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Customer Experience Management: Analysis of Customer Retention in Restaurants in Anambra State, Nigeria

Marketing of Scientific and Research Organizations
Volume 49 (2023): Issue 3 (September 2023)
By:
Open Access
|Sep 2023

Figures & Tables

Clues of customer experience

S. No.Types of cluesProduced byInterpretation
1.Functional clueGoods and servicesRational (‘What’ of the experience)
2.Mechanic clueService environmentEmotional (‘How’ of the experience)
3.HumanicService providerEmotional (‘How’ of the experience)

Multiple regression analysis

ModelUnstandardised coefficientsStandardised coefficientstSig.
BStd. errorBeta
(Constant)12.2461.523 7.9320.000
Affective customer experience0.0930.0560.1931.4530.000
Cognitive customer experience0.1450.0820.2522.3710.001
Physical customer experience0.1610.0680.1571.0970.020
Social-identity customer experience0.0860.0970.2102.7890.002

Pearson's correlation between CEM components and customer retention

CEM variablesCustomer retention
CEM variablesPearson's correlation1648*
Sig. (2-tailed) 0.001
N353353
Customer retentionPearson's correlation648*1
Sig. (2-tailed)0.001
N353353

EFA of the measurement of CEM components

ItemMeanSDFactor loadingItem total correlation
CEM components
Affective3.732.6210.7720.621
Cognitive2.622.1920.6740.592
Physical3.191.3460.5620.560
Social identity2.010.9030.5270.513

Summary of the regression result of CEM and customer retention

RR2Adjusted R2Std. error of the estimateChange statisticsDurbin-Watson
R2 changeF changedf1df2Sig. F change
0.286a0.6130.5823.2610.6135.23843490.0001.736

Analysis of variance

ModelSum of squaresDfMean squareFSig.
Regression325.311461.4105.2310.001b
Residual3,521.42134911.152
Total3,846.732353

Summary of existing literature on customer experience and their dimensions

AuthorYearContextDimensions
Holbrook and Hirschman1982Conceptual articleFantasies, feelings and fun.
Arnould and Price1993River raftingHarmony with nature, communities and personal growth and renewal
Otto and Ritchie1996Tourism industry (airlines, hotels, tours and attractions)Hedonic, novelty, stimulation, safety, comfort and interactive
Pine and Gilmore1999ConceptualEntertainment, education, aestheticism and escape
Gentile et al.2007A study on some widely known brandsA sensory, an emotional, a cognitive, a pragmatic, a lifestyle and a relational component
Berry and Carbone2007ConceptualHumanic, Functional and Mechanic
Diller et al.2008ConceptualAccomplishment, beauty, creation, community, duty, enlightenment, freedom, harmony, justice, oneness, redemption, security, truth, validatio, and wonder
Brunner-Sperdin and Peters2009High-quality hotels in EuropeHardware, software and humanware
Verhoef et al.2009Retail environmentAssortment, price and promotions, social environment, atmosphere and service interface
Walls et al.2011Luxury hotel guestsPhysical environment, human interaction, the personal characteristics of guests and other trip-related factors
Mashingaidze2014Zimbabwean banking sectorSensory, affective, cognitive, physical and social-identity customer experience
Kavitha and Haritha2018Telecom sectorBrand image, service delivery experience, network experience, customer care experience, store experience, billing experience and web internet/self-service
Jaya and Kalai2019Private banksHumanic clues, functional clues and mechanic clues
Chepngetich2020Four- and five-star hotels in KenyaHumanic clues, functional clues, customer emotion clues and mechanic clues
Singh et al.2022Diagnostic centresRequisite infrastructure, the comfort of dealing, empathetic treatment, ancillary services, accessibility and availability
DOI: https://doi.org/10.2478/minib-2023-0013 | Journal eISSN: 2353-8414 | Journal ISSN: 2353-8503
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Language: English
Page range: 1 - 26
Submitted on: Mar 17, 2023
Accepted on: Jul 13, 2023
Published on: Sep 17, 2023
Published by: Institute of Aviation
In partnership with: Paradigm Publishing Services
Publication frequency: 4 times per year
Keywords:
customer experience management,
customer retention,
cognitive identity,
affective identity,
physical identity,
social identity
Related subjects:
Business and economics,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business development, change management, cooperation,
Key competences in scholarly research

© 2023 Cosmas Anayochukwu Nwankwo, MacDonald Isaac Kanyangale, published by Institute of Aviation
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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