Consumer Behavior in the Social and Hospitality Clubs: Exploring the role of Customer Experience as a Mediator between Masstige Values and Customer Lifetime Value

Consumption values play a fundamental role in designing customer choice, and customer experience (CX) is a critical success factor for a long-term profitable business relationship. This research expands the Theory of Consumption Values (TCV) to the masstige landscape within Pakistan’s social and hospitality clubs, formulating a unique domain of the hospitality industry. Calling on the rich body of literature on consumption values and customer experience in the service industry, it investigates the mediating role of customer experience between consumption values: functional, emotional, social, conditional, epistemic and customer lifetime value. The data are collected from 416 members of leading social clubs in Pakistan through a structured questionnaire. Smart PLS is used for data analysis. The relationship among consumption values comprising functional, emotional, social, epistemic, conditional and customer lifetime value (CLV) is mediated by customer experience. Studying perceived values, customer experience, and lifetime value within the masstige framework expands theoretical insights about consumer behaviour in the context of masstige clubs and offers practical guidance for managers intending to improve value proposition strategies in masstige hospitality.