Authors: Gert Human; Michelle Hill
Customer experience research draws on the evolution of service dominant logic, relationship marketing and the recent notion of experiential marketing. To date these contributions largely avoid an explicit consideration of interaction experience and mostly stems from developed economies. Our paper attempts to fill this gap by investigating the relationship between interaction experience and intention to continue the relationship in four different emerging market contexts. Conceptual and empirical studies on “customer experience” in a Business-toBusiness remain scant and researchers often revert to conventional constructs in order to understand customer experience phenomena. Therefore it is not surprising that the measurement of customer experience remains somewhat contentious. Our study considers the relationships between interaction experience, supply availability and customers’ intention to stay in the relationship across four different countries in southern Africa. Data were from 1216 customers of a focal firm operating in the Southern Africa construction and mining industry. The SEM results suggest that Interaction Experience is driven by Supply Availability and together these constructs drive customer’s intention to remain in supply relationships. Or results then also show similarities and variation across cultural contexts.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2016
Conference: Poznan, Poland (2016)