본문 바로가기
KERD
논문KCI 등재

The Effects of Experience and Brand Relationship to Brand Satisfaction, Trust and Loyalty Shopping Distribution of Consumer Philips Lighting Product in Indonesia

Z. HIDAYAT|La MANI|Sylvia Christianti BUDI
한국유통과학회 (Korea Distribution Science Association)|2021.01|유통과학연구 (Journal of Distribution Science)|제19권 제1호|pp. 115-124

0

조회

0

다운로드

7

인용

0

참고문헌

키워드

Customer SatisfactionBrand TrustBrand LoyaltyBrand ExperienceBrand Relationship

초록

Purpose: This study examines the effects of several brand variables on customer satisfaction and brand loyalty. Research design, data, and methodology: The survey was conducted on a community with 302 city residents in Greater Jakarta as consumers of lighting products. The constructs were arranged based on several independent variables such as brand experience, brand relationships, and brand trust on customer satisfaction and brand loyalty. Customer satisfaction was positioned as an intervening variable to examine the effects on brand loyalty. Results: The consumer's experience determines the attitude and satisfaction at the next action. Brand experience significantly influences customer satisfaction and brand loyalty. Meanwhile, a brand association related to the benefits of the product concerned so that the relationship also affects customer satisfaction and brand loyalty. However, the brand relationship does not affect brand trust. Consumers do not readily believe without experience. Conclusion: The consumer's experience significantly influences satisfaction and brand loyalty, both direct and indirect. Brand relationships affected customer satisfaction and had a direct effect on brand loyalty. Likewise, brand trust has a direct effect on brand loyalty. The findings' implications emphasize the importance of brand owners to provide positive, memorable experiences to the consumers.

Abstract

Purpose: This study examines the effects of several brand variables on customer satisfaction and brand loyalty. Research design, data, and methodology: The survey was conducted on a community with 302 city residents in Greater Jakarta as consumers of lighting products. The constructs were arranged based on several independent variables such as brand experience, brand relationships, and brand trust on customer satisfaction and brand loyalty. Customer satisfaction was positioned as an intervening variable to examine the effects on brand loyalty. Results: The consumer's experience determines the attitude and satisfaction at the next action. Brand experience significantly influences customer satisfaction and brand loyalty. Meanwhile, a brand association related to the benefits of the product concerned so that the relationship also affects customer satisfaction and brand loyalty. However, the brand relationship does not affect brand trust. Consumers do not readily believe without experience. Conclusion: The consumer's experience significantly influences satisfaction and brand loyalty, both direct and indirect. Brand relationships affected customer satisfaction and had a direct effect on brand loyalty. Likewise, brand trust has a direct effect on brand loyalty. The findings' implications emphasize the importance of brand owners to provide positive, memorable experiences to the consumers.

참고문헌 (53)

