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http://bura.brunel.ac.uk/handle/2438/4270
Title: | The role of customer experience in building brand loyalty within the service context |
Authors: | Ismail, AR Melewar, TC |
Keywords: | Customer experience;Servicescape;Brand loyalty;Experiential brands |
Issue Date: | 2008 |
Publisher: | CMC2008 |
Citation: | Proceedings of the 13th International Conference on Corporate and Marketing Communications, Ljubljana, Slovenia, 24-26 April 2008. pp. 351-362 |
Abstract: | Customer experience theory, research, and practice represent an evolving area of study within the marketing discipline. Despite its importance, the customer experience concept remains vague and lacks a thorough theoretical foundation. This study addresses this gap in the literature and examines the antecedents and consequences of customer experience from customer perspectives. The study provides a conceptual framework building from a qualitative study and the existing literature. This article includes a formal test of the framework using a large-scale survey of British customers to examine their experience with resort-hotel brands. The results show price perception, core services, and word-of-mouth have a direct impact on how customers interpret their experiences with resort-hotel brands; perceived service quality plays a mediatory role in the relationship between servicescape, core service, and customer experience. Measuring validation strength of customer experience upon brand loyalty by best fit in combination with cross-sample predictive validity models is a valuable contribution of this study. |
URI: | http://bura.brunel.ac.uk/handle/2438/4270 |
ISBN: | 978-961-235-322-3 |
Appears in Collections: | Marketing Brunel Business School Research Papers |
Files in This Item:
File | Description | Size | Format | |
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consumer experience.pdf | 540.59 kB | Adobe PDF | View/Open |
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