文章基本信息

标题：The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality
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作者：Azize Şahin ; Cemal Zehir ; Hakan Kitapccedil 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2012
卷号：6
期号：45
页码：11190-11201
DOI：10.5897/AJBM11.2164
语种：English
出版社：Academic Journals
摘要：The objective of this paper is to investigate the effects of brand experience and service quality on repurchase intention with the role of brand relationship quality. The study was conducted on 258 respondents and research results are analyzed by using structural equation modeling. As a result of this study, brand experiences, satisfaction, and trust have positively effects on repurchase intention for a brand. The research findings indicate that brand experience appears to be far more salient than brand constructs in shaping and building meaningful and long-lasting relationship with consumers.
关键词：Brand experience; service quality; brand relationship quality; brand trust; brand satisfaction; brand commitment; repurchase intention