Do Customer Orientation Strategies Drive an Excellent Customer Experience?

Abstract

The goal of this chapter is to understand how customer orientation may affect car brand loving clients´ attitudes and behaviours during their customer journey. This research provides insights, in the context of the automobile industry, into (i) how customer orientation can enhance customer delight and customer brand love and (ii) the effects of customer delight and brand love on post purchase behavioural intentions. Some 1,300 online questionnaires were distributed to a sample of customers who purchased a vehicle from Abu Khader, a leading Jordanian car dealership, in the years 2020-2022. The results showed (1) that customer orientation is a robust predictor of delight with the shopping experience and car brand love and (2) that these variables triggered positive electronic word of mouth and willingness to pay more for car brands.