@article{2024:frnzel:reciprocal,
title = {Reciprocal Effects of Cognitive, Affective, and Social Customer Experience on Customer Loyalty and Word-of-Mouth in Omnichannel Fashion Retailing},
year = {2024},
note = {Although the cognitive dimension of customer experience (CX) affects
the affective or social dimensions of CX and vice versa in
consumers’ thoughts and behavior, our understanding of this
reciprocity is limited. The authors fill this gap by applying
categorization theory rationales to analyze whether reciprocity exists
among important CX dimensions in consumer shopping at omnichannel
retailers and how it affects consumer loyalty versus word-of-mouth.
They analyze longitudinal data from 528 consumer evaluations of
leading fashion retailers in three waves via cross-lagged panel
models. The results indicate that the cognitive CX dimension increases
the affective and social dimensions and vice versa but to different
extents. The reciprocal effects of the CX dimensions are different for
consumer loyalty and word-of-mouth, and the results differ from those
of a nonreciprocal study. These findings have direct implications for
managers interested in understanding how the reciprocity of CX
dimensions affects consumer behavior.},
journal = {Marketing ZFP},
pages = {3--18},
author = {Fränzel, Nils and Swoboda, Bernhard},
volume = {46},
number = {4}
}