scholarly journals Brand Experience, Trust Components, and Customer Loyalty: Sustainable Malaysian SME Brands Study

2015 ◽  
Vol 11 (26) ◽  
pp. 252-266 ◽  
Author(s):  
Chuan Huat Ong ◽  
Salniza Md. Salleh
Keyword(s):  
Customer Loyalty ◽  
Brand Experience

scholarly journals A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference Relations

Symmetry ◽  
2021 ◽  
Vol 13 (7) ◽  
pp. 1151
Author(s):  
Tsuen-Ho Hsu ◽  
Chun-Hsien Chen ◽  
Ya-Wun Yang
Keyword(s):  
Customer Loyalty ◽  
Pairwise Comparison ◽  
Brand Experience ◽  
Decision Analysis Model ◽  
Analysis Model ◽  
Pairwise Comparison Matrix ◽  
Preference Relations ◽  
New Business ◽  
Fuzzy Linguistic ◽  
The Impact

Branded apps are not only an important platform for enterprises and customers to have real-time interactions and communicate marketing messages, but also a new business model that encourages value co-creation between the two. In order to explore the impact of branded apps on customers, this study constructs a fuzzy multi-criteria decision making (FMCDM) analysis model, and it uses consistent fuzzy linguistic preference relations (CFLPR) to set up a symmetric pairwise comparison matrix, which greatly reduces the complexity and error rate of calculations. Empirical research findings show that brand experience attributes and the influence of brand experience on customer loyalty and satisfaction can be more accurately measured. As a consequence of this study, we show that, among the brand experience facets of two retail chain branded apps, behavioral experience is the most favored, while affective experience is the least favored. Furthermore, brand attachment and active participation should be strengthened to enhance customer loyalty. Through the analytical model employed in this study, enterprises can regularly monitor changes in the brand experience preferences of branded app users and evaluate app performance to flexibly adjust mobile device-based marketing campaigns and strategies. It can also aid enterprises in using mobile devices effectively to improve customer loyalty and address the issue of diminishing brand loyalty.

scholarly journals Sudden Studios - AI-Powered Branding

2021 ◽  
Author(s):  
Mohamed Ashraf Tawfik Abdel Fattah
Keyword(s):  
Customer Loyalty ◽  
Web Application ◽  
Brand Experience

Many businesses face the issue of retaining customers. There are many reasons why customers leave but an inconsistent brand experience is one of the biggest faults. Sudden Studios is a concept for an AI-powered web application aimed at helping brand owners identify their reputation’s potholes. With such insight, brand owners can fill in their gaps faster to develop greater customer loyalty, sooner

PENGARUH BRAND EXPERIENCE TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY SOUR SALLY DI KOTA BANDUNG

2015 ◽  
Vol 10 (1) ◽  
pp. 57
Author(s):  
Ervina Jadeline
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Equation Model ◽  
Research Use ◽  
Brand Experience ◽  
Consumer Loyalty ◽  
Verification Method ◽  
Direct Observations ◽  
Positive Effect

ABSTRACT The purpose in this study was to determine the effect of brand experience on consumer loyalty, either directly or indirectly, through customer satisfaction. This research use ddescriptive method and verification method. Data collected throughdistribution of questionnaires, direct observations, as well aswithliterature. The data analyzed in this studyused Structural Equation Model (SEM). The results support the studies that have been done before, which shows that the brand experience positive effect on consumer loyalty both directly and indirectly, through customer satisfaction. Keywords: brand experience, customer satisfaction, customer loyalty ABSTRAK Tujuan dalam penelitian ini adalah untuk mengetahui pengaruh pengalaman merek terhadap loyalitas konsumen, baik secara langsung maupun tidak langsung, yaitu melalui kepuasan konsumen. Penelitian ini menggunakan metode deskriptif dan juga verifikatif. Pengumpulan data dilakukan melalui pembagian kuesioner, observasi secara langsung, maupun dengan studi pustaka. Pengolahan data dalam penelitian ini menggunakan model persamaan struktural. Hasil penelitian ini mendukung penelitian-penelitian yang telah dilakukan sebelumnya, yang menunjukkan bahwa pengalaman merek berpengaruh secara positif terhadap loyalitas konsumen baik secara langsung maupun tidak langsung, yakni melalui kepuasan konsumen. Kata Kunci: pengalaman merek, loyalitas konsumen, kepuasan konsumen

