Customer Experience and Commitment on eWOM and Revisit Intention: a Case of Taladtongchom Thailand

Abstract

Customer Experience is a modern marketing strategy. This strategy is used to create good relationship with customers. The customer experience are opportunities for competitive advantages in the long-term for any companies or businesses. However, previous studies still lacked a comprehensive examination of the relationship between customer experience and customer relationship management factors, in which this research expands mechanisms of customer experience by linking to the study of relationships with commitment, electronic word of mouth and revisit intention.

The purpose of this research are to examine the effects of customer experience on electronic word of mouth (eWOM) and revisit intention and the influence of commitment mediates the relationship between customer experience, electronic word of mouth (eWOM) and revisit intention. These constructs are investigated in Taladtongchom Thailand context. The total sample sizes are 600 tourists. Structural equation modeling (SEM) is used for data analysis.

The empirical results of this study increase the understanding how customer experience and dimension of customer experience influence type of commitment, electronic word of mouth and revisit intention and type of commitment as the mediator from the customer perspective. Further, managers of Taladtongchom should bring the unique identity of the market to create a different customer experience for customers to create customers' commitment and positive electronic word of mouth and revisit intention, and government can use these findings as a guideline in establishing policies to give support to Thailand's tourism. Hence, positive eWOM and revisit intention are the results of tourists’ memorable and great experience during the visiting Taladtongchom

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