  1. Aaker, J. L., "Dimensions of Brand Personality", Journa l of Marketing Research, 34(3), pp.347~356 (1997)[DOI]
  2. Algesheimer, R., "The Social Influence of Brand Community : Evidence fro m European Car Clubs", Journal of Marketing, 69(3), pp.19~34 (2005)[DOI]
  3. Ambler, T., "Relating Brandand Cus tomer Perspectives on Marketing Management", Journal of Service Research, 5(1), pp.13~25 (2002)[DOI]
  4. Anderson, J. C., "A Model of Distrib utor Firm and Manufacturer Firm Working Partnerships", Journal of Marketing, 54(1), pp.42~58 (1990)[DOI]
  5. Artyom Shirin., "Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty", African Journal of Business Management, 5(30) (2011)[DOI]
  6. Ashley, C., "Betrayed by the Buzz? Covert Content and Consumer–Brand Relationships", Journal of Public Policy & Marketing, 28(2), pp.212~220 (2009)[DOI]
  7. Awang, Z., "An evaluation of measurement model for med ical tourism research : the confirmatory factor analysis app roach", International Journal of Tourism Policy, 6(1), pp.29~ (2015)[DOI]
  8. Azize, Ş., "The effects of brand experience and service quality on repurchase intenti on : The role of brand relationship quality", African Journa l of Business Management, 6(45), pp.11190~11201 (2012)[DOI]
  9. Babin, B. J., "The nature of satisfaction : An updated examination and analysis", Journal of Busine ss Research, 41(2), pp.127~136 (1998)[DOI]
  10. Bennett, R., "The brand loyalty life cycle : Implications for marketers", Journal of Brand Mana gement, 12(4), pp.250~263 (2005)[DOI]
  11. Bennett, R., "Experience as a moderator of involvement and satisfa ction on brand loyalty in a business-to-business setting 02-314R", Industrial Marketing Management, 34(1), pp.97~107 (2005)[DOI]
  12. Berkowitz, E. N., "Brand Loyalty : Measurement and Management", Journal of Mark eting Research, 15(4), pp.659~ (1978)[DOI]
  13. Brakus, J. J., "Bra nd Experience : What Is It? How Is It Measured? Does It Affect Loyalty", Journal of Marketing, 73(3), pp.52~68 (2009)[DOI]
  14. 차성수, "The Effect of Brand Trust of Home Meal Replacement on Repurchasing in Online Shopping", Asian Journal of Business Environment, 9(3), pp.21~26 (2019), 한국유통과학회
  15. Chaudhuri, A., "The Chain of Eff ects from Brand Trust and Brand Affect to Brand Perfor mance : The Role of Brand Loyalty", Journal of Marketing, 65(2), pp.81~93 (2001)[DOI]
  16. Chinomona, R., "The Influence Of Brand Experience On Brand Satisfaction, Trust And Attachment In South A frica", International Business & Economics Research Journal(IBER), 12(10), pp.1303~ (2013)[DOI]
  17. Chinomona, R., "Brand communication, brand image a nd brand trust as antecedents of brand loyalty in Gauteng Province of South Africa", African Journal of Economic and Management Studies, 7(1), pp.124~139 (2016)[DOI]
  18. Wenqian Dai, "Effects of Website Characteristics and Delivery Service Quality on Repurchase Intention", 산경연구논집, 9(5), pp.17~24 (2018), 한국유통과학회
  19. Tri Cuong DAM, "The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word-of-Mouth", The Journal of Asian Finance, Economics and Business, 7(11), pp.449~457 (2020), 한국유통과학회
  20. Eggert, A., "Customer perceived value:a substitute for satisfaction in business markets?", Journal of Business & Industrial Marketing, 17(2, pp.3) (2002), 107~118
  21. Fournier, S., "Consumers and Their Brands : Developin g Relationship Theory in Consumer Research", Journal of Consumer Research, 24(4), pp.343~353 (1998)[DOI]
  22. Ganesan, S., "Determinants of Long-Term Orientation i n Buyer-Seller Relationships", Journal of Marketing, 58(2), pp.1~19 (1994)[DOI]
  23. 고위, "A Study on the Continuance Intention of O2O Fresh Agricultural Products E-Commerce", 산경연구논집, 10(10), pp.35~44 (2019), 한국유통과학회[DOI]
  24. Ha, H., "Factors influencing consumer perceptions of b rand trust online", Journal of Product & Brand Management, 13(5), pp.329~342 (2004)[DOI]
  25. Ha, H. -Y., "Effects of consumer percepti ons of brand experience on the web : brand familiarity, sa tisfaction and brand trust", Journal of Consumer Behaviour, 4(6), pp.438~452 (2005)[DOI]
  26. Yugang He, "A Study on the Mutual Effect between Small & Medium-sized Enterprises and Economic Growth: Evidence from Alibaba Group and City of Hangzhou", Asian Journal of Business Environment, 9(2), pp.27~34 (2019), 한국유통과학회
  27. Huang, C. -C., "The impacts of brand experiences on bra nd loyalty : mediators of brand love and trust", Management Decision, 55(5), pp.915~934 (2017)[DOI]
