Customer experience impact on brand loyalty: an empirical study’s methodology

In fiercely competitive markets, providing an outstanding customer experience can serve as a crucial differentiator. Brands that emphasise customer experience can distinguish themselves from competitors while attracting and retaining loyal customers (Havir,2019; Patov,2024). Engaging with clients and soliciting their feedback can further enhance this experience. Brands that actively consider customer input and implement improvements demonstrate a commitment to satisfaction that fosters loyalty. In this paper the methodology of research about the influence of customer experience on brand loyalty is presented. The main research goal is to investigate how various aspects of customer experience (including product quality, emotional engagement, staff behaviоr, satisfaction etc,) correlate with levels of brand loyalty among various consumer segments. The study will examine the importance for customers of multiple factors influencing brand loyalty, such as customer satisfaction, perceived value, trust in the brand, and emotional connections. Research focus in the paper is on the issue of how sustained positive interactions shape long-term loyalties through metrics like repeat purchases or retention rates over extended periods. Another important research aspect is to measure negative customer experiences' impact on brand loyalty, namely, to assess how adverse experiences (such as complaints or service failures) affect consumer allegiance toward the brands, leading them towards competitor options. The target population of the study are the current customers of multiple consumer brands. The sampling method is planned to be a convenience sample with a size of more than 1000 respondents in order to guarantee data representativeness. The paper discusses in its second part the data collection methods and the statistical methods for data analysis, which will include descriptive statistics (frequencies, mean, median or mode) and Inferential statistics (t-tests, ANOVA, correlation and regression analysis) used for identifying relationships among variables.