Abstract:
The general objective of the proposed study is to analyse the effects of customer experience on the loyalty of Masvingo renal care patients in Masvingo. The study was guided by the positivism philosophy, ultimately the quantitative approach was employed. The study adopted a survey study design in which, 123 clients of Masvingo renal care in Masvingo were studied. Convenience sampling was employed to draw questionnaire respondents. Questionnaires were personally administered to the patients. Documents were also employed as sources of secondary data for the study. The IBM Statistical Package for Social Sciences (SPSS) version 28 and Microsoft Excel were used to analyse the data. Data were analysed using both descriptive and inferential statistics, and presented using frequency tables, graphs, and pie charts. The findings show a positive and significant influence of the four dimensions of CX on customer loyalty as indicated by the coefficients of correlation. All four hypotheses tested positive for affecting customer loyalty. This study provides a comprehensive perspective of customer experience encompassing customer satisfaction, loyalty, experience quality (Gronholdt, 2019; Gronholdt et al., 2014; Mbama, 2018).
