A descriptive and exploratory study on the influence of the four dimensions of brand experience on customer brand loyalty.

Abstract

Economic value has moved beyond delivering quality services. Economic value now includes distinctive brand experiences. Brand experiences are vital in developing brand loyalty and achieving business sustainability (Ong, Lee & Ramayah11, 2018). Customers may enjoy different types of experience with a brand through sensation, affection, behavior, and intellect. This paper seeks to determine the influence each component of brand experience has on the customer’s brand loyalty particularly in the restaurant industry. Customers revisiting four of the restaurants in the Village, in the Pretoria area provided 21 units of feedback for this study. A mixed method approach allowed for this study to remain flexible in nature. This allowed the researcher to gather quantitative information as well as qualitative information which allowed the researcher to gain in-depth information regarding the perceptions held by customers concerning the influence of the various dimensions of brand experience on customer brand loyalty. Findings revealed that the four different types of brand experience influenced customers brand loyalty differently. Managerial implications are addressed in the discussion section.