Understanding customer experience over time and customer citizenship behavior in retail environment: The mediating role of customer brand relationship strength

Figures & data

Figure 1. The proposed research model.

Table 1. Sample profile

Variable	Level	N	%
Gender	Female	175	51.3
	Male	166	48.7
	Other	1	0.3
Age	=<25	246	72.1
	26–39	95	27.9
	>40	0	0.6
Income	=<5 millions VND	110	32.3
	5–10 millions VND	89	26.1
	10–15 millions VND	110	32.3
	>15 millions VND	32	9.4
Education	High school	29	8.5
	College	151	44.3
	University	150	44.0
	Master	5	1.5
	Other	6	1.8

Table 2. Convergent validity and reliability

	Construct	Mean	SD	Loading	t value	Cronbach’s Alpha	CR	AVE
First order construct	Customer experience (CE)
	Peace of mind (POM)					0.943	0.955	0.78
	I am confident in this retailer’s expertise (POM1).	5.00	1.32	0.921	101.78
	The whole process with this retailer was easy (POM2).	4.95	1.24	0.882	62.86
	This electronics and appliance retailer looks after me for a long time (POM3).	5.05	1.28	0.878	53.05
	I stay with this retailer because of my past dealings with this retailer (POM4).	4.92	1.35	0.888	74.88
	I have dealt with this retailer before so getting what I needed was reallyeasy (POM5).	5.02	1.39	0.877	60.29
	This retailer gives me independent advice (POM6).	5.07	1.36	0.851	46.65
	Moments-of-truth (MOT)					0.937	0.953	0.801
	This retailer was flexible in dealing with me and looked out for my needs (MOT1).	5.44	1.25	0.897	40.55
	This retailer keeps me up to date (MOT2).	5.38	1.29	0.871	32.36
	This retailer is a safe and reputable company (MOT3).	5.42	1.26	0.950	128.63
	The people at this retailer have good people skills (MOT4).	5.43	1.23	0.924	51.10
	This retailer dealt with me correctly when things went wrong (MOT5).	5.44	1.24	0.827	23.67
	Outcome focus (OF)					0.954	0.967	0.88
	Staying with this retailer makes the process much easier (OF1).	4.96	1.34	0.978	267.97
	This retailer gives me what I need swiftly (OF2).	4.90	1.35	0.958	117.01
	I prefer this retailer over an alternative provider (OF3).	4.96	1.30	0.881	34.87
	The people at this retailer can relate to my situation (OF4).	4.95	1.33	0.933	62.44
	Product experience (PE)					0.942	0.959	0.854
	I need to choose between different options at this retailer (PE1).	5.54	1.21	0.965	139.74
	I need to receive offers from more than just this retailer (PE2).	5.62	1.20	0.910	50.44
	I need to compare different options from this retailer (PE3).	5.66	1.18	0.856	29.63
	I have one designated contact at this retailer.	5.60	1.21	0.961	141.22
	Customer-brand relationship strength indicators
	Brand commitment (BC)					0.946	0.957	0.787
	I am very loyal to this retailer (BC1).	5.111	1.295	0.883	60.93
	I am willing to make small sacrifices in order to keep using this retailer (BC2).	5.041	1.343	0.916	96.05
	I would be willing to postpone my purchase if the retailer site was temporarily unavailable (BC2).	4.997	1.287	0.899	79.60
	I would stick with this even if it let me down once or twice (BC3).	5.07	1.309	0.905	78.72
	I am so happy with this retailer that I no longer feel the need to watch out for electronics and appliance alternatives (BC4).	4.959	1.361	0.846	33.96
	I am likely to be using this retailer one year from now (BC5).	5.044	1.392	0.87	56.12
	Brand intimacy (BI)					0.948	0.96	0.827
	I would feel comfortable sharing detailed personal information about myself with this retailer (BI1).	4.962	1.329	0.92	94.40
	This retailer really understands my needs in the electronics and appliance services category (BI2).	5.026	1.415	0.928	107.26
	I would feel comfortable describing this retailer to someone who was not familiar with it (BI3).	4.935	1.404	0.931	134.08
	I am familiar with the range of products and services this retailer offers (BI4).	5.091	1.419	0.902	77.22
	I have become very knowledgeable about this retailer (BI5).	4.974	1.388	0.864	41.65
	Customer satisfaction (CS)					0.82	0.893	0.735
	I am completely satisfied with this retailer (CS1).	4.921	1.411	0.814	42.06
	I am completely pleased with this retailer (CS2).	4.971	1.288	0.874	47.69
	This retailer is turning out better than I expected (CS3).	4.912	1.324	0.883	56.85
	Self brand connection (SBC)					0.947	0.959	0.824
	This retailer brand connects with the part of me that really makes me tick (SBC1).	4.886	1.39	0.907	80.55
	This retailer brand fits well with my current stage of life (SBC2).	4.812	1.427	0.923	103.40
	This retailer brand says a lot about the kind of person I would like to be (SBC3).	4.842	1.405	0.915	92.91
	Using this retailer lets me be a part of a shared community of like-minded consumers (SBC4).	4.868	1.358	0.916	88.12
	This retailer brand makes a statement about what is important to me in life (SBC5).	4.742	1.438	0.879	49.00
	Customer citizenship behavior (CCB)					0.957	0.962	0.662
	Advocacy (AD)					0.874	0.922	0.799
	I said positive things about this retailer and the employee to others (AD1).	4.933	1.267	0.854	41.63
	I recommended this retailer and the employee to others (AD2).	4.974	1.392	0.916	107.92
	I encouraged friends and relatives to use this retailer (AD3).	4.991	1.343	0.91	82.60
	Helping (HEP)					0.907	0.935	0.783
	I assist other customers if they need my help (HEP1).	5.006	1.337	0.896	64.95
	I help other customers if they seem to have problems (HEP2).	4.982	1.331	0.92	97.84
	I teach other customers to use the service correctly (HEP3).	4.953	1.348	0.882	45.10
	I give advice to other customers (HEP4).	5.015	1.369	0.839	46.52
	Feedback (FEED)					0.922	0.95	0.865
	If I have a useful idea on how to improve this retailer’s product or service, I let the employee know (FEED1).	4.977	1.302	0.941	115.20
	When I receive good service from the employee, I comment about it (FEED2).	5.012	1.414	0.919	102.12
	When I experience a problem, I let the employee know about it (FEED3).	5.070	1.415	0.93	97.44
	Tolerance (TOL)					0.838	0.902	0.755
	If this retailer’s products/services are not delivered as expected, I would be willing to put up with it (TOL1).	5.267	1.375	0.883	60.86
	If the employee makes a mistake during service/product delivery, I would be willing to be patient (TOL2).	5.035	1.337	0.905	84.32
	If I have to wait longer than I normally expected to receive the product/service, I would be willing to adapt (TOL3).	5.050	1.141	0.815	33.36
Second order construct	Customer citizenship behavior (CCB)
	AD			0.921	85.88	0.95	0.96	0.66
	HELP			0.924	100.34
	FEED			0.912	80.82
	TOL			0.881	46.98

