Online Brand Experience: Drivers and Consequences

Abstract

The purpose of this study is to determine the influence of brand involvement, customer-brand engagement, online brand experience to brand satisfaction and brand loyalty of mobile banking applications users in BCA, Bank Mandiri, BRI, and BNI as the big four most valuable brands in Indonesia. This study used primary data sources obtained directly by distributing questionnaires to 260 respondents. The sampling method used is non-probability sampling with purposive sampling technique, and the criteria of respondents used in this study are consumers who own and use mobile banking applications at least once a month. The research method used is SEM, analysis of data quality using a validity test and reliability test. The findings of this study are Brand Involvement has a positive effect toward Customer Brand Engagement, Customer Brand Engagement has a positive effect toward Online Brand Experience, Online Brand Experience has a positive effect toward Brand Satisfaction and Brand Loyalty. Brand Satisfaction has a positive effect toward Brand Loyalty.

Customer brand engagement impact on brand satisfaction, loyalty, and trust in the online context. Egyptian Banking Sector

“…Concerning the significant positive direct impact of CBE on online brand experience in the Egyptian banking sector, this study finding matches with the previous studies of and Pratomo and Magetsari (2018) who mentioned that companies must capitalize on brand engagement in fostering a unique online brand experience. CBE in the banking industry helps customers to interact directly with banks through the use of online banking such as internet banking and mobile applications and hence improve customers' online brand experience.…”

“…Moreover, it has been showed that the online brand experience has a significant positive direct impact on brand satisfaction in the Egyptian banking sector. This finding was supported by the prior studies of Pratomo and Magetsari (2018) who mentioned that the higher the brand experience achieved by the customer, the higher the level of satisfaction in the banking industry. Besides, other studies such as Chinomona (2013), Kusuma (2014) and stated that the higher the brand experience of a brand, the higher the brand's satisfaction in the eyes of customers.…”

“…It has been proven that a customer engagement with a brand is not just the process of interaction between the customers and brands rather it is a fundamental tool in developing deeper customer-brand relationships. (Van Doorn et al, 2010;Hollebeek, 2011;Pratomo and Magetsari, 2018). Co-creation is what happens when the customer shows impulsive, unrestricted and flexible behaviors that exclusively customize the customer brand experience (Lusch and Vargo, 2006;Sprott et al, 2009).…”

“…Most of the earlier studies viewed the brand experience as a consequence of CBE (Vivek, 2009;Ramaswamy and Gouillart, 2010;Brodie et al, 2011;Hollebeek, 2011;Hollebeek et al, 2014). Therefore, the company needs to enhance CBE to create a unique online brand experience (Pratomo and Magetsari, 2018). In the online banking sector, Nysveen and Pedersen (2014) suggested that building unique and favorable brand experiences and co-creation involvement should help to engage customers with the brand.…”

“…Customers are expected have a solid relationship with the brand through the pervasive and strengthened online brand experiences (Brakus et al, 2009). Consequently, the more a customer feels a suitable brand experience, the more possible the customer will repurchase the brand, which will lead to brand loyalty (Pratomo and Magetsari, 2018). Based on the above arguments, the following hypothesis is presented:…”