THE INFLUENCE OF CUSTOMER EXPERIENCE QUALITY ON CUSTOMERS' BEHAVIORAL INTENTIONS

Abstract

Purpose: One of the major pillars in the success of an organization is to create best customer experience quality. Therefore, customer experience quality has been researched a number of times. But, the connection or relationship between customer loyalty and dimensions of customer experience quality, despite of its significance, has not been highlighted. The main objective of this research paper is to evaluate the impact of the quality of behavior among peers, the quality of interaction and outcome quality on customer loyalty, where customer experience quality acts as a mediating variable. Methodology & Design: Using a cross-sectional research design based on adopted scales with pre-established validities, self-reported primary data was collected from 402 cinema goers of Karachi, Pakistan. Hypotheses were tested using PROCESS Model 4 Mediation Analysis for SPSS by Hayes (2013). Findings: The results of the analysis show that there is a direct as well as indirect impact of service quality, the quality of behavior among peers and interaction quality on customer found between all predictors and the mediatingloyalty. Evidence of weak mediation variable. was Limitation: The current research employed non-probability convenience sampling with sample drawn only from Karachi therefore generalizability. the findings of the research have limited ies are planned, it is imperative to work on Recommendations: When service strategies regarding the quality of behavior among peers, focus ices should be delivered adequately to create enhancing the perceptions of customers improving interaction quality and core services on superior customer quality experience.