Customer Experience and Role in Behavioral Intentions Case Study for Customers of Tourism Organizations

The current research aims to study the customer's experience and their role in behavioral intentions in some tourism organizations. This study enriches understanding by providing an overview of the evidence of the customer's experience and its role in the behavioral intentions of a sample of customers. The customer's experience is distinctive at different stages of consumer decision-making, behavioral intentions, and decision-making. The sample amount of the study was (145) samples. The statistical program Spss v.26 and Amos v.26 were used for data analysis. The results showed a correlation between the variable customer experience in its (sensory experience, emotional experience and social experience) dimensions and behavioral intentions and the practical results showed an impact of the variable customer experience in behavioral intentions. The customer experience contributes to the orientation of customers' behavioral intentions, benefiting the Organization and maintaining customer loyalty. Moreover, their non-transfer to competing organizations and the achievement of the competitive advantage.