The effect of brand experiences and relational benefits on loyalty in the fast-food restaurants

Abstract

PurposeThe aim of this study is to examine the role of relational benefits and brand experience measurements on willingness to pay more (WPM), effects of word of mouth (WOM) and repurchase intention (RI) in fast-food restaurants (FFR).Design/methodology/approachEmploying an online questionnaire survey with a sample size of 503 respondents, the quantitative methodology included multiple regression and factor analysis to facilitate the analyses of data.FindingsRelational benefits and their dimensions (confidence, special treatment and social benefits) found to positively impact WPM, WOM and RI. With reference to brand experiences, the current study found that behavioural and intellectual experiences have significant and positive effects on WPM, WOM and RI. Surprisingly, no positive significance was identified between sensory experiences and WPM, WOM and RI.Practical implicationsThe findings show that relational benefits and brand experience dimensions play an essential role in improving brand loyalty.Originality/valueThe current study subscribes to the concept of relationship marketing theory, suggesting that loyalty to FFRs can be enhanced by offering customers relational benefits and augmenting their brand experiences.

Customer lifetime value: the effect of relational benefits, brand experiences, quality, satisfaction, trust and commitment in the fast-food restaurants

“…The intellectual experience was found to have a higher impact on brand trust than behavioural or sensory experience (Yu and Yuan, 2019). Similarly, Dandis et al (2022a) ascertained that intellectual experiences had a positive impact on outcome relationships in FFRs. Consequently, customers who are cognitively stimulated during their dining experience are more likely to be satisfied, consider such experiences worth visiting again and trust this FFR brand.…”

“…The behavioural dimension also had a positive impact on brand trust and brand commitment (Jung and Sool, 2012). Similarly, Dandis et al (2022a) found that behavioural experiences had a positive impact on outcome relationships in FFRs. According to Yu and Yuan (2019), behavioural experience may impact trust through attachment, which in turn positively impacts brand trust.…”

“…Prior research has also indicated the positive impact that confidence benefits have on customer satisfaction (Fatima et al, 2016;Dagger and Brien, 2010) and on commitment (Chou and Chen, 2018;Fatima et al, 2016;Wong et al, 2019;Yang et al, 2017). In addition, Dandis et al (2022a) observed that confidence benefits positively impacted outcome relationship marketing in FFRs, such as the willingness to pay more and repurchase intentions. Moreover, Kim and Ok (2009) observed in the hospitality industry that affective commitment is impacted both directly and indirectly by confidence benefits.…”

The impact of hotel brand experience on citizenship behavior of five-star hotel customers in Egypt

“…Moreover, Chan et al (2022) stated that interpersonal attraction considerably influenced CCB, which is more prominent when customers believe that the corporate culture is intensely customer-focused. In a nutshell, social benefits resulting from service employees' efforts in the context of services encouraged clients to repeat the purchase, pay more for it, and recommend it to others (Dandis et al, 2022).…”

“…The human factor is an essential factor in the success of service organizations. Relational advantages have been proven to favorably influence willingness to pay more, WOM, and repurchase intentions in the context of restaurants (Dandis et al, 2022). A study by Mutsikiwa et al (2020) proved that hotel staff competence significantly and positively impacted customer intention to stay at a hotel.…”