Atia Alpha Alfa, Ebenezer Addae, Winston Asiedu Inkumsah and Robert Yaw Amponsah
This study investigates by appreciating what customer experience entails as well as whether social regard impacts the relationship between customer experience and marketing outcomes. Utilizing an experience survey method because of the study’s focus, 524 out of the 650 respondents were found usable for the analysis after after using a convenience sampling approach to collect the responses. The findings confirm that customer experience is explained by such dimensions as employees, core service, value addition, speed and marketing mix. This is reflect by the positive and significant relationship which was shown in the findings to the effect that customer experience is explained by the above dimensions. Further, in assessing the direct influence of the higher order construct (customer experience) on such marketing outcomes as behavioural loyalty and satisfaction, the findings indicated a positive and significant relationship. Also, the results also established a link between satisfaction and loyalty behaviour although prior studies had questioned the nature of the relationship because although improved customer satisfaction is desirable it is not a sufficient basis for consumers exhibiting loyalty behaviour. The research as well illustrates that customer experience affects behavioural loyalty via social regard. The results have implications for academia and business practitioners.