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Brand Experience in Banking Industry: Direct and Indirect Relationship to Loyalty

Author

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  • Nuri WULANDARI

    (Indonesia Banking School)

Abstract

In marketing, the meaning of value is rapidly shifting from service and relationships to experiences. It is believed that the traditional value proposition is no longer effective to compete in the market and to gain customer loyalty. By adapting the brand experience model, this study tries to validate the model in the banking industry, which is currently facing intense competition to retain customers. The brand experience construct is tested for its direct and indirect relationship toward loyalty. It is postulated that satisfaction and brand authenticity might be instrumental in mediating brand experience to loyalty. Research was conducted via in-depth interview and quantitative survey, targeting bank customers in Jakarta. The result confirmed that brand experience has direct and indirect contribution to loyalty in significant and positive manner. The research contributes in validating previous studies with a rare emphasis in banking sector. The result implies that brand experience is an important value to lead to customer loyalty in this area and subject to growing research on experience marketing.

Suggested Citation

  • Nuri WULANDARI, 2016. "Brand Experience in Banking Industry: Direct and Indirect Relationship to Loyalty," Expert Journal of Marketing, Sprint Investify, vol. 4(1), pages 1-9.
    • Handle: RePEc:exp:mkting:v:4:y:2016:i:1:p:1-9
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    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Napoli, Julie & Dickinson, Sonia J. & Beverland, Michael B. & Farrelly, Francis, 2014. "Measuring consumer-based brand authenticity," Journal of Business Research, Elsevier, vol. 67(6), pages 1090-1098.
    3. Tsai, Shu-pei, 2005. "Integrated marketing as management of holistic consumer experience," Business Horizons, Elsevier, vol. 48(5), pages 431-441.
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    Cited by:

    1. IKRAMUDDIN & Muhammad ADAM & Hizir SOFYAN & FAISAL, 2017. "The Relationship of Perceived Value, Service Quality, Brand Trust, and Brand Loyalty. A Literature Review," Expert Journal of Marketing, Sprint Investify, vol. 5(2), pages 72-77.
    2. Anber Abraheem Shlash Mohammad, 2017. "The Impact of Brand Experiences, Brand Equity and Corporate Branding on Brand Loyalty: Evidence from Jordan," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 7(3), pages 58-69, July.

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    More about this item

    Keywords

    Brand Experience; Consumer Behavior; Banking; Authenticity; Brand Loyalty; Satisfaction; Experience Marketing; Service;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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