Details

Autor(en) / Beteiligte

• Moreira, António Carrizo
• Silva, Pedro M. Freitas da
• Moutinho, Victor M. Ferreira

Titel

The Effects of Brand Experiences on Quality, Satisfaction and Loyalty: An Empirical Study in the Telecommunications Multiple-play Service Market

Ist Teil von

• Innovar : revista de ciencias administrativas y sociales, 2017, Vol.27 (64), p.23-36

Ort / Verlag

Bogota: Facultad de Ciencias Económicas, Universidad Nacional de Colombia

Erscheinungsjahr

2017

Link zum Volltext

Quelle

EZB Electronic Journals Library

Beschreibungen/Notizen

• This article seeks to add to the body of knowledge on the role played by brand experience and its relationship with satisfaction, trust and service quality in the development of loyalty. Structural Equation Modelling (SEM) is used to analyze 690 telecommunications multiple-play users in the Portuguese telecommunications market. Our conclusions show that brand experiences can be used to generate loyalty, trust and quality perceptions; although satisfaction was confirmed to be the main loyalty predictor, service quality has an important indirect effect. In order to build customer loyalty, marketers must manage brand experiences, service quality, satisfaction and trust. Brand experiences can be explored as a way to differentiate services, to change customers’ perceptions toward a brand and, ultimately, lead to customer retention. Furthermore, providing reliable services is of the utmost importance for service providers.