Customer experience in services luxury and its consequences behavioral
DOI:
https://doi.org/10.5585/remark.v22i3.20777Palabras clave:
Experiência do Cliente, Serviços de Luxo, Dimensões da Experiência do Cliente nos Serviços, Satisfação, LealdadeResumen
Study objective: Evaluate the dimensions of the customer experience in luxury services as well as the behavioral consequences of this experience on customers: satisfaction and loyalty.
Methodology/Approach: The methodology used was a quantitative methodology. 482 responses to the questionnaire were obtained. A Structure Equation Model Based on Partial Least Squares – PLS-SEM was used to test and validate the theoretical models.
Main results: The results indicate that the affective and sensory dimensions are the ones that most contribute to the creation of the experience in luxury services. As a result, it appears that overall customer behavior is positive, with satisfaction being most impacted by the experience.
Theoretical/methodological contributions: This study investigates the impact and effect of each dimension on the luxury customer's satisfaction and behavioral attitude.
Relevance/Originality: This investigation is important to fill a gap in the literature. The existing literature indicates that little attention has been paid to the customer experience in services, namely in luxury services that have been forgotten. The investigation then assesses the dimensions of the customer experience in luxury services.
Keywords: customer experience, luxury services, dimensions of customer service experience, satisfaction, loyalty.
Objetivo do estudo: Avaliar as dimensões da experiência do cliente nos serviços de luxo assim como as consequências comportamentais dessa experiência nos clientes: a satisfação e a lealdade.
Metodologia/Abordagem: A metodologia utilizada foi uma metodologia quantitativa. Obteve-se 482 respostas ao questionário. Utilizou-se um Modelo de Equação de Estrutura Baseada em Mínimos Quadrados Parciais – PLS-SEM para testar e validar os modelos teóricos.
Principais resultados: Os resultados indicam que as dimensões afetiva e sensorial são as que mais contribuem para a criação da experiência nos serviços de luxo. Como resultado, verifica-se que no geral o comportamento do cliente é positivo, sendo a satisfação mais impactada pela experiência.
Contribuições teóricas/metodológicas: Este estudo averigua qual o impacto e o efeito de cada dimensão na satisfação e na atitude comportamental do cliente de luxo.
Relevância/Originalidade: Esta investigação é importante para preencher uma lacuna na literatura. A literatura existente indica que tem sido dada pouca atenção à experiência do cliente nos serviços, nomeadamente nos serviços de luxo que têm sido esquecidos. A investigação avalia então as dimensões da experiência do cliente nos serviços de luxo.
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