How Does Customer Experience in a Traditional Fast Fashion Retail Setting Influence Customer Traditional and Electronic Word-of-Mouth Intention?

Abstract

The primary objective of this study is to examine whether customer experience influences customer’s intention to share traditionally and electronically in the context of a fast fashion retail setting in Jakarta, Indonesia. An online questionnaire was distributed to 206 respondents from Jakarta. The relationship between variables was tested using Multiple and Simple Linear Regression Analysis. The study’s results show that peace of mind and peer-to-peer interaction have a positive influence on customer experience. There is no clear evidence that customer’s impressions of new media invested by retailers influence their experience. Moreover, customer experience positively influences customer’s intention to share traditionally and electronically.