Multidimensional customer experience in the sustainability context

Purpose: This study aims to examine the interaction among sustainability perceptions, customer experience and consumers’ behavioral outcomes, showing companies an intersection where it is possible to maintain both corporate sustainability and achieve successful customer experience management. Design/methodology/approach: A structural equation model was employed, using survey data collected from 375 participants to test the model and corresponding hypotheses. A stimulus-organism-response (SOR) model was incorporated as the theoretical framework. Findings: In this study, a stimulus is conceptualized as internal, i.e. sustainability self-identity and sustainability consciousness and external, i.e. corporate sustainability image and reputation. Customer experience is modeled as a multifaced factor, consisting of emotional, cognitive, sensory, behavioral and social dimensions. The findings show that sustainability-related internal and external stimuli improve overall customer experience, which in turn leads to higher purchase intention, satisfaction and loyalty. Originality/value: This paper contributes to the management, sustainability and customer experience literature by addressing the calls to link these two previously separate domains. Secondly, it identifies and classifies the sustainability-related stimuli that improve customer experiences, enriching this domain’s theoretical and practical framework. Moreover, it presents crucial managerial implications by revealing the impact of integrating sustainability principles into corporate strategies on improving customer experiences and creating favorable behavioral outcomes.