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.
Keyword : sensory brand experience, emotional brand experience, behavioural brand experience, intellectual brand experience, brand experience, customer satisfaction, eWOM
How to Cite
Almohaimmeed, B. (2020). The impacts of brand experiences on customer satisfaction and electronic word of mouth. Business: Theory and Practice, 21(2), 695-703. https://doi.org/10.3846/btp.2020.11965
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Kim, J. H., Ritchie, J. B., & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1), 12–25. https://doi.org/10.1177/0047287510385467
Kim, J. W., Lee, F., & Suh, Y. G. (2015). Satisfaction and loyalty from shopping mall experience and brand personality. Services Marketing Quarterly, 36(1), 62–76. https://doi.org/10.1080/15332969.2015.976523
Klein, J. F., Falk, T., Esch, F. R., & Gloukhovtsev, A. (2016). Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research, 69(12), 5761–5767. https://doi.org/10.1016/j.jbusres.2016.04.172
Koetz, C. (2019). Managing the customer experience: a beauty retailer deploys all tactics. Journal of Business Strategy, 40(1), 10–17. https://doi.org/10.1108/JBS-09-2017-0139
Kylkilahti, E., & Autio, M. (2018). Young and recognized in service interaction? Re-positioning youth and adulthood with performance tactics and strategicmlaughter. Young, 26(1), 17–33. https://doi.org/10.1177/1103308816678742
Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management, 28(3), 338–348. https://doi.org/10.1016/j.ijhm.2008.10.008
Mohammed, G. O., Hasaballah, A. H. A., Almohaimmeed, B. M. A., & Al-Tit, A. (2017). The impact of product performance on brand loyalty mediated by customer satisfaction: Study in Sudanese service industry. International Journal of Advanced and Applied Sciences, 4(1), 116–122. https://doi.org/10.21833/ijaas.2017.01.017
Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404–423. https://doi.org/10.1057/bm.2012.31
Parahoo, S., Harvey, H., & Radi, G. (2014). Changing consumer behavior paradigms: does passenger age impact factors influencing MRT usage? Corporate Reputation Review, 17(1), 64–77. https://doi.org/10.1057/crr.2013.25
Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50, 50–59. https://doi.org/10.1016/j.jretconser.2019.04.020
Putra, A. N., Wulan, S., & Ingkadijaya, R. (2018). The Influence of visualization of food appearance and food quality towards customer satisfaction in Tutup Panci Bistro, Bumi Serpong Damai, South Tangerang. TRJ Tourism Research Journal, 2(2), 105–116. https://doi.org/10.30647/trj.v2i2.42
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Schmitt, B. (1999). Experiential marketing; how to get customers to sense, feel, think, act and relate to your company and brands. Free Press.
Shanti, M., Sunaryo, S., & Rofiq, A. (2019). Cognitive affective aspects of forming brand loyalty. Jurnal Aplikasi Manajemen, 17(2), 275–284. https://doi.org/10.21776/ub.jam.2019.017.02.10
Shi, D., Lee, T., & Maydeu-Olivares, A. (2019). Understanding the Model Size Effect on SEM Fit Indices. Educational and Psychological Measurement, 79(2), 310–334. https://doi.org/10.1177/0013164418783530
Sweis, R. J., Al-Mansour, A., Tarawneh, M., & Al-Dweik, G. (2013). The impact of total quality management practices on employee empowerment in the healthcare sector in Saudi Arabia: a study of King Khalid Hospital. International Journal of Productivity and Quality Management, 12(3), 271–286. https://doi.org/10.1504/IJPQM.2013.056149
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31–41. https://doi.org/10.1016/j.jretai.2008.11.001
Wägar, K., & Lindqvist, L. J. (2010). The role of the customer contact person’s age in service encounters. Journal of Services Marketing, 24(7), 509–517. https://doi.org/10.1108/08876041011081069
Wu, C. H. J., & Liang, R. D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586–593. https://doi.org/10.1016/j.ijhm.2009.03.008
Zhang, X. (2019). Research on the influence factors of brand experience on consumers’ brand loyalty. Open Journal of Business and Management, 7(2), 556–561. https://doi.org/10.4236/ojbm.2019.72038
Zniva, R., & Weitzl, W. (2016). It’s not how old you are but how you are old: A review on aging and consumer behavior. Management Review Quarterly, 66(4), 267–297. https://doi.org/10.1007/s11301-016-0121-z
Al-Ayed, S. I. (2019). The impact of strategic human resource management on organizational resilience: an empirical study on hospitals. Verslas: teorija ir praktika, 20(1), 179–186. https://doi.org/10.3846/btp.2019.17
Almohaimmeed, B. M. (2017). Restaurant quality and customer satisfaction. International Review of Management and Marketing, 7(3), 42–49.
