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Customer Experience Effect on Service Marketing Sustainability Through Virtual Currency Systems in the Horn of Africa
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Author(s): Aynetu Terefe (Bule Hora University, Ethiopia), Shashi Kant (Bule Hora University, Ethiopia), Metasebia Adula (Bule Hora University, Ethiopia)and Tafese Niguse (Bule Hora University, Ethiopia)
Copyright: 2026
Pages: 26
Source title:
Sustainable Service Marketing with Virtual Currencies
Source Author(s)/Editor(s): Arjun J. Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, India), Yam B. Limbu (Montclair State University, USA)and Bruce A. Huhmann (Virginia Commonwealth University, USA)
DOI: 10.4018/979-8-3373-0315-4.ch001
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Abstract
Consequently, this research focuses on analyzing the impact of customer experience on service marketing sustainability facilitated by virtual currency in the Horn of Africa. Through the administration of questionnaires to 385 participants from the service industry, the study uses the Exploratory Factor Analysis (EFA) to establish principal factors of customer experience influencing sustainable marketing practices. CFA is performed to validate these dimensions so as to have a reliable measure for the concerned dimensions. Measurement of customer experience and virtual currency system, and sustainable service marketing outcomes through SEM using AMOS is an analysis of the interconnection among them. Research outcomes suggest that improvements to customer experience help to support service marketing's sustainability, though various virtual currency systems are crucial mediators that help customers buy services and remain loyal to them.
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