Customer Experience in Colombia: Antecedents and Consequences

The initial goal of this research is twofold. First, antecedent behaviors and their relationship in predicting front line employee in role brand behavior in the service sector in a retail store context will be identified and validated. In-role brand-building behavior is one of the antecedents of brand building behavior as proposed by Morhart et al. (2009) and refers to ¿frontline employees¿ meeting the standards prescribed by their organizational roles as brand representatives (either written in behavioral codices, manuals, display rules, and so forth, or unwritten)¿ (Morhart et al., 2009, p. 123). Secondly, the consequence of such behavior and how it is perceived by consumers that interact with the brand through the retail channel will be investigated to see if this type of employee behavior truly impacts the overall customer experience and if it is affected by other factors.