Abstract—As per supercenters have expanded aggressively since year 1993, expanding the market quickly and making many competitors in Thailand. They have operated in the highly competitive discount to attract customer. This could have a negative impact of the high operating cost and decrease benefit in order to keep customer in stores. From the study of many literatures, the researcher found that customer experience management was a powerful company’s strategy to create customer satisfaction and to maintain customer loyalty to the brand for a long term commitment. The aim of this study was to examine the impact of customer experience management components that affected customer loyalty in Thailand’s Supercenters. According to the causal model of customer experience management on customer loyalty, the study found that customer experience management components had some influences over loyalty behavior i.e. increased purchase, cross-buying, up-buying, re-buying, word-of-mouth, and share of wallet through affective experience, cognitive experience, and customer satisfaction and customer loyalty are considered as the highest correlation coefficient which represented a strategy resulting in a win- win value exchange between the retailer and its customers. Thus has significance for the marketing strategies of businesses providing customer loyalty, particularly in terms of customer experience management resolution strategies.

Index Terms—Customer experience management, customer loyalty, customer affection, customer cognition, customer satisfaction, and supercentre.

Songsak Wijaithammarit is with Rangsit University, Thailand(boatbigc@hotmail.com).
Teera Taechamaneestit is with Rangsit University, Thailand.

Cite: Songsak Wijaithammarit and Teera Taechamaneestit, "The Impact of Customer Experience Management onCustomer Loyalty of Supercenter's Shopper in Thailand," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 2, no. 6, pp. 473-477, 2012.