SD = Standard Deviation, Loading = Factor Loading, CR = Composite Reliability, AVE = Average Variance Extracted. Customer experience (CE) is a reflective-formative second order construct; Customer citizenship behavior (CCB) is a reflective-reflective second order construct.

Table 3. Correlation matrix and discriminant validity

	AD	BC	BI	CCB	CE	CS	FEED	HEP	MOT	OF	PE	POM	SBC	TOL
AD	0.894
BC	0.719	0.887
BI	0.616	0.490	0.909
CCB	n.a	0.698	0.724	0.814
CE	0.513	0.655	0.489	0.533	0.589
CS	0.751	0.716	0.589	0.777	0.581	0.858
FEED	0.754	0.565	0.724	n.a	0.441	0.619	0.930
HEP	0.874	0.714	0.614	n.a	0.544	0.791	0.738	0.885
MOT	0.154	0.143	0.166	0.173	n.a	0.197	0.132	0.173	0.895
OF	0.363	0.313	0.346	0.328	n.a	0.358	0.229	0.338	0.435	0.938
PE	0.177	0.114	0.220	0.174	n.a	0.119	0.151	0.137	0.352	0.371	0.924
POM	0.470	0.728	0.426	0.511	n.a	0.572	0.446	0.532	0.134	0.201	0.115	0.883
SBC	0.772	0.643	0.509	0.745	0.433	0.642	0.606	0.757	0.113	0.291	0.103	0.423	0.908
TOL	0.710	0.511	0.697	n.a	0.424	0.645	0.850	0.699	0.169	0.254	0.178	0.387	0.546	0.869

Square root of AVE = Values on diagonal.

Table 4. Redundancy analysis for a formative construct

1. Redundancy analysis
Formative construct	Single-item measurement	VIF	Coefficient	Bootstrap
Customer experience	Overall customer experience	1.000	0.760	[0.707; 0.809]
2. Significance and relevance of formative measurement
Formative construct	Indicators	VIF	Weight	Bootstrap
Customer experience	Peace of mind	1.046	0.233	[0.089; 0.347]
	Moments of truth	1.304	0.400	[0.342; 0.449]
	Outcome focus	1.352	0.501	[0.443; 0.563]
	Product experience	1.225	0.289	[0.237; 0.342]

Table 5. Hypothesis testing results

	VIF	Direct effect	$\beta$	t-value	p-value		R^2/Q^2
H1	1.00	CE—>BC	0.655	14.63	<0.001	Supported	0.42/0.33
H2	1.00	CE—>SBC	0.433	7.53	<0.001	Supported	0.18/0.15
H3	1.00	CE—>CS	0.581	13.24	<0.001	Supported	0.33/0.24
H4	1.00	CE—>BI	0.489	9.41	<0.001	Supported	0.23/0.34
H5	2.33	BC—>CCB	0.128	2.80	<0.001	Supported	0.78/0.51
H6	1.99	SBC—>CCB	0.304	6.64	<0.001	Supported
H7	2.59	CS—>CCB	0.294	5.69	<0.001	Supported
H8	1.60	BI—>CCB	0.333	5.26	<0.001	Supported
		Indirect effect
H9a		CE—>BC—>CCB	0.433	7.54	<0.001	Supported
H9b		CE—>SBC—>CCB	0.132	4.84	<0.001	Supported
H9c		CE—>CS—>CCB	0.171	5.24	<0.001	Supported
H9d		CE—>BI—>CCB	0.163	5.53	<0.001	Supported