The impact of customer experience on customer satisfaction and customer loyalty

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Minh-Tri HA


This work examines the influence of customer experience on customer satisfaction and loyalty
using the case of Starbucks Coffee in Ho Chi Minh City, Vietnam. A research model was
developed based on customer experience (including four dimensions: sensory experience,
emotional experience, social experience and service quality), customer satisfaction and customer
loyalty. Our study adopts a questionnaire-based survey to gather data from 335 respondents
using a convenience sampling technique. Partial Least Squared-Structural Equation Modelling
(PLS-SEM) was applied to analyse the data set.Our empirical results showed that all four
dimensions of customer experience significantly affect customer loyalty via customer
satisfaction.Our work offers new insights and suggests several practical ways to help managers
enhance customer satisfaction and loyalty in the coffee industry.

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