Service quality, experiential value and repurchase intention for medical cosmetology clinic: moderating effect of Generation

Chang, Wen-Jung; Liao, Shu-Hsien; Chung, Yu-Chun; Chen, Hung-Pin

doi:10.1080/14783363.2018.1463156

Cited by 19 publications

(17 citation statements)

References 77 publications

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“…Sahivaara, 2015), medical cosmetology (e.g. Chang et al , 2020), sportswear (e.g. Rahulan et al , 2015), airlines (e.g.…”

Section: Discussion Future Work and Conclusionmentioning

confidence: 99%

Experiential marketing, brand image and brand loyalty: a case study of Starbucks

Chang

2020

BFJ

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PurposeDue to the internationalization that has occurred during the past few decades, the living conditions of people around the island of Taiwan have gradually changed, especially their eating habits. Among them, the growth of the coffee market has been very significant. To date, many studies have been devoted to exploring the application of experiential marketing (EM) in a variety of industries. Many experimental results have proven that a positive brand image (BI) will lead to brand loyalty (BL). In services, the best at the practice of EM is Starbucks. Therefore, this paper aims to assess the role of BI in EM and BL for Taiwan’s most popular brand, Starbucks.Design/methodology/approachIn the formal test stage, 225 questionnaires were given to respondents in Starbucks located in four districts (Da-An, Zhong-Zheng, Nei-Hu and Xi-Yin), which have many more stores than the other districts in Taipei City. Two hundred valid samples were obtained. This study used structural equation modelling (SEM) to validate the relationships among EM, BI and BL.FindingsThe findings show that EM cannot directly impact BL as expected, as it needs BI to do so. In other words, BI acts a complete mediator in the relationship between EM and BL.Practical implicationsIn this study, BI acts a complete mediator. This means that if Starbucks expects to improve consumers’ loyalty to the brand, it only needs to rely on the good overall image of the brand. Facing such business style homogeneity, people need some available information to help them to execute their following purchase decisions. Though Starbucks can bring me to its locations, meaning that Starbucks has made its first move in comparison with other competitors, I still decide to leave without any impressive image of this brand. Accordingly, we can refer to BI as a powerful endorsement of a qualified relationship between EM and BL.Originality/valueCompared to past studies on Taiwan’s/Taipei’s Starbucks, this paper simultaneously inputs EM, BI and BL into the model. Though Starbucks has achieved great EM success, this study finds that EM is no longer exclusive to BL, and BI is a powerful endorsement of a qualified relationship between EM and BL. For Starbucks, it must strengthen consumer perceptions of its BI to create customer loyalty.

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“…Sahivaara, 2015), medical cosmetology (e.g. Chang et al , 2020), sportswear (e.g. Rahulan et al , 2015), airlines (e.g.…”

Section: Discussion Future Work and Conclusionmentioning

confidence: 99%

Experiential marketing, brand image and brand loyalty: a case study of Starbucks

Chang

2020

BFJ

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“…In the efforts of developing a more comprehensive repurchase intention model, experts have assessed the role of the user's characteristics in loyalty, especially with age as a moderating variable (Khan et al, 2020;Lu et al, 2021;Chang et al, 2020). However, studies on the moderating role of age groups in e-commerce to understand Repurchase Intention decision in e-commerce marketplace during the COVID-19 pandemic are relatively scarce.…”

Section: Introductionmentioning

confidence: 99%

The antecedents of repurchase intention in Indonesian e-commerce marketplace customers during the COVID-19 pandemic with age as a moderating variable: A study on e-commerce marketplace customers in Java

Dewi¹,

Rohman²,

Hapsari³

2022

IJRBS

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This study aims to examine the factors that affect customers repurchase intention in the e-commerce marketplace during the COVID-19 pandemic on Java Island in Indonesia, using the extended Technology Acceptance Model (TAM) theory and UI/UX Concept. Perceived ease of use, shopping experience, e-trust, and age are variables that are predicted to affect e-commerce marketplace repurchase intention behavior during the COVID-19 pandemic. The data were collected through an online survey from e-commerce marketplace customers in Java who have had at least two experiences of purchasing goods or services through e-commerce in Java. In total, 250 valid responses were analyzed to test hypotheses using structural equation modeling and multi-group analysis. The results show that perceived ease of use, shopping experience, and e-trust are found to significantly affect the repurchase intention in e-commerce marketplace. The study also show that e-trust has a role in mediating the relationship between both perceived ease of use towards repurchase intention and shopping experience towards repurchase intention. However, the multi-group analysis did not find any significant differences between shopping experience and repurchase intention across age groups. Finally, this paper ended with some discussions, implications, limitations, and conclusions.

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“…One indicator of the success of a company is determined by the intention to repurchase its consumers on an ongoing basis (Astari & Pramudana, 2016), which is one of the factors that MM Juice and Restaurant want to improve. The good experience that customers receive from the service is another thing that can increase repurchase intention (Chang, et al, 2020). Consumers' decisions about repurchasing services from companies depend on consumer experiences in the past, and consumers will also see the current situation and conditions (Hellier et al, 2003).…”

Section: Introductionmentioning

confidence: 99%

role of experiential value in mediate experiential marketing on repurchase intention

Darmawan

Yasa

2022

irjmis

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The various types of culinary businesses offered are so diverse such as restaurants, cafes, lounges, and bars. One local restaurant that is well known to the public is MM Juice and Restaurant. An indicator of the success of a company is determined by the intention to repurchase its consumers on an ongoing basis which is one of the factors that MM Juice and Restaurant want to improve. This study aims to explain the role of experiential value in mediating the effect of experiential marketing on repurchase intention. This research was conducted in Denpasar City involving 185 respondents who live in Denpasar with an age range of 18 years and over and have completed high school education. The method used is online purposive sampling via Google Form. The data analysis technique used is a descriptive statistical analysis technique, path analysis, and Sobel test. The results of this study indicate that experiential marketing has a positive and significant effect on experiential value.

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Service quality, experiential value and repurchase intention for medical cosmetology clinic: moderating effect of Generation

Cited by 19 publications

References 77 publications

Experiential marketing, brand image and brand loyalty: a case study of Starbucks

Experiential marketing, brand image and brand loyalty: a case study of Starbucks

The antecedents of repurchase intention in Indonesian e-commerce marketplace customers during the COVID-19 pandemic with age as a moderating variable: A study on e-commerce marketplace customers in Java

role of experiential value in mediate experiential marketing on repurchase intention

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