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Customer Experience Management: Analysis of Customer Retention in Restaurants in Anambra State, Nigeria

Cosmas Anayochukwu Nwankwo
Cosmas Anayochukwu Nwankwo
 and 
MacDonald Isaac Kanyangale
MacDonald Isaac Kanyangale
   | Sep 17, 2023
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Article Category: Research Article
Published Online: Sep 17, 2023
Page range: 1 - 26
Received: Mar 17, 2023
Accepted: Jul 13, 2023
DOI: https://doi.org/10.2478/minib-2023-0013
Keywords
© 2023 Cosmas Anayochukwu Nwankwo et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Clues of customer experience

S. No. Types of clues Produced by Interpretation
1. Functional clue Goods and services Rational (‘What’ of the experience)
2. Mechanic clue Service environment Emotional (‘How’ of the experience)
3. Humanic Service provider Emotional (‘How’ of the experience)

Multiple regression analysis

Model Unstandardised coefficients Standardised coefficients t Sig.
B Std. error Beta
(Constant) 12.246 1.523 7.932 0.000
Affective customer experience 0.093 0.056 0.193 1.453 0.000
Cognitive customer experience 0.145 0.082 0.252 2.371 0.001
Physical customer experience 0.161 0.068 0.157 1.097 0.020
Social-identity customer experience 0.086 0.097 0.210 2.789 0.002

Pearson's correlation between CEM components and customer retention

CEM variables Customer retention
CEM variables Pearson's correlation 1 648*
Sig. (2-tailed) 0.001
N 353 353
Customer retention Pearson's correlation 648* 1
Sig. (2-tailed) 0.001
N 353 353

EFA of the measurement of CEM components

Item Mean SD Factor loading Item total correlation
CEM components
Affective 3.73 2.621 0.772 0.621
Cognitive 2.62 2.192 0.674 0.592
Physical 3.19 1.346 0.562 0.560
Social identity 2.01 0.903 0.527 0.513

Summary of the regression result of CEM and customer retention

R R2 Adjusted R2 Std. error of the estimate Change statistics Durbin-Watson
R2 change F change df1 df2 Sig. F change
0.286a 0.613 0.582 3.261 0.613 5.238 4 349 0.000 1.736

Analysis of variance

Model Sum of squares Df Mean square F Sig.
Regression 325.311 4 61.410 5.231 0.001b
Residual 3,521.421 349 11.152
Total 3,846.732 353

Summary of existing literature on customer experience and their dimensions

Author Year Context Dimensions
Holbrook and Hirschman 1982 Conceptual article Fantasies, feelings and fun.
Arnould and Price 1993 River rafting Harmony with nature, communities and personal growth and renewal
Otto and Ritchie 1996 Tourism industry (airlines, hotels, tours and attractions) Hedonic, novelty, stimulation, safety, comfort and interactive
Pine and Gilmore 1999 Conceptual Entertainment, education, aestheticism and escape
Gentile et al. 2007 A study on some widely known brands A sensory, an emotional, a cognitive, a pragmatic, a lifestyle and a relational component
Berry and Carbone 2007 Conceptual Humanic, Functional and Mechanic
Diller et al. 2008 Conceptual Accomplishment, beauty, creation, community, duty, enlightenment, freedom, harmony, justice, oneness, redemption, security, truth, validatio, and wonder
Brunner-Sperdin and Peters 2009 High-quality hotels in Europe Hardware, software and humanware
Verhoef et al. 2009 Retail environment Assortment, price and promotions, social environment, atmosphere and service interface
Walls et al. 2011 Luxury hotel guests Physical environment, human interaction, the personal characteristics of guests and other trip-related factors
Mashingaidze 2014 Zimbabwean banking sector Sensory, affective, cognitive, physical and social-identity customer experience
Kavitha and Haritha 2018 Telecom sector Brand image, service delivery experience, network experience, customer care experience, store experience, billing experience and web internet/self-service
Jaya and Kalai 2019 Private banks Humanic clues, functional clues and mechanic clues
Chepngetich 2020 Four- and five-star hotels in Kenya Humanic clues, functional clues, customer emotion clues and mechanic clues
Singh et al. 2022 Diagnostic centres Requisite infrastructure, the comfort of dealing, empathetic treatment, ancillary services, accessibility and availability
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