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CX, i.e., consumers’ holistic, subjective multidimensional mental response to an interaction with a firm, is an important source of firms’ competitive advantage. CX encompasses cognitive, affective, or social responses throughout the consumer journey that influence consumer behavior. Fashion retailers, such as Zara or H&M, strive for an overall CX, while others focus on individual CX dimensions.

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Study 3: Reciprocal Effects of Cognitive, Affective and Social Customer Experience on Customer Loyalty and Word-of-Mouth in Omnichannel Retailing

  • 章节

  • 发表日期：

    2025年

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  • Nils Fränzel

摘要

CX, i.e., consumers’ holistic, subjective multidimensional mental response to an interaction with a firm, is an important source of firms’ competitive advantage. CX encompasses cognitive, affective, or social responses throughout the consumer journey that influence consumer behavior. Fashion retailers, such as Zara or H&M, strive for an overall CX, while others focus on individual CX dimensions.