Memorable customer experiences and autobiographical memories: From service experience to word of mouth

The aim of this paper is to study the relationship between customer experience and word mouth (WOM) through two mediating variables: satisfaction memorable characteristics service (MCSE). Memory theory adopted as a theoretical background, with emphasis on key role episodic or autobiographical memory. Memorable (MCE) defined from perspective, thereby enabling connection human memory service-dominant (S-D) logic. As for impact internet WOM, types WOM behaviours are examined: positive (pWOM) eWOM. A methodology was designed survey that used questionnaire based measurement scales validated by literature. sample 1476 tourists who visited seven Spanish tourism destinations. results show precedes MCSE. Both pWOM eWOM significantly influenced Various scenarios put forward in which several combinations MCSE give rise different intensities valence