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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.
ISBN: 978-961-235-322-3
Appears in Collections:Marketing
Brunel Business School Research Papers

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