Impact of Customer Experience on Loyalty and WOM: A Mediation Mechanism of Positive Emotions

Purpose - Though word-of-mouth (WOM) intention has been checked as a dependent variable of some constructs such as loyalty, satisfaction, and trust in retail businesses but there is no study that investigated the effect of product and staff experience on behavioral outcomes i.e. loyalty and WOM intentions. The purpose of this study is to check how customer product and staff experience affect customer loyalty and WOM intention through the mediating role of customer positive emotions. Methodology - The study was cross sectional in nature and the data was collected from customers and total 275 responses were used for analysis. Data was analyzed by using structural equation modeling technique. Findings - The findings indicate that product and staff experience have an indirect effect on loyalty and WOM intention through the mediation of positive emotions. Limitations - Current study only observed product and staff experience whereas there are many other experience that a customer faces during shopping. Secondly, data was collected form the Sialkot city only due to time constraints. Researchers just checked the mediating role of positive emotions. Role of moderating variables can also be checked in future. Originality/Value - This is the first study that find the Impact of Customer Experience on Loyalty and WOM through the mediation of positive emotions.