Purpose

The customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However, the association of CPV, CX and word-of-mouth (WoM) behavior remains nebulous to date, thereby generating an important research gap. In response and to bridge this gap, this study aims to explore CX’s role in the CPV–WoM behavior relationship, the role of WoM behavior arising from CX and whether CX acts as a core mediator (vs a moderator) in the association of CPV and subsequent consumer-behavior outcomes.

Design/methodology/approach

By conducting two studies spanning a broad range of services, this paper explores the relationship between CPV, CX, and WoM behavior through structural equation modeling.

Findings

The findings are that CX plays a crucial role in the CPV–WoM relationship, thereby confirming the existence of a direct link between CPV (social/hedonic/utilitarian value), CX and WoM. The results also highlight CX’s mediating role in the relationship between social and utilitarian (but not hedonic) values. Moreover, the results reveal that the EXQ scale, measuring CX, comprises distinct experiences perceived by high and low CX-based customer segments, respectively.

Practical implications

CPV (utilitarian, hedonic, social) not only affects consumers’ behavioral intentions but also, more importantly, their WoM behavior. Therefore, managers need to consider all three values. Moreover, managers should shift their focus from social value perceptions to CX. The results suggest that managers need to devote additional resources to the development of a suitable CX, which will help mitigate consumers’ online and/or offline brand-related WoM. This study indicates the context in which managers must emphasize the construct that produces positive outcomes.

Originality/value

By identifying a direct relationship between CPV, CX and the ensuing consumer-behavior outcomes, the study offers important theoretical insight into CX’s nomological network.

中文翻译：

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客户体验在感知价值-口碑关系中的作用

目的

正如在基于文献的辩论中所揭示的那样，客户体验 (CX) 被不同地视为客户感知价值 (CPV) 的驱动因素或结果。然而，迄今为止，CPV、CX 和口碑 (WoM) 行为之间的关联仍然模糊不清，因此产生了重要的研究空白。作为回应并弥合这一差距，本研究旨在探讨 CX 在 CPV-WoM 行为关系中的作用、由 CX 引起的 WoM 行为的作用以及 CX 是否在 CPV 和随后的消费者行为结果。

设计/方法/方法

通过开展两项涵盖广泛服务的研究，本文通过结构方程建模探讨了 CPV、CX 和 WoM 行为之间的关系。

发现

研究结果表明，CX 在 CPV-WoM 关系中起着至关重要的作用，从而证实了 CPV（社会/享乐/功利价值）、CX 和 WoM 之间存在直接联系。结果还突出了 CX 在社会价值和功利（但不是享乐）价值之间的关系中的中介作用。此外，结果表明，衡量 CX 的 EXQ 量表分别包含高和低 CX 客户群所感知的不同体验。

实际影响

CPV（功利、享乐、社交）不仅影响消费者的行为意图，更重要的是影响他们的口碑行为。因此，管理者需要考虑所有三个价值。此外，管理者应该将他们的注意力从社会价值观念转移到 CX。结果表明，管理者需要投入额外的资源来开发合适的客户体验，这将有助于减轻消费者在线和/或离线品牌相关的口碑。这项研究表明管理者必须强调产生积极结果的结构的背景。

原创性/价值

通过确定 CPV、CX 和随后的消费者行为结果之间的直接关系，该研究为 CX 的规则网络提供了重要的理论见解。