The Customer Experience is a Key Factor at Every Stage of the Transaction: Before, During, and After

This study analyses the influence of three dimensions of customer experience — sensory, cognitive, and emotional — on purchase commitment to Fair Trade products. In addition, the influence of commitment on word of mouth, repurchase intentions and willingness to pay more for Fair Trade products was measured. A theoretical model estimated data obtained from 345 Spanish Fair Trade buyers, using CB-SEM. The seven hypotheses proposed were accepted, which reaffirms the importance of the sensory, emotional, and cognitive dimensions for forming commitment and positive behavioral responses. The study raises theoretical and managerial implications for Fair Trade marketers, which can strengthen it to meet consumers´ needs. Finally, limitations and future research directions are discussed.