Impact of Customer Experience on Word of Mouth and Brand Switching with Gender as the Moderator of the Mediating Role of Brand Image: A Moderated-Mediation Model

This study examines the influence of customer experience (CX) on word of mouth (WOM) and brand switching (BS), with the impact of brand image (BI) taken into account. Moreover, it examines the role of gender in this relationship, how the brand image of Pakistani clothing brands (CB) influences customer behaviour, and the urge to reduce brand switching or spread word of mouth. Data was collected from targeted customers of different clothing brands through a questionnaire survey of a sample size of 230. Studying the moderating variable at low and high levels to get insights by using moderated mediation. The findings revealed that CX does not significantly influence word of mouth, and BI does not mediate between the CX and WOM relationship, but gender as a moderator partially signifies the relationship. CX influences BS along with significant moderated mediation relationships between them. The research findings have great suggestions for managers of clothing brands and marketing researchers who could help consumers by giving them better services than those of competitors.