Majid Esmaeilpour

Background: A good and pleasant experience has a significant impact on customer trust. In order to win the trust of customers, one must reduce the risk and meet the customer's expectations. In this case, the customer will be satisfied and loyal. In this way, he gives his experiences to others. Since customers are less biased towards promoting friends and acquaintances, the result is attracting new customers and increasing the profit of the organization. Purpose: The main purpose of this research is to investigate the effect of customer experience on word-of-mouth advertising, customer satisfaction and customer loyalty through the mediation of customer trust. Methodology: In terms of the purpose, the current research is considered as part of applied studies, and in terms of the method and nature of data collection, it is a descriptive-survey research and classified as a correlational study. The statistical population of this research consists of all customers of consumer goods from the chain stores of Afogh Korosh in Bushehr city, who have bought at least once from the branches of the store of Afogh Korosh. Sampling method is available sampling and data collection tool is questionnaire. The validity of the data collection tool was confirmed by the method of content validity and construct validity, and its reliability was confirmed by the method of Cronbach's alpha coefficient. A total of 410 questionnaires were distributed among the members of the statistical community and finally 385 complete questionnaires were collected and analyzed. In order to analyze the data and test the hypotheses, the statistical methods of mean, standard deviation,... and modeling of structural equations with the help of spss and pls software have been used. Findings: The findings of this research show that customer experience has a significant impact on word-of-mouth advertising, customer satisfaction, and customer loyalty. Also, the variable of customer experience has a positive and signi