Does Customer Experience Management Impact Customer Loyalty Shopping at Supermarket? The Case in the Mekong Delta, Vietnam

Abstract

The research analyzes the impact of customer experience management on customer loyalty shopping at supermarket. 321 correspondents in the Mekong Delta were interviewed by questionnaire at the supermarkets. The descriptive statistics, factor analysis, Cronbach's Alpha, structural equation modeling and multi-group structural analysis methods were used in this study. The results show that the components of customer experience management include six components such as brand name, space, commodity, staff, parking lot and the presence of other stores in supermarkets. In particular, the commodity composition has the strongest impact on customer experience management and satisfaction and directly influences on customer loyalty. In addition, elements of customer experience management affect customer loyalty indirectly through sensory experience, social experience and satisfaction. The results of multivariate analysis show that age group, spending per shopping at supermarkets and marital status of the client does not change the relationships in the research model. Meanwhile, the relationship of the different models of the client group income, gender, education, occupation and customers are different. This study adds value to consumer behavior and customer experience management literature.