Exploring the Role of Brand Experience and Customer Engagement in Increasing Brand Loyalty Through Customer Satisfaction
DOI:
https://doi.org/10.52909/jbemk.v4i2.205Keywords:
Brand Experience, Brand Loyalty, Customer Satisfaction, Customer EngagementAbstract
This article maps the analysis of ten relevant studies on Brand Loyalty, Customer Satisfaction, Brand Experience, and Customer Engagement through a qualitative research approach. The purpose of this research is to collect, map, analyze, and synthesize literature related to the topic. Referring to the opinion of Hart et al. (2022), the literature review analysis is carried out in a systematic and structured manner, including identification, assessment, and synthesis of related literature. The identification process aims to find gaps in the existing literature to build valid arguments. This process should be carried out by relying on credible and relevant sources. The literature review should identify trends, gaps and patterns in the existing literature and demonstrate the contribution of new research to the accumulated knowledge. This research also develops the results of previously researched research more clearly. The results show that positive brand experience is a key factor in building customer loyalty. Various literature shows that satisfying experiences can create strong emotional connections, which are important for long-term loyalty. In addition, customer engagement in brand activities, such as interactions on social media, is proven to drive customer satisfaction. Active engagement makes customers feel valued and connected, which contributes to their increased satisfaction. Overall, this study emphasizes the importance of experience management and customer engagement to increase brand loyalty in a competitive marketing context. The findings provide novelty insights into the impact of customer engagement. Exploring customer engagement through interactions on social media as a factor that impacts customer satisfaction is an innovative approach. This research shows that active engagement is not only beneficial for increasing loyalty but also contributes to the overall customer experience.
References
Aaker David A. (2008). Manajemen Membangun Ekuitas Merek. In Spektrum Mitra Utama Prentice Hall: Vol. Cetakan ke (Cetakan ke, Issue Brand Equity). Spektrum Mitra Utama Prentice Hall.
Achmadi, R., Eviana, N., Soerjanto, & Widiarto, S. (2023). Increase Brand Loyalty Through Customer Satisfaction at Restaurants. African Journal of Hospitality, Tourism and Leisure, 12(1), 98–113. https://doi.org/10.46222/ajhtl.19770720.356
Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148. https://doi.org/10.1108/APJML-05-2021-0333
Attar, R. W., Almusharraf, A., Alfawaz, A., & Hajli, N. (2022). New Trends in E-Commerce Research: Linking Social Commerce and Sharing Commerce: A Systematic Literature Review. Sustainability (Switzerland), 14(23). https://doi.org/10.3390/su142316024
Bapat, D. (2020). Examining the antecedents and consequences of brand experience dimensions: implications for branding strategy. Journal of Asia Business Studies, 14(4), 505–524. https://doi.org/10.1108/JABS-01-2019-0020
Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi.org/10.1007/s11747-019-00718-x
Bisschoff, C. (2020). Measuring and managing brand loyalty of banks’ clients. Banks and Bank Systems, 15(3), 160–170. https://doi.org/10.21511/bbs.15(3).2020.14
Boateng, H., Kosiba, J. P., Adam, D. R., Ofori, K. S., & Okoe, A. F. (2020). Examining brand loyalty from an attachment theory perspective. Marketing Intelligence and Planning, 38(4), 479–494. https://doi.org/10.1108/MIP-03-2019-0161
Brakus, J. J., Chen, W., Schmitt, B., & Zarantonello, L. (2022). Experiences and happiness: The role of gender. Psychology and Marketing, 39(8), 1646–1659. https://doi.org/10.1002/mar.21677
Busalim, A. H., Ghabban, F., & Hussin, A. R. C. (2021). Customer engagement behaviour on social commerce platforms: An empirical study. Technology in Society, 64, 101437. https://doi.org/10.1016/j.techsoc.2020.101437
Castillo, A., Benitez, J., Llorens, J., & Luo, X. (Robert). (2021). Social media-driven customer engagement and movie performance: Theory and empirical evidence. Decision Support Systems, 145(February), 113516. https://doi.org/10.1016/j.dss.2021.113516
Chen, S., Han, X., Bilgihan, A., & Okumus, F. (2021). Customer engagement research in hospitality and tourism: a systematic review. Journal of Hospitality Marketing and Management, 30(7), 871–904. https://doi.org/10.1080/19368623.2021.1903644
Clark-Carter, D. (2009). Quantitative Psychological Research : The Complete Student’s Companion: Vol. 3rd ed. Psychology Press. http://ezproxy.umt.edu.my/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=289857&site=ehost-live&scope=site
