Validating the antecedents of customer M-payment loyalty: an empirical investigation
通过混合方法研究，探讨客户体验、客户忠诚度、客户倡导、客户价值维度和主观规范之间的关系，发现功利价值和享乐价值通过客户体验和忠诚度序列中介影响客户倡导，主观规范调节客户体验与忠诚度的关系。
Purpose The study aims to explore antecedents and consequences of customer experience (CE) by positing a comprehensive framework taking cognizance of customer loyalty (CL), customer advocacy (CA), customer value dimensions, and subjective norms (SN). Design/methodology/approach The study adopted a mixed-method sequential explanatory design where data were collected in two stages. In the initial stage (quantitative study), data were collected using a structured questionnaire from 395 respondents at two different periods and the data were analyzed using the partial least squares structural equation modeling (PLS-SEM) technique. These results were further verified in the second stage (qualitative study) by conducting semi-structured interviews of 37 respondents for which the data were analyzed using NVivo. Findings The results suggested a positive and significant relationship between utilitarian value (UV) and CA, hedonic value (HV) and CA as well as with CE. Further, the relationship between UV and CA is sequentially mediated by CE and CL; and the relationship between HV and CA is sequentially mediated by CE and CL. SN was also found to moderate the relationship between CE and CL. The qualitative analysis of the transcripts indicated major themes including HV (enjoyment), UV (usefulness and convenience), recommending mobile payment (M-payment) services, advocating for M-payment services and talking positively about the service provider. Originality/value The current study uses the mixed-method approach and comprehensively explores key dimensions of customer value associated with CE and CA, formalizes a relationship between all the facets, delivering valuable takeaways for academics and practitioners (for designing effective CE programs). The current study's uniqueness lies in the fact that the study is one of the first studies to explore the mediating roles of CE and CL using a serial-mediation approach, between UV, HV, SV, and CA. The moderating role of SN between CE and CL is also a novel contribution to the existing body of literature.