TY - JOUR PY - 2019 SN - 1972-4861 T1 - Understanding the customer experience-loyalty link: A moderated mediation model JO - MERCATI & COMPETITIVITÀ DA - 9/23/2019 12:00:00 AM DO - 10.3280/mc3-2019oa8501 UR - http://www.francoangeli.it/Riviste/Scheda_rivista.aspx?idArticolo=64661 AU - Ziliani, Cristina AU - Ieva, Marco SP - 51 EP - 69 IS - 3 VL - LA - EN AB - Multiple studies have focused on Customer Experience and its relationship with Customer Loyalty. Despite such attention, two research gaps are still open with reference to the Experience-Loyalty link: the mediating role of Customer Satisfaction and the moderating role of consumer characteristics. This study employs a moderated mediation analysis of the relationship between Customer Experience and CustomerLoyalty by including Customer Satisfaction as a mediator and Shopping Enjoyment as a moderator. An online survey on almost three thousand consumers is run with reference to grocery retailing. Results show the role of Customer Satisfaction as a mediator. Shopping Enjoyment interacts with the Negative Affective Customer Experience dimension in its relationship with Customer Satisfaction. PB - FrancoAngeli ER -