The Influences of Shopping Enjoyment and Service Recovery on Shopping Experience and WOM Activity

Abstract

Today’s various communication tools allowed consumers to easily access WOM information and wild spread information. Communication between customers and WOM effects play important roles in the rapid growth of retail industry. In particular, in order to make customers to stay for a long time and strengthen relationships between customers and the firm, shopping enjoyment and service recovery become critical issue in the marketing area. Accordingly, the current research is to investigate relationships among shopping enjoyment, service recovery, shopping experience, WOM activity using online field survey. 305 usable responses were collected and the result of this study suggests that shopping enjoyment gives a positive effect on shopping experience and WOM activity. As well, service recovery shows a significant impact on shopping experience and WOM activity. WOM activity is found to be positively influenced by shopping experience. The research findings suggest that retailers and service firms need to improve store environments for customer satisfaction and develop a strategy for successful complaint management to lead to WOM activity.