  28. 김판진, "소비자의 전통시장에 대한 인식수준이 재 방문의도에 미치는 영향 연구: 목포지역 소비자를 중심으로", 산경연구논집, 8(5), pp.77~85 (2017), 한국유통과학회
  29. 김판진, "Effects on the Consumer Buying Behavior of an Agricultural Brand in South Korea", 산경연구논집, 5(2), pp.21~28 (2014), 한국유통과학회
  30. 이성준, "기술수용모델 의 확장을 통한 모바일 관광 앱의 사용의도에 관한 연구", 유통과학연구, 13(10), pp.135~142 (2015), 한국유통과학회
  31. Leung, L., "The Role of Consumer-Brand Experiences and Relationship in Contributing to Brand Equity for Ser vices", Athens Journal of Business & Economics, 2(2), pp.195~215 (2016)[DOI]
  32. Leung, L. C., "The effects of affective and utilitarian brand relationships on brand consideration", Journal of Brand Management, 21(6), pp.469~484 (2014)[DOI]
  33. Matzler, K., "Risk aversion and brand loyalty : the mediating role of brand trust and brand affect", Journal of Product & Brand Management, 17(3), pp.154~162 (2008)[DOI]
  34. Mittal, V., "Satisfaction, Repurch ase Intent, and Repurchase Behavior : Investigating the M oderating Effect of Customer Characteristics", Journal of Marketing Research, 38(1), pp.131~142 (2001)[DOI]
  35. Moorman, C., "Factors Affecting Trust in Market Research Relationships", Journ al of Marketing, 57(1), pp.81~ (1993)[DOI]
  36. Morgan, R. M., "The Commitment-Tru st Theory of Relationship Marketing", Journal of Marketin g, 58(3), pp.20~ (1994)[DOI]
  37. Morrison, S., "Building the service br and by creating and managing an emotional brand experi ence", Journal of Brand Management, 14(5), pp.410~421 (2007)[DOI]
  38. Oanh Thi NGUYEN, "Factors Affecting the Intention to Use Digital Banking in Vietnam", The Journal of Asian Finance, Economics and Business, 7(3), pp.303~310 (2020), 한국유통과학회
  39. Oliver, R., "Customer delight : Foundations, findings, an d managerial insight", Journal of Retailing, 73(3), pp.311~336 (1997)[DOI]
  40. Oliver, R. L., "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, 17(4), pp.460~469 (1980)[DOI]
  41. 박혜윤, "항공사의 유･무형, 인적서비스 품질요인이 재이용의도에 미치는 영향 : 항공사 브랜드 및 브랜드태도의 매개효과를 중심으로", 유통과학연구, 15(4), pp.59~67 (2017), 한국유통과학회[DOI]
  42. Raghunathan, R., "Walking the Hedoni c Product Treadmill : Default Contrast and Mood-Based A ssimilation in Judgments of Predicted Happiness with a T arget Product", Journal of Consumer Research, 28(3), pp.355~368 (2001)[DOI]
  43. Jay-Sang Ryu, "Consumer Characteristics and Shopping for Fashion in the Omni-channel Retail Environment", Asian Journal of Business Environment, 9(4), pp.15~22 (2019), 한국유통과학회
  44. Azize Şahin, "Creating Commitment, Trust and Satisfaction for a Brand: What is the Role of Switching Costs in Mobile Phone Market?", Procedia - Social and Behavioral Sciences, 99, pp.496~502 (2013), Elsevier BV[DOI]
  45. Sahin, A., "The Effects of B rand Experiences, Trust and Satisfaction on Building Bran d Loyalty; An Empirical Research On Global Brands", Procedia-Social and Behavioral Sciences, 24, pp.1288~1301 (2011)[DOI]
  46. Schmitt, B., "Experiential Marketing", Journal of Market ing Management, 15(1-3), pp.53~67 (1999)[DOI]
  47. Kok Wai THAM, "Perceived Risk Factors Affecting Consumers’ Online Shopping Behaviour", The Journal of Asian Finance, Economics and Business, 6(4), pp.249~260 (2019), 한국유통과학회
  48. Van-Dat Tran, "The Relationship among Product Risk, Perceived Satisfaction and Purchase Intentions for Online Shopping", The Journal of Asian Finance, Economics and Business, 7(6), pp.221~231 (2020), 한국유통과학회
  49. Truong, H. T., "Factors Affecting Organic Food Purchasing Decisions of Kindergarten School sin Ho Chi Minh City, Vietnam", KODISA International Conference on Business and Economics (KODISA.ICBE), 2019(7), pp.125~133 (2019)
  50. Veloutsou, C., "Brand evaluation, satisfaction and trust as predictors of brand loyalty : the mediator-moderator ef fect of brand relationships", Journal of Consumer Marketing, 32(6), pp.405~421 (2015)[DOI]
  51. Jessica WON, "The Effect of Consumer Motivations on Purchase Intention of Online Fashion - Sharing Platform", The Journal of Asian Finance, Economics and Business, 7(6), pp.197~207 (2020), 한국유통과학회
  52. Hong Yin, "The Effect of Corporate Integrity on Stock Price Crash Risk", Asian Journal of Business Environment, 10(1), pp.19~28 (2020), 한국유통과학회
  53. Zeithaml, V. A., "Consumer Perceptions of Price, Qual ity, and Value: A Means-End Model and Synthesis of Ev idence", Journal of Marketing, 52(3), pp.2~22 (1988)[DOI]

