Investigating the Impacts of Brand Experience and Service Quality

Abstract

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust. Building consumers' BI is an important strategic objective for all product managers. This study proposes multiple mediation models to analyse the relationships between the constructs, and analyses survey data using partial least squares structural equations to explore how these elements can be modelled. Results show, in line with previous literature, that BE and SQ indirectly affect BI through BT. Further, BT is effective in building BI, and has a mediating effect on the relationships among BE, SQ and BI. The study found new theoretical insights that highlight the importance of the focusing on high SQ levels.

The Effect of Digital Marketing and Service Quality on Consumer Brand Choice of HandmadeShoesby

“…Thus it can be concluded good\service quality that can support a product or brand, where potential buyers or repeat buyers will return and choose the brand. The results of this study also confirm the research of Sahin et al (2016), who said that service quality has a significant positive effect on behavioral intention toward a brand, where the indicators studied include repurchasing a particular brand [18].…”

Low-literate versus literate customer experience: Dimensions, consequences and moderators

“…In other words, CX is the totality of all the customers' interactions (favorable or unfavorable) with a firm's various touchpoints and will lead to firm relevant outcomes (e.g., purchase intention, satisfaction, loyalty, etc.) (Imhof & Klaus, 2020;Şahin et al, 2017). Also, the existing retailing research has taken a narrow view and looks only into the isolated effects of seven elements of retailers' marketing-mix, namely, product (e.g., assortment), brands (e.g., branded products), pricing (e.g., perceived value), communication (e.g., advertising), incentives (e.g., discounts), services (e.g., parking conditions), and distribution (e.g., proximity to home) (Chernev, 2018) on CX formation.…”

Effects of Integrated Resort Experience on Customers’ Hedonic and Eudaimonic Well-Being

“…Although previous studies have noted a relationship between tourism experience and customers’ well-being (Matteucci & Filep, 2017; Sirgy & Uysal, 2016), there are three gaps in the previous tourism and hospitality literature. First, although brand experiences have been studied in service management (Şahin, Kitapçi, Altindağ, & Gök, 2017), customer products (Iglesias, Singh, & Batista-Foguet, 2011), and business-to-business settings (Lemke, Clark, & Wilson, 2011), its relationship with customers’ psychological needs has been largely unexplored. Positive and strong tourism brand experience can provide brands with the opportunity to differentiate themselves from others by enhancing customers’ positive emotion (Ahn & Back, 2018a).…”