Al-Tit, A., Omri, A., & Euchi, J. (2019). Critical success factors of small and medium-sized enterprises in Saudi Arabia: insights from sustainability perspective. Administrative Sciences, 9(2), 32. https://doi.org/10.3390/admsci9020032
Al-Tit, A. (2015). The effect of service and food quality on customer satisfaction and hence customer retention. Asian Social Science, 11(23), 129. https://doi.org/10.5539/ass.v11n23p129
Al-Tit, A. (2016). Management information systems in public institutions in Jordan: an eye on implementation success factors and their relationship with organizational performance. International Journal of Advanced Computer Science and Applications, 7(7), 457–463. https://doi.org/10.14569/IJACSA.2016.070763
Andersson, T. D., & Mossberg, L. (2004). The dining experience: do restaurants satisfy customer needs? Food Service Technology, 4(4), 171–177. https://doi.org/10.1111/j.1471-5740.2004.00105.x
Barnes, S. J., Mattsson, J., & Sørensen, F. (2014). Destination brand experience and visitor behavior: Testing a scale in the tourism context. Annals of Tourism Research, 48, 121–139. https://doi.org/10.1016/j.annals.2014.06.002
Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan Management Review, 43(3), 85–89.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Chen, H., Papazafeiropoulou, A., Chen, T. K., Duan, Y., & Liu, H. W. (2014). Exploring the commercial value of social networks: Enhancing consumers’ brand experience through Facebook pages. Journal of Enterprise Information Management, 27(5), 576–598. https://doi.org/10.1108/JEIM-05-2013-0019
Das, G., Agarwal, J., Malhotra, N. K., & Varshneya, G. (2019). Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality. Journal of Business Research, 95, 479–490. https://doi.org/10.1016/j.jbusres.2018.05.026
Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32(13–14), 1230–1259. https://doi.org/10.1080/0267257X.2016.1150322
Foster, C., & Resnick, S. (2013). Service worker appearance and the retail service encounter: the influence of gender and age. The Service Industries Journal, 33(2), 236–247. https://doi.org/10.1080/02642069.2011.614341
Hooper, D., Coughlan, J., & Mullen, M. (2008). Structural equation modelling: guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53–60.
