Exploring the Dimensions of Customer Experience and Its Impact on Word-Of-Mouth: A Study of Credit Card
The purpose of the study is two-fold: firstly, to examine the dimensionality of customer experience (CE) in context to credit card industry and secondly, to assess the impact of credit cardholders' experience on their word-of-mouth (WOM) communication. The data were collected from 220 credit cardholders working in the various business and service units operating in Gandhi Nagar area of Jammu District. The findings of the study reveal that process experience, confidence benefits, social benefits, moments-of-truth and brand experience significantly predict CE. It also confirms strong and positive impact of CE on WOM communication. The findings further the understanding about CE dimensions that influence the experience of credit cardholders in India, which can be of immense help to credit card issuers. The study is based on single financial service only, i.e., credit card and confined to Gandhinagar locality of Jammu city. To generalise the conceptualisation of CE in financial and allied sectors, such as banking, retail or travel, where credit card usage is highly prevalent, the approach needs to be extended to future research. Further, role of moderating and mediating variables like perceived risk in influencing CE and WOM communication can be considered.