The role of customer experience in the perceived value–word-of-mouth relationship
(2022) In Journal of Services Marketing 36(3). p.364-378- Abstract
Purpose: The customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However, the association of CPV, CX and word-of-mouth (WoM) behavior remains nebulous to date, thereby generating an important research gap. In response and to bridge this gap, this study aims to explore CX’s role in the CPV–WoM behavior relationship, the role of WoM behavior arising from CX and whether CX acts as a core mediator (vs a moderator) in the association of CPV and subsequent consumer-behavior outcomes. Design/methodology/approach: By conducting two studies spanning a broad range of services, this paper explores the relationship between CPV, CX, and... (More)
Purpose: The customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However, the association of CPV, CX and word-of-mouth (WoM) behavior remains nebulous to date, thereby generating an important research gap. In response and to bridge this gap, this study aims to explore CX’s role in the CPV–WoM behavior relationship, the role of WoM behavior arising from CX and whether CX acts as a core mediator (vs a moderator) in the association of CPV and subsequent consumer-behavior outcomes. Design/methodology/approach: By conducting two studies spanning a broad range of services, this paper explores the relationship between CPV, CX, and WoM behavior through structural equation modeling. Findings: The findings are that CX plays a crucial role in the CPV–WoM relationship, thereby confirming the existence of a direct link between CPV (social/hedonic/utilitarian value), CX and WoM. The results also highlight CX’s mediating role in the relationship between social and utilitarian (but not hedonic) values. Moreover, the results reveal that the EXQ scale, measuring CX, comprises distinct experiences perceived by high and low CX-based customer segments, respectively. Practical implications: CPV (utilitarian, hedonic, social) not only affects consumers’ behavioral intentions but also, more importantly, their WoM behavior. Therefore, managers need to consider all three values. Moreover, managers should shift their focus from social value perceptions to CX. The results suggest that managers need to devote additional resources to the development of a suitable CX, which will help mitigate consumers’ online and/or offline brand-related WoM. This study indicates the context in which managers must emphasize the construct that produces positive outcomes. Originality/value: By identifying a direct relationship between CPV, CX and the ensuing consumer-behavior outcomes, the study offers important theoretical insight into CX’s nomological network.
(Less)
- author
- Kuppelwieser, Volker G. ; Klaus, Philipp ; Manthiou, Aikaterini and Hollebeek, Linda D. LU
- publishing date
- 2022
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Consumer-perceived value (CPV), Customer experience (CX), Mediator, Moderator, Structural equation modeling, Utilitarian/hedonic/social value, Word-of-mouth (WoM) behavior
- in
- Journal of Services Marketing
- volume
- 36
- issue
- 3
- pages
- 15 pages
- publisher
- Emerald Group Publishing Limited
- external identifiers
-
- scopus:85111349437
- ISSN
- 0887-6045
- DOI
- 10.1108/JSM-11-2020-0447
- language
- English
- LU publication?
- no
- additional info
- Publisher Copyright: © 2021, Emerald Publishing Limited.
- id
- a8bdcca6-5373-445e-88dc-c921db8efdbf
- date added to LUP
- 2023-02-21 13:12:09
- date last changed
- 2025-04-04 14:24:34
@article{a8bdcca6-5373-445e-88dc-c921db8efdbf,
abstract = {{<p>Purpose: The customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However, the association of CPV, CX and word-of-mouth (WoM) behavior remains nebulous to date, thereby generating an important research gap. In response and to bridge this gap, this study aims to explore CX’s role in the CPV–WoM behavior relationship, the role of WoM behavior arising from CX and whether CX acts as a core mediator (vs a moderator) in the association of CPV and subsequent consumer-behavior outcomes. Design/methodology/approach: By conducting two studies spanning a broad range of services, this paper explores the relationship between CPV, CX, and WoM behavior through structural equation modeling. Findings: The findings are that CX plays a crucial role in the CPV–WoM relationship, thereby confirming the existence of a direct link between CPV (social/hedonic/utilitarian value), CX and WoM. The results also highlight CX’s mediating role in the relationship between social and utilitarian (but not hedonic) values. Moreover, the results reveal that the EXQ scale, measuring CX, comprises distinct experiences perceived by high and low CX-based customer segments, respectively. Practical implications: CPV (utilitarian, hedonic, social) not only affects consumers’ behavioral intentions but also, more importantly, their WoM behavior. Therefore, managers need to consider all three values. Moreover, managers should shift their focus from social value perceptions to CX. The results suggest that managers need to devote additional resources to the development of a suitable CX, which will help mitigate consumers’ online and/or offline brand-related WoM. This study indicates the context in which managers must emphasize the construct that produces positive outcomes. Originality/value: By identifying a direct relationship between CPV, CX and the ensuing consumer-behavior outcomes, the study offers important theoretical insight into CX’s nomological network.</p>}},
author = {{Kuppelwieser, Volker G. and Klaus, Philipp and Manthiou, Aikaterini and Hollebeek, Linda D.}},
issn = {{0887-6045}},
keywords = {{Consumer-perceived value (CPV); Customer experience (CX); Mediator; Moderator; Structural equation modeling; Utilitarian/hedonic/social value; Word-of-mouth (WoM) behavior}},
language = {{eng}},
number = {{3}},
pages = {{364--378}},
publisher = {{Emerald Group Publishing Limited}},
series = {{Journal of Services Marketing}},
title = {{The role of customer experience in the perceived value–word-of-mouth relationship}},
url = {{http://dx.doi.org/10.1108/JSM-11-2020-0447}},
doi = {{10.1108/JSM-11-2020-0447}},
volume = {{36}},
year = {{2022}},
}