관련 논문AI추천

The Impact of Brand Experience on Brand Transgression Effect강명수, 이희정한국상품학회 · 상품학연구2014 · 제32권 제1호Factors Influencing Brand Loyalty in the Distribution of Indonesian FMCG ProductAstika Prima NITULAR, Hendra CRISWANTO, Muhammad Diast REYHANRAFIF, Ricardo INDRA한국유통과학회 · 유통과학연구2024 · 제22권 제12호The Impact of Product Quality, Price, and Distribution on Satisfaction and LoyaltyAditya Halim Perdana Kusuma Putra, Muhammad YUSUF, NURHILALIA한국유통과학회 · 유통과학연구2019 · 제17권 제10호The Impact of Brand Experience on eWOM: Brand Love and Brand Loyalty as Mediators in Consumer ElectronicsDam Tri Cuong, Nguyen Kim Thoa사람과세계경영학회 · Global Business and Finance Review2024 · 제29권 제5호Distribution in Coworking Space: Exploring Brand Experience and Brand Image on Brand Equity through Brand LoyaltyABRAHAMS Farell Giovan, ARIEF Adzra Athira, INDRA Ricardo, MANI La, PUSPITARINI Indah한국유통과학회 · 유통과학연구2024 · 제22권 제7호Factors Affecting Online Purchase Decision, Customer Satisfaction, and Brand Loyalty: An Empirical Study from Indonesia's Biggest E-CommerceHARTANTO Nico, HIDAYAT Z., JATI Mustika, JOSEPHINE Ruth, MANI La한국유통과학회 · 유통과학연구2022 · 제20권 제11호

이 간행물의 다른 논문 (9건)

Relational Benefits, Alternative Attractiveness and Customer Loyalty: Implication for Service Distribution ChannelsKwang-Hoon LEE, Chen-Qi OU, Choong-Ik Choipp. 5-15The Impact of Basic Psychological Needs Satisfaction on the Performance of the FranchiseeSa-Jean YOUN, Suyeong KIM, Jae-Seung Moonpp. 17-26The Effect of Managerial Ownership on Stock Price Crash Risk in Distribution and Service IndustriesSoo-Joon Chae, Haeyoung Ryupp. 27-35How to Measure Relationship Value in Principal-Retailer ContextAgus W. SOEHADI, Mukhamad NAJIB, Prita PRASETYApp. 37-47How Product Innovation and Motivation Drive Purchase Decision as Consumer Buying BehaviorGusti RAYI, Muhammad ARASpp. 49-60
원문 보기