The Effect of Brand Experience on Loyalty in Mobile Money Services: Mediating Role of Word-of- Mouth and Customer Satisfaction

Matonya, Juma (2018) The Effect of Brand Experience on Loyalty in Mobile Money Services: Mediating Role of Word-of- Mouth and Customer Satisfaction. ["eprint_fieldopt_thesis_type_phd" not defined] thesis, The Open University of Tanzania.

[img] PDF
Download (1MB)

Abstract

This study aimed at examining the relationship between brand experience and brand loyalty in the mobile money services. Specifically the study aimed at (i) determining the influence of brand experience in creating brand loyalty of mobile money customers (ii) determining the influence of brand experience on word of mouth and customer satisfaction (iii) determining the influence of word of mouth and customer satisfaction on building loyalty (iv) determining the mediating effect of word of mouth and customer satisfaction in the link between brand experience and brand loyalty. This study utilized an explanatory research design whereas structural equation modeling was used to analyze collected data from 299 individuals obtained through simple random sampling. The results indicate that brand experience has a significant and positive effect on brand loyalty. It was revealed that brand experience impacts word of mouth and satisfaction of mobile money customers. The results also showed that word of mouth and customer satisfaction has a significant and positive association with brand loyalty. Moreover, word of mouth and customer satisfaction partially mediates the link between brand experience and brand loyalty. The study concludes that brand experience, word of mouth and customer satisfaction are predictors of brand loyalty. Thus, it is recommended that marketers, mobile network operators and dealers should carefully manage brand experience, word of mouth and customer satisfaction in order to make customers loyal to their brands. This study theoretically contributes to the literature by revealing the mediating role played by word of mouth and customer satisfaction in the link between brand experience and brand loyalty.

Item Type: Thesis (["eprint_fieldopt_thesis_type_phd" not defined])
Subjects: 600 Technology > 658 Gerneral management
Divisions: Faculty of Business Management > Department of Marketing and Entrepreneurship
Depositing User: Mr. Administrator OUT
Date Deposited: 15 Oct 2019 09:33
Last Modified: 22 Nov 2019 07:11
URI: http://repository.out.ac.tz/id/eprint/2299

Actions (login required)

View Item View Item