The Impact of Service Experience and Brand Experience on Satisfaction Service Brand Attitude Brand Equity and Repurchase Intention

Abstract

newline Brand experience marketing talks about the experiences related to the brand, which adopts the hedonic approach to feel, sense, and imagine the brand. For a service oriented company it becomes even more important not only to grab the attention of the customer but also to hold them and in this context, experiential marketing creates a sense of belongingness among the customers towards a particular brand. Though few research have pointed out the importance of service experience in creating everlasting, unique, emotional experience for the brand, the area is still neglected because of no empirical support. newline newlineThe main focus of this study is to establish the relationship between service experience and brand experience, and to explore how this relationship influences in shaping of the service brand attitude, consumer satisfaction, brand equity and repurchase intention in the service domain. Extensive literature review is done and a conceptual model is developed. newline newlineA method of structural equation modeling is used to test the model. In order to know the relative importance of specific service experience dimension in creating overall experience for the service brand, the regression weightsof the path analysisis considered.The airline industry is chosen to conduct the study because of its unique characteristics which focus on creating good travel experience and a method of random sampling is adopted to collect the data. newline newlineThe findings of the study shows good service experience increases the overall brand experience where a positive brand experience and service experience create positive attitude for the service brand and strengthen the brand equity. The study findings also shows positive brand experience increase the overall satisfaction level, and increased satisfaction level increases the probability of repurchasing the brand again but does not always ensure strong attitude for the brand because of various external factors, market trends and challenges.