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.
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.
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