The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality

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Atıf İçin Kopyala

ŞAHİN A., ZEHİR C., HAKAN K.

AFRICAN JOURNAL OF BUSISESS MANAGEMENT, cilt.6, sa.45, ss.11190-11201, 2012 (Hakemli Dergi)

• Yayın Türü: Makale / Tam Makale
• Cilt numarası: 6 Sayı: 45
• Basım Tarihi: 2012
• Doi Numarası: 10.5897/ajbm11.2164
• Dergi Adı: AFRICAN JOURNAL OF BUSISESS MANAGEMENT
• Sayfa Sayıları: ss.11190-11201
• İstanbul Üniversitesi Adresli: Evet

Özet

The objective of this paper is to investigate the effects of brand experience and service quality on repurchase intention with the role of brand relationship quality. The study was conducted on 258

respondents and research results are analyzed by using structural equation modeling. As a result of this study, brand experiences, satisfaction, and trust have positively effects on repurchase intention for

a brand. The research findings indicate that brand experience appears to be far more salient than brand constructs in shaping and building meaningful and long-lasting relationship with consumers.

Key words: Brand experience, service quality, brand relationship quality, brand trust, brand satisfaction, brand

commitment, repurchase intention.