Dapena-Baron, M., Gruen, T. W., & Guo, L. (2020). Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty. Journal of Brand Management, 27(3), 355–375. https://doi.org/10.1057/s41262-019-00185-3
de Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48(6), 1211–1228. https://doi.org/10.1007/s11747-020-00731-5
Denny, E., & Weckesser, A. (2022). How to do qualitative research?: Qualitative research methods. BJOG: An International Journal of Obstetrics and Gynaecology, 129(7), 1166–1167. https://doi.org/10.1111/1471-0528.17150
Diallo, M. F., Moulins, J. L., & Roux, E. (2021). Unpacking brand loyalty in retailing: a three-dimensional approach to customer–brand relationships. International Journal of Retail and Distribution Management, 49(2), 204–222. https://doi.org/10.1108/IJRDM-03-2020-0115
Do, D. K. X., Rahman, K., & Robinson, L. J. (2020). Determinants of negative customer engagement behaviours. Journal of Services Marketing, 34(2), 117–135. https://doi.org/10.1108/JSM-02-2019-0050
Eckert, C., Neunsinger, C., & Osterrieder, K. (2022). Managing customer satisfaction: digital applications for insurance companies. In Geneva Papers on Risk and Insurance: Issues and Practice (Vol. 47, Issue 3). Palgrave Macmillan UK. https://doi.org/10.1057/s41288-021-00257-z
Fetais, A. H., Algharabat, R. S., Aljafari, A., & Rana, N. P. (2023). Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands. Information Systems Frontiers, 25(2), 795–817. https://doi.org/10.1007/s10796-022-10264-7
Gao, F., & Lan, X. (2020). Sensory Brand Experience: Development and Validation in the Chinese Context. Frontiers in Psychology, 11(July), 1–11. https://doi.org/10.3389/fpsyg.2020.01436
Gómez-Suárez, M., & Veloso, M. (2020). Brand experience and brand attachment as drivers of WOM in hospitality. Spanish Journal of Marketing - ESIC, 24(2), 231–246. https://doi.org/10.1108/SJME-12-2019-0106
Hart, T. C., Chataway, M., & Mellberg, J. (2022). Measuring fear of crime during the past 25 years: A systematic quantitative literature review. Journal of Criminal Justice, 82(September), 101988. https://doi.org/10.1016/j.jcrimjus.2022.101988
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96(June 2018), 343–354. https://doi.org/10.1016/j.jbusres.2018.05.043
Jayasingh, S. (2019). Consumer brand engagement in social networking sites and its effect on brand loyalty. Cogent Business and Management, 6(1). https://doi.org/10.1080/23311975.2019.1698793
Jennings, G. R. (2012). Qualitative research methods. Handbook of Research Methods in Tourism: Quantitative and Qualitative Approaches, 309–323. https://doi.org/10.4337/9781781001295
Jiménez-Barreto, J., Correia Loureiro, S. M., Rubio, N., & Romero, J. (2022). Service brand coolness in the construction of brand loyalty: A self-presentation theory approach. Journal of Retailing and Consumer Services, 65(November 2021). https://doi.org/10.1016/j.jretconser.2021.102876
Joshi, R., & Garg, P. (2021). Role of brand experience in shaping brand love. In International Journal of Consumer Studies (Vol. 45, Issue 2). https://doi.org/10.1111/ijcs.12618
Kaveh, A., Nazari, M., van der Rest, J. P., & Mira, S. A. (2021). Customer engagement in sales promotion. Marketing Intelligence and Planning, 39(3), 424–437. https://doi.org/10.1108/MIP-11-2019-0582
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing management 4th European edition. In Pearson (Vol. 13, Issue 3). Pearson Education.
Kumar, V., & Kaushik, A. K. (2020). Building consumer–brand relationships through brand experience and brand identification. Journal of Strategic Marketing, 28(1), 39–59. https://doi.org/10.1080/0965254X.2018.1482945
Liang, D., Dai, Z., & Wang, M. (2021). Assessing customer satisfaction of O2O takeaway based on online reviews by integrating fuzzy comprehensive evaluation with AHP and probabilistic linguistic term sets. Applied Soft Computing, 98, 106847. https://doi.org/10.1016/j.asoc.2020.106847
Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148(May), 325–342. https://doi.org/10.1016/j.jbusres.2022.04.068
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Ong, C. H., Lee, H. W., & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing and Management, 27(7), 755–774. https://doi.org/10.1080/19368623.2018.1445055
Otto, A. S., Szymanski, D. M., & Varadarajan, R. (2019). Customer satisfaction and firm performance: insights from over a quarter century of empirical research. Journal of the Academy of Marketing Science, 48(3), 543–564. https://doi.org/10.1007/s11747-019-00657-7
Perez-Vega, R., Kaartemo, V., Lages, C. R., Borghei Razavi, N., & Männistö, J. (2021). Reshaping the contexts of online customer engagement behavior via artificial intelligence: A conceptual framework. Journal of Business Research, 129(March 2019), 902–910. https://doi.org/10.1016/j.jbusres.2020.11.002
Philip., Kotler, K. L. K. (2016). A Framework for Marketing Management. Sixth Edition Global Edition (Steven Jackson (ed.); Sixth Edit). Pearson education Limited.
