Exploring Customer Experiential Components and the Conceptual Framework of Customer Experience, Customer Satisfaction, and Actual Behavior

Abstract

This study explored the college student's on-campus foodservice experiential components and investigated the interrelationships among customer experience, customer satisfaction, and actual behavior. A sample of 566 respondents was collected at a large, public university in the southwestern United States. Findings showed respondent's customer experience positively influenced customer satisfaction and, subsequently, customer satisfaction positively influenced respondent's actual behavior. However, there was no direct effect of customer experience on actual behavior. The findings indicate that on-campus foodservice operators should pay additional attention to customer experience and customer satisfaction to increase customer visits. Limitations of the study and future research are also addressed.