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

S. No.	Types of clues	Produced by	Interpretation
1.	Functional clue	Goods and services	Rational (‘What’ of the experience)
2.	Mechanic clue	Service environment	Emotional (‘How’ of the experience)
3.	Humanic	Service provider	Emotional (‘How’ of the experience)

[i] Source: Berry and Carbone (2007).

Table 2.

Summary of existing literature on customer experience and their dimensions

Author	Year	Context	Dimensions
Holbrook and Hirschman	1982	Conceptual article	Fantasies, feelings and fun.
Arnould and Price	1993	River rafting	Harmony with nature, communities and personal growth and renewal
Otto and Ritchie	1996	Tourism industry (airlines, hotels, tours and attractions)	Hedonic, novelty, stimulation, safety, comfort and interactive
Pine and Gilmore	1999	Conceptual	Entertainment, education, aestheticism and escape
Gentile et al.	2007	A study on some widely known brands	A sensory, an emotional, a cognitive, a pragmatic, a lifestyle and a relational component
Berry and Carbone	2007	Conceptual	Humanic, Functional and Mechanic
Diller et al.	2008	Conceptual	Accomplishment, beauty, creation, community, duty, enlightenment, freedom, harmony, justice, oneness, redemption, security, truth, validatio, and wonder
Brunner-Sperdin and Peters	2009	High-quality hotels in Europe	Hardware, software and humanware
Verhoef et al.	2009	Retail environment	Assortment, price and promotions, social environment, atmosphere and service interface
Walls et al.	2011	Luxury hotel guests	Physical environment, human interaction, the personal characteristics of guests and other trip-related factors
Mashingaidze	2014	Zimbabwean banking sector	Sensory, affective, cognitive, physical and social-identity customer experience
Kavitha and Haritha	2018	Telecom sector	Brand image, service delivery experience, network experience, customer care experience, store experience, billing experience and web internet/self-service
Jaya and Kalai	2019	Private banks	Humanic clues, functional clues and mechanic clues
Chepngetich	2020	Four- and five-star hotels in Kenya	Humanic clues, functional clues, customer emotion clues and mechanic clues
Singh et al.	2022	Diagnostic centres	Requisite infrastructure, the comfort of dealing, empathetic treatment, ancillary services, accessibility and availability

[i] Source: Author.

Table 3.

Pearson's correlation between CEM components and customer retention

		CEM variables	Customer retention
CEM variables	Pearson's correlation	1	648*
CEM variables	Sig. (2-tailed)		0.001
N	353	353
Customer retention	Pearson's correlation	648*	1
Customer retention	Sig. (2-tailed)	0.001
N	353	353

* Correlation is significant at the 0.01 level (two-tailed). CEM, customer experience management.

Table 4.

EFA of the measurement of CEM components

Item	Mean	SD	Factor loading	Item total correlation
CEM components
Affective	3.73	2.621	0.772	0.621
Cognitive	2.62	2.192	0.674	0.592
Physical	3.19	1.346	0.562	0.560
Social identity	2.01	0.903	0.527	0.513

[i] KMO = 0.537; X² = 625.251; DF = 4; P–V < 0.000; Cronbach's α = 0.619; percentage of variance explained = 61.0%.

[ii] CEM, customer experience management; EFA, exploratory factor analysis; KMO, Kaiser–Meyer–Olkin.

Table 5.

Summary of the regression result of CEM and customer retention

R	R²	Adjusted R²	Std. error of the estimate	Change statistics					Durbin-Watson
R	R²	Adjusted R²	Std. error of the estimate	R² change	F change	df1	df2	Sig. F change	Durbin-Watson
0.286^a	0.613	0.582	3.261	0.613	5.238	4	349	0.000	1.736

a Predictors: (constant), affective, cognitive, physical and social identity.

b Dependent variable: customer retention.

CEM, customer experience management.

Source: SPSS 27.

Table 6.

Analysis of variance

Model	Sum of squares	Df	Mean square	F	Sig.
Regression	325.311	4	61.410	5.231	0.001^b
Residual	3,521.421	349	11.152
Total	3,846.732	353

a Dependent variable: customer retentions

b Predictors: (constant), affective, cognitive, physical and social identity.

Source: SPSS 27.

Table 7.

Multiple regression analysis

Model	Unstandardised coefficients		Standardised coefficients	t	Sig.
Model	B	Std. error	Beta	t	Sig.
(Constant)	12.246	1.523		7.932	0.000
Affective customer experience	0.093	0.056	0.193	1.453	0.000
Cognitive customer experience	0.145	0.082	0.252	2.371	0.001
Physical customer experience	0.161	0.068	0.157	1.097	0.020
Social-identity customer experience	0.086	0.097	0.210	2.789	0.002

a Dependent variable: customer retention.

Source: SPSS 27.

References

Authors

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Articles in this issue

DOI: https://doi.org/10.2478/minib-2023-0013 | Journal eISSN: 2353-8414 | Journal ISSN: 2353-8503

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Language: English, Polish

Page range: 1 - 26

Submitted on: Mar 17, 2023

Accepted on: Jul 13, 2023

Published on: Sep 17, 2023

Published by: ŁUKASIEWICZ RESEARCH NETWORK – INSTITUTE OF AVIATION

In partnership with: Paradigm Publishing Services

Keywords:

customer experience management,

JEL:

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 ŁUKASIEWICZ RESEARCH NETWORK – INSTITUTE OF AVIATION
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 49 (2023): Issue 3 (September 2023)