Hosany, S., & Witham, M. (2010). Dimensions of cruisers’ experiences, satisfaction, and intention to recommend. Journal of Travel Research, 49(3), 351–364. https://doi.org/10.1177/0047287509346859
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343–354. https://doi.org/10.1016/j.jbusres.2018.05.043
Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570–582. https://doi.org/10.1057/bm.2010.58
Jeong, E., & Jang, S. S. (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30(2), 356–366. https://doi.org/10.1016/j.ijhm.2010.08.005
Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product & Brand Management, 25(6), 527–537. https://doi.org/10.1108/JPBM-03-2015-0834
Kim, J. H., Ritchie, J. B., & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1), 12–25. https://doi.org/10.1177/0047287510385467
Kim, J. W., Lee, F., & Suh, Y. G. (2015). Satisfaction and loyalty from shopping mall experience and brand personality. Services Marketing Quarterly, 36(1), 62–76. https://doi.org/10.1080/15332969.2015.976523
Klein, J. F., Falk, T., Esch, F. R., & Gloukhovtsev, A. (2016). Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research, 69(12), 5761–5767. https://doi.org/10.1016/j.jbusres.2016.04.172
Koetz, C. (2019). Managing the customer experience: a beauty retailer deploys all tactics. Journal of Business Strategy, 40(1), 10–17. https://doi.org/10.1108/JBS-09-2017-0139
Kylkilahti, E., & Autio, M. (2018). Young and recognized in service interaction? Re-positioning youth and adulthood with performance tactics and strategicmlaughter. Young, 26(1), 17–33. https://doi.org/10.1177/1103308816678742
Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management, 28(3), 338–348. https://doi.org/10.1016/j.ijhm.2008.10.008
Mohammed, G. O., Hasaballah, A. H. A., Almohaimmeed, B. M. A., & Al-Tit, A. (2017). The impact of product performance on brand loyalty mediated by customer satisfaction: Study in Sudanese service industry. International Journal of Advanced and Applied Sciences, 4(1), 116–122. https://doi.org/10.21833/ijaas.2017.01.017
Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404–423. https://doi.org/10.1057/bm.2012.31
Parahoo, S., Harvey, H., & Radi, G. (2014). Changing consumer behavior paradigms: does passenger age impact factors influencing MRT usage? Corporate Reputation Review, 17(1), 64–77. https://doi.org/10.1057/crr.2013.25
Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50, 50–59. https://doi.org/10.1016/j.jretconser.2019.04.020
Putra, A. N., Wulan, S., & Ingkadijaya, R. (2018). The Influence of visualization of food appearance and food quality towards customer satisfaction in Tutup Panci Bistro, Bumi Serpong Damai, South Tangerang. TRJ Tourism Research Journal, 2(2), 105–116. https://doi.org/10.30647/trj.v2i2.42
Rahman, S. M. (2012). Dynamics of consumers’ perception, demographic characteristics and consumers’ behavior towards selection of a restaurant: an exploratory study on Dhaka city consumers. Business Strategy Series, 13(2), 75–88. https://doi.org/10.1108/17515631211205488
Schmitt, B. (1999). Experiential marketing; how to get customers to sense, feel, think, act and relate to your company and brands. Free Press.
Shanti, M., Sunaryo, S., & Rofiq, A. (2019). Cognitive affective aspects of forming brand loyalty. Jurnal Aplikasi Manajemen, 17(2), 275–284. https://doi.org/10.21776/ub.jam.2019.017.02.10
Shi, D., Lee, T., & Maydeu-Olivares, A. (2019). Understanding the Model Size Effect on SEM Fit Indices. Educational and Psychological Measurement, 79(2), 310–334. https://doi.org/10.1177/0013164418783530
Sweis, R. J., Al-Mansour, A., Tarawneh, M., & Al-Dweik, G. (2013). The impact of total quality management practices on employee empowerment in the healthcare sector in Saudi Arabia: a study of King Khalid Hospital. International Journal of Productivity and Quality Management, 12(3), 271–286. https://doi.org/10.1504/IJPQM.2013.056149
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31–41. https://doi.org/10.1016/j.jretai.2008.11.001
Wägar, K., & Lindqvist, L. J. (2010). The role of the customer contact person’s age in service encounters. Journal of Services Marketing, 24(7), 509–517. https://doi.org/10.1108/08876041011081069
Wu, C. H. J., & Liang, R. D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586–593. https://doi.org/10.1016/j.ijhm.2009.03.008
Zhang, X. (2019). Research on the influence factors of brand experience on consumers’ brand loyalty. Open Journal of Business and Management, 7(2), 556–561. https://doi.org/10.4236/ojbm.2019.72038
Zniva, R., & Weitzl, W. (2016). It’s not how old you are but how you are old: A review on aging and consumer behavior. Management Review Quarterly, 66(4), 267–297. https://doi.org/10.1007/s11301-016-0121-z