The Impacts of Brand Experiences on Customer Satisfaction and Electronic Word of Mouth

Abstract

The problem addressed in this study is that the impact of the customer experience on the achievement of positive customer outcomes is still unknown in Arabic restaurants. Hence, the aim of this study is to explore the effect of brand experience, as measured through sensory, emotional, behavioural, and intellectual brand experience, on customer satisfaction and customer electronic word of mouth (eWOM) as well as the effect of customer satisfaction on eWOM. Data were collected using an electronic questionnaire consisting of 18 items distributed to a convenience sample of Facebook users. A total of 311 valid responses were collected. The participants were asked to evaluate their satisfaction and eWOM based on 6 items and their brand experience based on 12 items. Using IBM SPSS AMOS, the study revealed that three dimensions of brand experience (sensory, emotional, and behavioural) were significantly related to customer satisfaction and eWOM. Intellectual brand experience, according to the results of the current study, had no significant effect on customer satisfaction or eWOM. This conclusion is highlighted at the end of the paper along with its implications and recommendations. The contribution of this study stems from the fact that it alerts organizations to the factors influencing customer behaviour that ultimately lead to positive outcomes.

How Does Consumer Experience with Cosmetics Products Create EWOM, Satisfaction, and Loyalty?

“…Besides, they also gave the highest rating and reviews about the product on the beauty review platform in an online shopping site. The result is consistent with the finding of Serra-Cantallops et al (2018), Almohaimmeed (2020), and Muhammad and Artanti (2016).…”

The relationship between electronic word of mouth and brand: A systematic review and future research agenda

“…Therefore, negative brand experiences can add to negative eWOM. Almohaimmeed (2020) studied four dimensions of brand experience in eWOM: sensory, emotional, intellectual, and behavioural. They found that sensory, emotional, and behavioural dimensions significantly impacted indulgence in eWOM (Almohaimmeed, 2020).…”

“…Almohaimmeed (2020) studied four dimensions of brand experience in eWOM: sensory, emotional, intellectual, and behavioural. They found that sensory, emotional, and behavioural dimensions significantly impacted indulgence in eWOM (Almohaimmeed, 2020). Furthermore, consumers gave more importance to a brand's ability to invoke and involve emotions, feelings, and intelligence associated with the brand than to its functionality (Schmitt et al, 2009).…”

Does eWOM affect Guests’ Experience Expectation? An Empirical Analysis within the Hotel and Tourism Sector

“…Although experiences have attracted considerable interests in recent years, the tourism industry is still facing major challenges in creating and managing these experiences (Cetin & Dincer, 2014;Bolton, McColl-Kennedy, Cheung, Gallan, Orsingher, Witel & Zaki, 2018;Batra, 2019). As such, further studies are continually needed to understand customer experience (Vesci, Conti, Rossato & Castellani, 2020), and examine their influencing factors, particularly, in a tourism industry (Almohaimmeed, 2020).…”