Does Brand Experience Build Customer’s Satisfaction and Loyalty in the Automobile Industry

Abstract

This paper aimed to investigate how satisfaction and loyalty are influenced by brand experience. The data were collected from 511 car owners in the Kingdom of Bahrain, using appropriate data collection technique. SPSS was used to test the suggested relationships in the model.The results indicated a relationship between brand experience, brand satisfaction and brand loyalty in the automobile industry.The highest correlation coefficient was found in the super luxurious car classification in terms of brand satisfaction and brand loyalty. The results, via ANOVA, showed that there was a significant difference at (0.01) level for all brand experience dimensions as the variances for these dimensions for the super luxurious cars in terms of sensory and affective dimensions were high, while the variances for 4X4 cars classification in terms of behavioral and relational was the highest. Thus, results indicate that brand experience is a key predictor of both satisfaction and loyalty as perceived by the customer in this industry.

Keywords: Brand experience, Brand satisfaction, Brand loyalty, Purchase intentions.