Impact of brand experience on loyalty

ABSTRACT

Economic value has moved beyond delivering quality services to include distinctive brand experiences. Brand experiences are vital in developing brand loyalty and achieving business sustainability. Business performance, in particular, is influenced by customer loyalty directly through purchase behavior, as well as indirectly through attitude towards a brand. Customers may encounter different types of experience with a brand through sensation, affection, behavior, and intellect. Hence, this paper seeks to determine the relationships between each component of brand experience and customers’ true brand loyalties. Customers revisiting successful SMEs in the restaurant industry provided 228 units of feedback for this study. Findings revealed that different types of brand experience influence each customer’s true brand loyalty differently. Managerial implications are addressed in the discussion section.

摘要

经济价值已经超越了提供优质服务，包括与众不同的品牌体验。品牌体验对于发展品牌忠诚度和实现业务可持续性至关重要。商业表现尤其是通过购买行为直接影响顾客忠诚，也间接地通过对品牌的态度来影响顾客忠诚。顾客可能会通过感觉、感情、行为和智力对品牌产生不同的体验。因此，本文试图确定品牌体验的各个组成部分与顾客真正品牌忠诚之间的关系。顾客重新体验餐饮业的成功中小企业提供了228个反馈单元。研究结果表明，不同品牌体验对顾客真实品牌忠诚的影响不同。讨论部分讨论了管理问题。

KEYWORDS:

• Brand experience
• customer’s brand loyalty
• word of mouth
• willingness to pay more
• repurchase intentions
• restaurant industry