of pWOM and eWOM. [-]
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Journal of Retailing and Consumer Services 72 (2023) 103290Related data
Data will be made available on request.Funder Name
Generalitat Valenciana
Project code
AICO/2020/074
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0969-6989/© 2023 The Authors. Published by Elsevier Ltd.
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
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