Effect of Sensory Experience on Customer Word-of-mouth Intention, Considering the Roles of Customer Emotions, Satisfaction, and Loyalty

Although word-of-mouth (WOM) intention has been studied as an outcome variable of some constructs such loyalty, satisfaction, and trust in retail businesses but less attention given to the investigating effect sensory experience on customer WOM intention. Since studying concurrently effects emotions chain stores are rare, purpose this paper is study how affect stores, considering mediating role emotions. For purpose, 306 valid questionnaires were collected analyzed from customers one largest oldest Iran (ETKA stores). The proposed conceptual model research developed basis S-O-R model. Structural Equation Modeling (SEM) multiple regression analysis used examine research. This tested using Partial Least Squares (PLS) approach by SmartPLS software. results demonstrate that directly significantly affects It was also found direct not very considerable indirectly through emotions, loyalty. In addition, demonstrates among five experiences (taste, touch, sight, sound, smell), taste most positive After experience, sound have respectively. Similarly, it touch negative significant stronger than experience.