Experience Quality, Customer Brand Engagement, Brand Performance and Brand Loyalty to Purchase Intention

Clarita Tanzaretha, Rodhiah Rodhiah

Abstract


This study aims to empirically test experience quality, customer brand engagement and brand performance on purchase intention with brand loyalty as a mediating variable. Data collection uses a non-probability method with purposive sampling technique. A total of 238 respondents, namely customers who consumed “brand X” more than once, were collected by distributing questionnaires via an online google form. The analysis technique uses SEM with the Smart PLS program. The results showed that experience quality and customer brand engagement can affect brand loyalty. In addition, experience quality, customer brand engagement and brand loyalty can affect purchase intention. However, the brand performance variable cannot affect brand loyalty. Furthermore, experience quality can mediate customer brand engagement on purchase intention. Furthermore, the brand loyalty variable can also mediate experience quality and customer brand engagement in influencing purchase intention. Finally, brand performance has no effect on purchase intention if it is mediated by brand loyalty.


Keywords


Experience quality; customer brand engagement; brand performance; brand loyalty; purchase intention.

Full Text:

PDF

References


Adhikari, K., & Panda, R. K. (2019). The Role of consumer- brand engagement towards driving brand loyalty: Mediating effect of relationship quality. Journal of Modelling in Management, 14(4), 987-1005.

Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2017). Factors affecting Halal meat purchase intention: evidence from international Muslim students in China. British Food Journal, 119(3), 527-541.

Amin, M. et al. (2019). Marketing Communication Strategy To Improve Tourism Potential. Budapest International Research and Critics Institute-Journal (BIRCI-Journal). P. 160-166.

Alwi, S. F. S., Nguyen, B., Melewar. T.C., Loh, Y. H., & Liu, M. (2015). Explicating industrial brand equity Integrating brand trust, brand performance and industrial brand image. Journal of Industrial Management & Data Systems,116(5), 858-882.

Anisimova, T. (2010). Corporate brand: the company-customer misalignment and its performance implications. Journal of Brand Management, 17(7), 488-503.

Barber, N. A., Taylor, D. C., & Strick, S. (2010b). Wine consumers’ environmental knowledge and attitudes: influence on willingness to purchase. International Journal of Wine Research, 1, 59-72.

Barber, N. A., & Taylor, D. C. (2013). Experimental approach to assessing actual wine purchase Behavior. International Journal of Wine Business Research, 25(3), 203-226.

Bijmolt, T. H., Leeflang, P. S. H., Block, F., Eisenbeiss, M., Hardie, B. G. S., Lemmens, A., & Saffert, P. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341-356.

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32(5/6), 399-426.

France, C., Merrilees, B., & Miller, D. (2016). An integrated model of customer- brand engagement: drivers and consequences. Journal of Brand Management, 23(2), 119-136.

Hair, J. F., G. T. M. Hult, C. M. Ringle, & M. Sarstedt. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 2nd edn. Thousand Oaks, CA: Sage.

Hollebeek, L., Srivastava, R.K., & Chen, T. (2019). S-D logic-informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47(1),161- 185.

Ichsan, R. et al. (2021). Determinant of Sharia Bank's Financial Performance during the Covid-19 Pandemic. Budapest International Research and Critics Institute-Journal (BIRCI-Journal). P. 298-309.

Islam, J. U., Rahman, Z., & Hollebeek, L. D. (2018). Consumer engagement in online brand communities: a solicitation of congruity theory. Internet Research, 28(1), 23-45.

Khan, I., & Rahman, Z. (2015b). Brand experience anatomy in retailing: an interpretive structural modeling approach. Journal of Retailing and Consumer Services, 24(5), 60-69.

Klaus, P., Gorgoglione, M., Buonamassa, D., Panniello, U., & Nguyen, B. (2013). Are you providing the ‘right’ customer experience? The case of Banca Popolare di Bari. International Journal of Bank Marketing, 31(7), 506-528.

Lees, L., Shin, H. B., & Lopez-Morales, E. (2015). Conclusion: global gentrifications. In L. Lees, H. B. Shin, & E. Lopez-Morales (Eds.), Global Gentrifications. Uneven development and displacement, 441-452.

Lemon, K., & Verhoef, C. P. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.

Mainardes, E. W., Gomes, V. C. A., Marchiori, D., Correa, L. E., & Guss, V. (2019). Consequences of customer experience quality on franchises and non- franchises models. International Journal of Retail & Distribution Management, 47(3), 311-330

Meler, M., Horvat, D., & Kristic, J. (2016). Wine consumer traits. Journal of Marketing, 70.

Narteh, B. (2018). Brand equity and financial performance: the moderating role of brand likeability. Marketing Intelligence and Planning, 36(3), 381-395.

Nugraha, D. (2020). Bisnis Food and Baverage Industri 4.0, Tantangan dan Cara Menghadapinya.https://www.paper.id/blog/bisnis/food-and-beverage-fnb/. Diakses 18 september 2021.

Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty?. European Journal of Marketing, 50(1-2), 2-28.

Raza, M., Frooghi, R., Binti Rani, S. H., & Qureshi, M. A. (2018). Impact of brand equity drivers on purchase intention: a moderating effect of entrepreneurial marketing. South Asian Journal of Management Sciences, 12(1), 69-92.

Selvia & Rodhiah. (2020). Pengaruh Personality Traits Terhadap Brand Loyalty Melalui Congruity dan Customer Satisfaction Sebagai Variabel Mediasi pada Brand Fore Coffee. Jurnal Manajerial dan Kewirausahaan, 2(2), 361- 370.

Thio, Y. J., & Rodhiah. (2021). PENGARUH SERVICE ENCOUNTER QUALITY, BRAND ATTITUDE, IMAGE, TRUST TERHADAP CUSTOMER LOYALTY DI GARUDA INDONESIA. Jurnal Manajerial dan Kewirausahaan, 3(4), 1019-1028.

Wu, H.-C., & Li, T. (2014). A study of experiential quality, perceived value, heritage image, experiential satisfaction, and behavioral intentions for heritage tourists. Journal of Hospitality & Tourism Research, 41(8), doi: https://doi.org/10.1177/1096348014525638.

Visentin, M., Pizzi, G., & Pichierri, M. (2019). Fake news, real problems for brands: the impact of content truthfulness and source credibility on consumers behavioral intentions toward the advertised brands. Journal of InteractiveMarketing, 45, 99-112.

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122-146.




DOI: https://doi.org/10.33258/birci.v5i1.3841

Article Metrics

Abstract view : 352 times
PDF - 163 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.