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Spreading the word : how customer experience in a traditional retail setting influences consumer traditional and electronic word-of-mouth Intention

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dc.contributor.authorSiqueira Junior, José Ribamar
dc.contributor.authorPeña García, Nathalie
dc.contributor.authorter Horst, Enrique
dc.contributor.authorMolina, Germán
dc.contributor.orcidSiqueira Junior, José Ribamar [0000-0001-8210-1742]
dc.contributor.orcidPeña García, Nathalie [0000-0002-6594-5940]
dc.contributor.orcidter Horst, Enrique [0000-0001-5153-1475]
dc.contributor.orcidMolina, Germán [0000-0003-4693-6907]
dc.contributor.scopusSiqueira Junior, José Ribamar [57194709751]
dc.contributor.scopusPeña García, Nathalie [57202849705]
dc.contributor.scopuster Horst, Enrique [25655619900]
dc.contributor.scopusMolina, Germán [15728099800]
dc.date.accessioned2023-06-21T22:23:05Z
dc.date.available2023-06-21T22:23:05Z
dc.date.issued2019-06-10
dc.description.abstractenglishThe study of customer experience has gained substantial importance in the consumer behavior field because of how it impacts the development of long-term relationships with customers. The next frontier of customer experience research involves new contexts represented by new channels offered by retailers, thus sparking research interest in the experience lived by customers not only in physical stores but also in virtual stores as a clear representation of the concept of omni-channels. Within this context, consumers’ actions on social media are particularly important because they can act as product or service endorsements to other customers affecting their purchase intentions. In this article, we attempt to bridge the gap between real-world retail experiences and how they connect with the online retail environment through consumer behavior contrasting traditional and eWOM intention at the point of experience immediately after its consumption in a physical setting. In order to do so, a Bayesian hierarchical approach is used to provide an adaptable, low-sample statistical infrastructure for the analysis of the proposed relationships. Our findings show that customer experience in physical stores still have a higher impact on consumer traditional WOM intention than on eWOM intention.eng
dc.description.orcidhttps://orcid.org/0000-0001-8210-1742
dc.description.orcidhttps://orcid.org/0000-0002-6594-5940
dc.description.orcidhttps://orcid.org/0000-0001-5153-1475
dc.description.orcidhttps://orcid.org/0000-0003-4693-6907
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=57194709751
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=57202849705
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=25655619900
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=15728099800
dc.identifier.doihttps://doi.org/10.1016/j.elerap.2019.100870
dc.identifier.eissn1873-7846
dc.identifier.instnameinstname:Colegio de Estudios Superiores de Administración – CESA
dc.identifier.issn1567-4223
dc.identifier.reponamereponame:Biblioteca Digital – CESA
dc.identifier.repourlrepourl:https://repository.cesa.edu.co/
dc.identifier.urihttp://hdl.handle.net/10726/5086
dc.language.isoeng
dc.publisherElsevier BV
dc.relation.citationvolume37
dc.relation.ispartofjournalElectronic Commerce Research and Applications
dc.rights.accessrightsinfo:eu-repo/semantics/restrictedAccess
dc.rights.coarhttp://vocabularies.coar-repositories.org/access_rights/c_16ec/
dc.rights.localAcceso Restringido
dc.subjectBayesian modeling
dc.subjectCustomer experience
dc.subjectElectronic word-of-mouth
dc.subjecte-WOM
dc.subjectRetail
dc.subjectSocial media
dc.titleSpreading the word : how customer experience in a traditional retail setting influences consumer traditional and electronic word-of-mouth Intentioneng
dc.typearticle
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.type.coarversionhttp://purl.org/coar/version/c_71e4c1898caa6e32
dc.type.driverinfo:eu-repo/semantics/article
dc.type.redcolhttp://purl.org/redcol/resource_type/ART
dc.type.versioninfo:eu-repo/semantics/acceptedVersion

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