The Role of Customer Experience in Driving Brand Advocacy

Abstract

This study investigates the role of customer experience (CX) in driving brand advocacy, employing a mixed-methods experimental design that integrates quantitative survey analysis with qualitative interviews. A sample of 600 survey respondents and 30 in-depth interviewees across retail, hospitality, and digital service industries was analyzed using structural equation modeling (SEM) and thematic coding. The results demonstrate that customer experience significantly influences advocacy intentions, with emotional and relational dimensions exerting the strongest effects. Satisfaction and trust emerged as dual mediators, strengthening the relationship between CX and advocacy. Reliability and validity checks confirmed the robustness of measurement models, while bootstrapping tests validated mediation and moderation effects. Visual analyses using line, bar, pie, scatter, and hybrid plots highlighted generational and technological differences, with younger, digitally active customers showing higher advocacy potential. Qualitative findings reinforced the importance of personalization, ethical practices, and sustainability as key elements of advocacy-enhancing experiences. The study concludes that customer experience is not merely an antecedent of satisfaction but a transformative driver of customer advocacy. Managerial implications emphasize the need for firms to invest in emotional engagement, technological personalization, and value-driven strategies to cultivate loyal and vocal advocates. This research contributes theoretically by extending service-dominant logic and practically by offering actionable insights for experience management in dynamic and global markets.