UNDERSTANDING INDIVIDUAL EFFECTS OF BRAND EXPERIENCE DIMENSIONS TO WIN CUSTOMERS' BRAND LOYALTY

C. H. Ong, H. W. Lee, T. Ramayah
2018 The Turkish Online Journal of Design Art and Communication  
Today, the economic value has progressed from just delivering quality services to distinctive brand experiences. This suggests that brand experience is one of the crucial elements to earn customer loyalty to achieve business sustainability. Particularly, business performance is usually influenced by customer loyalty directly through their purchase behavior as well as indirectly through their attitude on the brand. Customers may encounter a different type of experience with a brand through
more » ... brand through sensation, affection, behavioral, and intellectually. Hence, this paper seeks to understand the relationships between each type brand experience components on customer's true brand loyalty. A total of 228 responses were collected from revisit customers of successful SMEs in the restaurant's sector. Findings revealed that different types of brand experience influence customer's true brand loyalty differently. Managerial implications are provided in the discussion section. Hence, this implies that studies on customers experience in the restaurant industry have largely ignored the fact that experience may also derive from sensation, affection, behavioral and intellectually in the perspective of managing a brand (Brakus et al., 2009). Schmitt (2009) also encouraged more researches to understand how consumer experience a brand. Different behavior between western and eastern consumers further supported the demand for such investigation (Kandampully et al., 2015). Likewise, industry report had also reinforced the importance associating customer experience with values to improve business performance Submit Date
doi:10.7456/1080sse/106 fatcat:yovsxapc7vayvjd5p3lu5wyd6u