RETRACTED: Experiential marketing: Will it affect customer citizenship behavior? An empirical study of multiple mediation model in Thailand

Abstract

The purpose of this study is to examine the consumer's experience of sense, feel, thinking, action, and relate experience in the shopping process whether the consumer is willing to voluntarily make beneficial behaviors for the enterprise. The study also aimed to assess the mediating effect of subjective well-being, brand identity, and received service fairness in the relationship between experimental marketing and customer citizenship behavior. Convenient sampling techniques were used to select samples. After deleting invalid questionnaires, a total of 109 valid questionnaires were recovered for data analysis. The analysis results after using SmartPLS for the structural model show that experience marketing will have a significant positive effect on customer citizenship behavior. The findings of this study extend the company's understanding of the relationship between consumer shopping experience in online shopping platforms, consumer subject well-being, brand identity, perceived service fairness, and customer citizenship behavior. At the same time, this study also provides discussion and enlightenment for the companies that operate online shopping supermarkets, limitations, and suggestions for future research.

Future value and direction of cosmetics in the era of metaverse

“…The purpose of this study was to evaluate the mediating effects of subjective well‐being, brand identity, and service fairness in the relationship between experimental marketing and customer civic behavior. It is necessary to understand the relationship between consumer shopping experience, consumer agent well‐being, brand identity, perceived service fairness, and customer civic behavior in online shopping platforms 16 . Even in the study of the impact of service recovery expectations and recovery definitions on customer civic behavior in the context of E‐commerce, customer civic behavior in the online shopping environment is critical to the success of E‐retailers.…”

“…It is necessary to understand the relationship between consumer shopping experience, consumer agent well-being, brand identity, perceived service fairness, and customer civic behavior in online shopping platforms. 16 Even in the study of the impact of service recovery expectations and recovery definitions on customer civic behavior in the context of E-commerce, customer civic behavior in the online shopping environment is critical to the success of E-retailers. However, it is unclear whether and how service recovery expectations and recovery definitions predict customer civic behavior in the E-retail environment.…”

Does pickup service quality explain buy online pickup in-store service user's citizenship behavior? Moderating role of product categories and gender

“…, 2022). Similarly, Wang (2021) demonstrated in an online retailing context how superior online shopping experiences substantially impact the citizenship behavior of shoppers directed toward online retailers.…”

“…A recent study showed that value co-creation activities like the participation of customers in service design and resolving customers' problems increase customer repurchase intentions in online grocery retailing (Anshu et al, 2022). Similarly, Wang (2021) demonstrated in an online retailing context how superior online shopping experiences substantially impact the citizenship behavior of shoppers directed toward online retailers.…”

Pazarlamada Deneyi̇msel Yaklaşim: Dünden Bugüne Geli̇şi̇mi̇ Ve Geni̇şleyen Etki̇ Alani Üzeri̇ne Bi̇r İnceleme

“…(2015) tarafından gerçekleştirilen çalışmada, uçaklarda gümrüksüz ürünlerin sergilenmesi için tasarlanan deneyimlerin duygusal ve davranışsal deneyim türünün tüketicilerin duygusal tepkileri üzerinde etkileri olduğu ve bu durumun da anlık satın alma ve ağızdan ağıza aktarım üzerinde olumlu bir etkiye sahip olduğu sonucuna ulaşılmıştır. Tayland'da çevrimiçi alışveriş platformlarında gerçekleştirilen çalışmada deneyimsel pazarlama boyutlarının tümünün müşteri vatandaşlığı üzerinde pozitif etkilerinin olduğu sonucuna ulaşılmıştır (Wang, 2021). Jeon vd.…”