scholarly journals HUBUNGAN CUSTOMER SATISFACTION DAN BRAND EXPERIENCE DENGAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY: STUDI KASUS PENGELOLAAN MAL

2017 ◽  
Vol 15 (1) ◽  
pp. 57-84
Author(s):  
Helen Helen ◽  
Emrus Emrus
Keyword(s):  
Data Collection ◽  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Brand Experience ◽  
Growing Up ◽  
Department Stores

Abstract: The development of department stores or known as malls is growing up significantly from yearsto years and making the tight competition in retail world in Indonesia. The entire malls attempt to winthe customers loyalty by using the appropriate marketing strategy for the targeted consumers. This effortwill be balanced with the good perception towards the brand image that the mall has. Mall X is theresearch object. This research is conducted to measure the influence of customer satisfaction, brandexperience, and brand image toward the customer loyalty of Mall X, which is the brand image is treatedas the intervening variable. The data collection starts with the questionnaires that spreaded among 240respondents and being analyzed with Structural Equation Model (SEM) technique. The result shows fromthe five hypothesizes which had been tested, three of those hypothesizes showing the positive relationship.Key Words: Customer Satisfaction, Brand Experience, Brand Image, Customer Loyalty Abstrak: Pengembangan pusat perbelanjaan atau dikenal dengan mal yang tumbuh secara signifikandari tahun ke tahun, dan membuat persaingan yang ketat di dunia ritel di Indonesia. Seluruh malmencoba untuk memenangkan loyalitas pelanggan dengan menggunakan strategi pemasaran yang tepatuntuk konsumen yang ditargetkan. Upaya ini akan seimbang dengan persepsi yang baik terhadappencitraan yang dimiliki mal tersebut. Objek dalam penelitian ini adalah Mal X. Penelitian ini dilakukanuntuk mengukur pengaruh dari kepuasan pelanggan, pengalaman terhadap merek, dan citra merekterhadap loyalitas pelanggan mal X, dimana citra merek menjadi variabel antara. Pengumpulan datadidapatkan dari kuesioner yang disebarkan kepada 240 responden dan dianalisis dengan teknikStructural Equation Model (SEM). Hasil penelitian ini menunjukkan dari lima hipotesisi yang telah diuji,tiga diantaranya menunujukkan hubungan positif.Kata Kunci: Kepuasan Pelanggan, Pengalaman terhadap Merek, Citra Merek, dan LoyalitasPelanggan

scholarly journals Sudden Studios - AI-Powered Branding

2021 ◽  
Author(s):  
Mohamed Ashraf Tawfik Abdel Fattah
Keyword(s):  
Customer Loyalty ◽  
Web Application ◽  
Brand Experience

Many businesses face the issue of retaining customers. There are many reasons why customers leave but an inconsistent brand experience is one of the biggest faults. Sudden Studios is a concept for an AI-powered web application aimed at helping brand owners identify their reputation’s potholes. With such insight, brand owners can fill in their gaps faster to develop greater customer loyalty, sooner

scholarly journals Pengaruh Kepercayaan Merek, Pengalaman Merek Dan Komitmen Terhadap Loyalitas Konsumen (Studi Kasus Pada Pengguna Telkomsel Di Grapari Telkomsel Margocity Depok)

2020 ◽  
Vol 2 (1) ◽  
pp. 59-66
Author(s):  
Anisa Arizona
Keyword(s):  
Customer Loyalty ◽  
Research Method ◽  
Quantitative Method ◽  
Total Population ◽  
Secondary Data ◽  
Management Theory ◽  
Brand Experience ◽  
Test Results ◽  
Brand Trust ◽  
Negative Effect

