Effects of Customer Experience in Post-purchase Behavior

Abstract

Vietnamese universities are progressing remarkably in the list of top universities inthe world. In order to obtain this achievement, Vietnamese universities havefocused on improving lecturers’ capabilities, infrastructure, academic training andresearch quality… In the context of education in Vietnam, library service is animportant factor which contributes to ranking index, attracts new enrollments anddifferentiates from other institutions. To find the best way to enhance students’ postpurchasebehaviours, the study examined students’ experience factors thatsignificantly affect post-purchase behaviours by proposing an analytical frameworkadopted from EXQ model. Data collected from 570 students studying in Vietnameseuniversities were analysed through structural equation modelling (SEM). Theresults show that post-purchase experience has a positive impact on students’satisfaction, loyalty and word of mouth. By emphasizing the role of studentexperience, this study provides valuable managerial implications and contributes tothe literature by suggesting a new analytical framework for measuring customerexperience and post-purchase customer behaviour in the library service.