Pina, R., & Dias, Á. (2021). The influence of brand experiences on consumer-based brand equity. Journal of Brand Management, 28(2), 99–115. https://doi.org/10.1057/s41262-020-00215-5
Rather, R. A. (2021). Demystifying the effects of perceived risk and fear on customer engagement, co-creation and revisit intention during COVID-19: A protection motivation theory approach. Journal of Destination Marketing and Management, 20(February), 100564. https://doi.org/10.1016/j.jdmm.2021.100564
Rosado-Pinto, F., & Loureiro, S. M. C. (2020). The growing complexity of customer engagement: a systematic review. EuroMed Journal of Business, 15(2), 167–203. https://doi.org/10.1108/EMJB-10-2019-0126
Seduram, L., Mamun, A. Al, Salameh, A. A., Perumal, S., & Shaari, H. (2022). Predicting Smartphone Brand Loyalty Using Four-Stage Loyalty Model. SAGE Open, 12(2). https://doi.org/10.1177/21582440221099295
Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology and Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
Sumrit, D., & Sowijit, K. (2023). Winning customer satisfaction toward omnichannel logistics service quality based on an integrated importance-performance analysis and three-factor theory: Insight from Thailand. Asia Pacific Management Review, 28(4), 531–543. https://doi.org/10.1016/j.apmrv.2023.03.003
Suresh, S., & Vasantha, S. (2021). Influence of logistics service quality among customer satisfaction using IOT based techniques. Materials Today: Proceedings, xxxx. https://doi.org/10.1016/j.matpr.2020.11.764
Theadora, C., Amelia, M. V., Tan, G. W.-H., Lo, P.-S., Ooi, K.-B., & Dwivedi, Y. K. (2023). How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique. Journal of Product & Brand Management, 32(4), 645–660. https://doi.org/10.1108/JPBM-02-2022-3855
Tran, V. D., & Nguyen, N. T. T. (2022). Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2084968
Truong, N. T., Dang-Pham, D., McClelland, R. J., & Nkhoma, M. (2020). Service innovation, customer satisfaction and behavioural intentions: a conceptual framework. Journal of Hospitality and Tourism Technology, 11(3), 529–542. https://doi.org/10.1108/JHTT-02-2019-0030
Tuti, M., & Sulistia, V. (2022). The Customer Engagement Effect on Customer Satisfaction and Brand Trust and Its Impact on Brand Loyalty. Jurnal Manajemen Bisnis, 13(1), 1–15. https://doi.org/10.18196/mb.v13i1.12518
Wang, T., & Zhou, M. (2021). Integrating rough set theory with customer satisfaction to construct a novel approach for mining product design rules. Journal of Intelligent and Fuzzy Systems, 41(1), 331–353. https://doi.org/10.3233/JIFS-201829
Ye, X. M., Batool, H., & Huang, S. Z. (2023). The effect of e-commerce livestreaming services on customer loyalty: a test of the chain mediation model. Journal of Innovation and Entrepreneurship, 12(1). https://doi.org/10.1186/s13731-023-00310-2
Zaato, S. G., Zainol, N. R., Khan, S., Rehman, A. U., Faridi, M. R., & Khan, A. A. (2023). The Mediating Role of Customer Satisfaction between Antecedent Factors and Brand Loyalty for the Shopee Application. Behavioral Sciences, 13(7), 1–22. https://doi.org/10.3390/bs13070563
ZAID, S., & PATWAYATI, P. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983
Zha, D., Melewar, T. C., Foroudi, P., & Jin, Z. (2020). An Assessment of Brand Experience Knowledge Literature: Using Bibliometric Data to Identify Future Research Direction. International Journal of Management Reviews, 22(3), 287–317. https://doi.org/10.1111/ijmr.12226
