The impact of customer experience on brand equity in a business-to-business services setting

2009 ◽  
Vol 17 (6) ◽  
pp. 446-458 ◽  
Author(s):  
Galina Biedenbach ◽  
Agneta Marell
Keyword(s):  
Brand Equity ◽  
Customer Experience ◽  
Business Services ◽  
The Impact ◽  
Business To Business

The relationship between marketing mix and retailer-perceived brand equity

IMP Journal ◽  
2018 ◽  
Vol 12 (1) ◽  
pp. 192-208 ◽  
Author(s):  
Wita Efanny ◽  
Jony Haryanto ◽  
Muhammad Kashif ◽  
Hanif Adinugroho Widyanto
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Modeling ◽  
Content Type ◽  
Distribution Strategy ◽  
Push And Pull ◽  
The Impact ◽  
The Relationship ◽  
Business To Business

Purpose A huge investment launching the marketing program is made by the manufacturers to establish brand loyalty with retailers and other supply chain partners; however, what is the impact of these efforts on retailer-perceived brand equity (RPBE) is scarcely investigated in a business-to-business (B2B) context. The purpose of this paper is to investigate the impact of Nu Green – a brand of tea as a manufacturer’s marketing efforts on RPBE. Design/methodology/approach Based on the positivist paradigm, the authors followed a survey-based approach to collect data from 125 retailers of Nu Green Tea brand from Indonesia. The collected data were rigorously analyzed by means of structural equation modeling. Findings The results reveal that elements of marketing efforts such as supplier image, distribution strategy, and push and pull promotions have a significant impact on the RPBE of Nu Green. Originality/value This research extends the understanding of retail marketing in a B2B context by investigating the impact of marketing efforts on RPBE.

Consequences of customer experience quality on franchises and non-franchises models

2019 ◽  
Vol 47 (3) ◽  
pp. 311-330
Author(s):  
Emerson Wagner Mainardes ◽  
Vinicius Costa Amorim Gomes ◽  
Danilo Marchiori ◽  
Luis Eugenio Correa ◽  
Vinicius Guss
Keyword(s):  
Brand Equity ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Group Analysis ◽  
Customer Experience ◽  
Perceived Quality ◽  
Content Type ◽  
Confirmatory Factor ◽  
The Impact

Purpose The purpose of this paper is to verify the differences of the influence of customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention of franchise customers and non-franchise customers. Design/methodology/approach After developing two questionnaires, the authors collected 523 responses from Brazilian franchise users (Questionnaire 1) and 574 of non-franchise users (Questionnaire 2). The authors proceed to a confirmatory factor analysis, based on covariance (CB-SEM). In order to compare the results between franchises and non-franchises, the authors have performed a multi-group analysis with support of AMOS. Findings The results show that customer experience quality of the franchise customers tends to result in a better purchase intention, giving indications of better quality and brand trustworthiness when compared to non-franchises. This comparison shows indications of the competitive advantage of franchises over non-franchises, justifying the investments that market companies have been making in the development of the customer experience quality. Originality/value The research contributes to the understanding of the impact of the customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention that directly affects the performance of the franchises, empirically investigating the customer experience quality in the context of franchises using the adapted EXQ scale. Complementarily, it is compared with non-franchises to observe the differences between them.

Servbrand Framework: A Business-To-Business Services Brand Equity Framework

2020 ◽  
Vol 27 (1) ◽  
pp. 55-69
Author(s):  
Pieter Steenkamp ◽  
Frederick Jacobus Herbst ◽  
Jacobus Christiaan De Villiers ◽  
Marlize Terblanche-Smit ◽  
Holger J. Schmidt
Keyword(s):  
Brand Equity ◽  
Business Services ◽  
Business To Business

Assessing the Impact of Brand Equity and Demographic Characteristics on Brand Loyalty: The Mediating Role Played By Customer Experience in United Arab Emirates’ Hotel Industry

2020 ◽  
pp. 109634802094778
Author(s):  
Mohammed T. Nuseir
Keyword(s):  
United Arab Emirates ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Linear Regression Analysis ◽  
Hotel Industry ◽  
Customer Experience ◽  
Demographic Characteristics ◽  
Mediating Role ◽  
Significant Difference ◽  
The Impact

