Abstract:

The purpose of this study was to observe the impact of customer experience on important marketing outcomes: customer satisfaction and loyalty in context of the role played by sustainable purchase behaviour in forming these relationships. As a research area, we chose shopping in small, local stores, because they fit into the philosophy of sustainable consumption. For customer experience examination we used the model proposed and developed by Klaus & Maklan and have created our own scale to measure sustainable purchase behaviour. Using this scale we extracted groups of respondents demonstrating a low and a high level of sustainable purchase behaviour. Then we used modelling in groups to evaluate the differences in customer experience and its outcomes moderating by sustainable purchase behaviour. As a result we stated that local stores’ customer experience is to a large degree shaped by the importance of service recovery, flexibility, pro-activity (moments-of-truth) and customer's assessment of all the interactions within the store (peace-of-mind). A high sustainable purchase behaviour level affects the customer experience relationship with satisfaction and loyalty, but does not shape the individual experience components.