How Brand Experiences influence Quality, Satisfaction and Loyalty in the Telecommunications Market

What is it about?

This adds to the body of knowledge on the role played by brand experience and its relationship with satisfaction, trust and service quality in the development of loyalty. Structural Equation Modelling (SEM) is used to analyze 690 telecommunications multiple-play users in the Portuguese telecommunications market. The conclusions show that brand experiences are important to generate loyalty, trust and quality perceptions. Satisfaction was confirmed to be the main loyalty predictor. Service quality has an important indirect effect.

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Why is it important?

In order to build customer loyalty, marketers must manage brand experiences, service quality, satisfaction and trust. Brand experiences can be explored as a way to differentiate services, to change customers’ perceptions toward a brand and, ultimately, lead to customer retention. Furthermore, providing reliable services is of the utmost importance for service providers.