6 research outputs found
Recommended from our members
Linking experience realms and experiential service brand loyalty: Determinants and outcomes for future operationalization
The concept of ‗Customer Experience‘ has evolved as an imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept received during the last few years, the explanation of customer experiences have remained vague and lack a thorough theoretical foundation. This paper aims to address the gap in the literature and to facilitate better understanding of the concept of customer experience and its antecedents and consequences from the consumer perspective. The paper examines the impact of customer experience on brand loyalty via a comprehensive review of existing literature on the concept of customer experience and service brand literatures. Additionally, twelve hypotheses, which describe and explain the antecedents of customer experience and impacts upon brand loyalty within the service sector, are presented. The outcome of this paper adds novel perspective to the growing body of brand literature, particularly service brand and suggests directions for future research
Recommended from our members
A netnography study on branded customer experience: Evidence from the red sea
This study addresses the question of what are the underlying dimensions and messages to self and others that constitute the construct of customer experience. The study uses a netnography method to validate or refute and extend a priori concepts that the literature identifies within the context of resort-hotel brands in a Sharm El Sheikh resort in Egypt. The results identify eight dimensions (comfort, educational, hedonic, novelty, recognition, relational, safety and sense of beauty) and unique configurations of these eight dimensions that extend prior research on customer experience
Recommended from our members
A netnography study to uncover the underlying dimensions of customer experience with resort brands
The interest in customer experience has increased at a phenomenal rate. However, research to capture the true meaning of the concept is limited. This study aims to address the question of what are the underlying dimensions that constitute the construct of customer experience. The netnography method is utilized to validate a priori concepts that have been identified in the literature within the context of resort-hotel brands in a Sharm El Sheikh resort in Egypt. The results identified eight dimensions; comfort, educational, hedonic, novelty, recognition, relational, safety and sense of beauty which are consistent with major studies on experience
MEMPREDIKSI HUBUNGAN LOYALITAS MEREK, RASA KEIKUTSERTAAN, KECOCOKAN CITRA DIRI DAN KONSUMSI TERAKHIR TERHADAP KESEJAHTERAAN KONSUMEN : STUDI EMPIRIS PADA KEDAI KOPI STARBUCKS
Modern lifesytle affects the increasing food and beverage industry. People spend their time at cafe, restaurant, or coffee shop to interact with other people. Consumers are faced with many choices of cafe, restaurant, and coffee shop nowadays. However, people may choose one specific cafe, restaurant, or coffee shop based on perception toward well-being. In otherwords, consumer well-being (CWB) refers to the extent to which a particular consumer good or service creates an overall perception of the quality-of-life impact of that product. This research applied a model which was developed by Sirgy and Grzeskowiak (2007) to predict consumer well- being. The model was tested among 265 respondents. Structural equation modeling was applied to analyze the data. The results indicated that CWB was significantly predicted brandcommunity belongingness, and the effect of brand loyalty on CWB was moderated by selfimage congruence.Keywords: consumer well-being, consumer satisfaction, self-image, brand-community belongingnes
Investigating British customers’ experience to maximize brand loyalty within the context of tourism in Egypt: Netnography & structural modelling approach
This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.The concept of ‘customer experience’ has evolved as an imperative area of study within the
marketing discipline. Despite its importance and the positive attention this concept has
received during the last few years, the explanation of customer experiences have remained
vague and lack a thorough theoretical foundation. Furthermore, practitioners across many
industries claim that there is a connection between customer experience and loyalty, yet there
is a paucity of research to validate this theoretical assumption. This study aims to address this
gap in the literature and to facilitate better understanding of the concept of 'customer
experience' and its antecedents and focus on brand loyalty as consequence from the consumer
perspective.
Accordingly, a mixed-method research design was adopted that consisted of two phases. The
first phase involved a netnography study to gain better understanding of the notion of
customer experience and refine a conceptual framework that has been developed on the basis
of the existing literature. In the second phase this framework was tested by means of a survey
of British customers to examine their experience with resort-hotel brands in Sharm El Sheikh,
Egypt. Structural equation modeling was used to analyze the survey responses. The structural
model showed a very good fit to the data and good convergent, nomological and discriminant
validity and reliability stability.
The findings of this study identified four aspects of customer experience in the resort-hotels
in Egypt; i.e. educational, aesthetics, relational and novelty. Those aspects are congruent with
prior work in the tourism literature. Additionally, the study found that customers rely on
some service cues such as: price, core service and WOM to predict and assess their experiences. The findings also indicated that perceived service quality has a mediating role in
the relationship between customer-contact employees and core service and customer
experience.
A key contribution of this research is offering a robust model that explains the nascent
phenomenon of customer experience and demonstrating that experience has a definite
positive impact on brand loyalty. The use of netnography to identify customer experience
dimension is also considered as a methodological contribution in the area of marketing
research. Moreover, the present study adds novel perspective to the growing body of brand
literature (particularly service brand) and suggests directions for future research. Finally, the
study provides managerial implications for service managers to identify the experiential
needs of their customer and properly design the customer experience