Artikel
The impacts of brand experiences on customer satisfaction and electronic word of mouth
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.
- Sprache
-
Englisch
- Erschienen in
-
Journal: Verslas: Teorija ir praktika / Business: Theory and Practice ; ISSN: 1822-4202 ; Volume: 21 ; Year: 2020 ; Issue: 2 ; Pages: 695-703 ; Vilnius: Vilnius Gediminas Technical University
- Klassifikation
-
Management
Business Administration and Business Economics; Marketing; Accounting; Personnel Economics: General
Marketing and Advertising: General
Marketing
Advertising
Marketing and Advertising: Other
Survey Methods; Sampling Methods
- Thema
-
sensory brand experience
emotional brand experience
behavioural brand experience
intellectual brand experience
brand experience
customer satisfaction
eWOM
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Almohaimmeed, Bader
- Ereignis
-
Veröffentlichung
- (wer)
-
Vilnius Gediminas Technical University
- (wo)
-
Vilnius
- (wann)
-
2020
- DOI
-
doi:10.3846/btp.2020.11965
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:44 MEZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Almohaimmeed, Bader
- Vilnius Gediminas Technical University
Entstanden
- 2020
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