What happens after consumption? Role of autobiographical memory experience, nostalgia and word of mouth behaviour
by V.J. Sivakumar; B. Issac Johny Rajadurai
International Journal of Management Practice (IJMP), Vol. 12, No. 3, 2019

Abstract: The objective of the research work is to widen the possibilities of autobiographical memory experience in the service marketing literature. The focus is on the role of autobiographical memory experience in post consumption stage. By theory driven approach, the study explores the relationship with overall customer experience on autobiographical memory experience, nostalgia and word of mouth behaviour. Very little research has been done on autobiographical memory's impact on information processing. A study on 355 number of theme park consumers revealed that the core customer experience would influence the autobiographical memory experience, nostalgia and word of mouth behaviour. This work initially gives emphasis on the complexity of services, consumption experience stages and how the post consumption stage is being formed, further it explores on the role of behavioural intentions. Due to the complexity of services and the fading memory of unpleasant experiences managers and researchers must understand the influencers of autobiographical memory experience, since it is a very important factor, which impacts evangelising nature of customers.

Online publication date: Fri, 28-Jun-2019

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