The hotel industry has grown rapidly in recent years, becoming the most competitive environment. As a result, industry players strive to outsmart competitors by creating brand equity to enhance brand loyalty; however, the impact of brand equity and demographic characteristics on brand loyalty is sketchy. In this study, we assess this impact in United Arab Emirates’ hotel industry by using customer experience as the mediating role. We selected a total of 694 participants at three 3-star hotels and two 5-star hotels in the United Arab Emirates. The Mann–Whitney test showed no statistically significant differences in brand loyalty ( p < .05) by gender, and the Kruskal–Wallis test showed a moderately statistically significant difference ( p > .05) and a highly statistically significant difference ( p > .07) in brand loyalty by age and income groups, respectively. A positive correlation was found between customer experience and the different dimensions of brand equity. Similarly, a positive relationship ( R = .716) was found between customer experience and brand loyalty using linear regression analysis. These findings will benefit managing authorities and key decision makers who seek to increase the productivity and profitability of their hotels.

scholarly journals Configure the Symmetrical and Asymmetrical Paths of Brand Equity and Relationship of Firm Created Content and User Generated Content as Antecedent

2021 ◽  
Vol 8 (1) ◽  
pp. 90-103
Author(s):  
Aditya Halim Perdana Kusuma Putra ◽  
Nurani Nurani ◽  
Gunawan Bata Ilyas ◽  
Yulia Tri Samiha ◽  
Setyani Dwi Lestari
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Online Survey ◽  
Descriptive Analysis ◽  
Customer Experience ◽  
Exploratory Research ◽  
Brand Performance ◽  
Indirect Relationship ◽  
The Impact ◽  
The Relationship

This study aims to investigate in the relationship FCC, UGC, Customer Experience satisfaction towards Brand Equity and Purchase Decision on the subject of e-commerce research in Indonesia (e.g., Lazada, Tokopedia, and Bli-Bli). This study used two research methods: exploratory research (exploratory research) and descriptive research (descriptive analysis). This study's total population was 200 eligible. The collection data with online survey. This study's testing phase is through three phases: first, the reliability of the construct configuration for brand association, brand awareness, brand reputation, and brand performance on brand equity. Second, the relationship that explains the direct and indirect effects of UGC and FCC on brand equity and purchase intention; third, the relationship that demonstrates the impact of variable customer experience satisfaction on brand equity and purchase intention. The result of this study shown from the seven symmetrical paths, the direct relationship is found significant results except for variable relationships such as UGC and FCC on Purchase Intention, which states that there is no significant effect. For example, the indirect relationship between FCC and Purchase Intention mediated by the Brand Equity variable states that there is no positive and significant effect. Except for the relationship between UGC on Purchase Intention mediated by Brand Equity and Brand Equity on Purchase Intention mediated by the Customer Experience Satisfaction variable. Both found that there was a positive and significant relationship.

Impact of Digitalization on Service Work in Knowledge-Intensive Business Services: An Empirical Study in Tax Consultancies

2019 ◽  
Vol 3 (4) ◽  
pp. 209-222
Author(s):  
Philipp K. Görs ◽  
Henning Hummert ◽  
Anne Traum ◽  
Friedemann W. Nerdinger
Keyword(s):  
Work Engagement ◽  
Service Work ◽  
Psychological Consequences ◽  
Business Services ◽  
Knowledge Intensive Business Services ◽  
Positive Effects ◽  
Knowledge Intensive ◽  
The Impact ◽  
Positive Effect ◽  
Special Case

Digitalization is a megatrend, but there is relatively little knowledge about its consequences for service work in general and specifically in knowledge-intensive business services (KIBS). We studied the impact of digitalization on psychological consequences for employees in tax consultancies as a special case of KIBS. We compare two tax consulting jobs with very different job demands, those of tax consultants (TCs) and assistant tax consultants (ATCs). The results show that the extent of digitalization at the workplace level for ATCs correlates significantly positively with their job satisfaction. For TCs, the same variable correlates positively with their work engagement. These positive effects of digitalization are mediated in the case of ATCs by the impact on important job characteristics. In the case of TCs, which already have very good working conditions, the impact is mediated by the positive effect on self-efficacy. Theoretical and practical consequences of these results are discussed.

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