The purpose of this study to determine the magnitude of the influence of Brand Trust, Brand Experience and Commitment to Customer Loyalty. The theory used in this study refers to marketing management theory that relates to brand trust, brand experience, commitment and customer loyalty. The research method used in this research is quantitative method through questionnaire with total population of 686 pharmacies and the number of samples used as many as 100 customers, the calculation of the sample using Roscoe formula in the quote Sugiyono, techniques taken in data collection using accidental sampling. The data used are primary and secondary data with data analysis using linear regression. Based on the analysis with the help of SPSS application version 24 for windows shows that: the first partial t test results show that brand trust and experience have a positive and significant impact on customer loyalty, because t arithmetic greater than t table. Because t arithmetic is bigger than t table. And the commitment variable has a negative effect on customer loyalty. From these results can be concluded that brand trust and experience that will increase customer loyalty in GraPARI Telkomsel Margocity Depok..

scholarly journals The Impact of Value Co-Creation Behaviour within the Social Media Context

2021 ◽  
Vol 14 (1) ◽  
pp. 33-58
Author(s):  
Esther Bassil Sleilati ◽  
Cynthia Jabbour sfeir
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Customer Value ◽  
Structural Equation ◽  
Business Community ◽  
Policy Implications ◽  
Brand Experience ◽  
Theoretical Contribution ◽  
The Social ◽  
The Impact

Manuscript type: Research paper Research aims: This study investigates the impact of value co-creation behaviour on customer loyalty within the context of social media. It also attempts to determine the role played by customer brand experience and customer satisfaction as mediating variables. Design/Methodology/Approach: Drawing upon the service-dominant logic theory, a research framework is developed and tested using the structural equation modelling. The data comprise the input of 449 respondents from Lebanon. Research findings: The findings provide substantial evidence showing the relationship between customer value co-creation behaviour and customer loyalty. This relationship is partially mediated by customer brand experience. Theoretical contribution/Originality: This study expands on existing literature by investigating how customer value co-creation behaviours can lead to customer loyalty within the social media context of Lebanon. Practitioner/Policy implications: The findings can assist managers in understanding how customer loyalty can be promoted through co-creation behaviours within social media. The results suggest that managers should provide the means which can encourage more behavioural, intellectual and affective customer reviews/feedback. Research limitation/Implications: The limitation of this study rests on its findings which cannot be generalised to a wider business community as it focuses only on the context of Lebanon.

scholarly journals PENGARUH BRAND EXPERIENCE DAN BRAND PERSONALITY TERHADAP CUSTOMER LOYALTY

2019 ◽  
Vol 2 (2) ◽  
pp. 29-35
Author(s):  
Fithrotudiniyah ◽  
Sri Andriani ◽  
Putri Reno Kemala Sari
Keyword(s):  
Customer Loyalty ◽  
Brand Personality ◽  
Brand Experience

Penelitian ini bertujuan untuk mengetahui Pengaruh Brand Experience Dan Brand Personality Terhadap Customer Loyalty Smartphone Samsung (studi pada mahasiswa Universitas Teknologi Sumbawa). Variabel yang digunakan yaitu, Brand Experience, Brand Personality. Populasi adalah seluruh mahasiswa aktif UTS yang menggunakan smartphone samsung dengan sampel sebanyak 100 orang. Instrumen yang digunakan adalah kuesioner dan alat analisis yang digunakan adalah SPSS. Jenis data yakni data primer yang didapat dari hasil pengisian kuesioner dengan penilaian skala likert 4 poin. Uji prasyarat meliputi uji normalitas, uji heteroskedastisitas, dan uji multikolinearitas serta teknik analisis yang digunakan yakni analisis regresi linear berganda. Hasil penelitian ini menunjukan bahwa variabel brand experience berpengaruh terhadap customer loyalty dan brand personality berpengaruh terhadap Customer loyalty.

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