The Influence of Customer Satisfaction and Consumer Brand Relationship pn Future Intention Based on Optimal Experience Theory

Nabila Putri Maharani, Endy Gunanto Marsasi

Abstract


The contribution made by the automotive industry can be an improvement for the automotive sector. The global economy can run smoothly and improve with the role played by many industrial sectors, most importantly the automotive industry. This research aims to test and analyze the influence of experience, consumer brand relationship, and satisfaction on future intention. The population is Generation Y and Z consumers aged 17-55 years, who are users of automotive dealer services. The data collection technique uses nonprobability sampling with the judgment sampling method. Optimal experience theory is used in research as the main theory. The sample consisted of 150 respondents. This research is quantitative using SPSS IBM 27 and AMOS Graphics 24 software. The findings of this research show that satisfaction is proven to have no significant influence on future intention. Other research shows that experience results have a positive and significant effect on satisfaction. The findings from this research also show that consumer brand relationships can influence future intentions toward consumers of automotive dealer services. This research is useful in that automotive dealer services must increase satisfaction and consumer brand relationships towards future intentions for consumers.

Keywords


Experience; Consumer Brand Relationship, Satisfaction, Future Intention

Full Text:

PDF

References


Alizadeh, H., & Kashani, H. N. (2022). Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry. Revista Brasileira de Gestao de Negocios, 24(4), 594–616. https://doi.org/10.7819/rbgn.v24i4.4200

Arachchi, H. A. D. M. (2022). Does perceived corporate citizenship affect purchasing intention during the COVID-19 pandemic? Across the mediating impact of brand trust and consumer–brand relationship. IIM Ranchi Journal of Management Studies, 1(2), 124–144. https://doi.org/10.1108/irjms-10-2021-0136

Aufa, A. A., & Marsasi, E. G. (2023). The Influence of Perceived Risk and Loyalty… (Vol. 22, Issue 1).

Baek, E., Choo, H. J., Wei, X., & Yoon, S. Y. (2020). Understanding the virtual tours of retail stores: how can store brand experience promote visit intentions? International Journal of Retail and Distribution Management, 48(7), 649–666. https://doi.org/10.1108/IJRDM-09-2019-0294

Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi.org/10.1007/s11747-019-00718-x

Bian, W., & Yan, G. (2022). Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.884673

Çevik, H., & Sevilmiş, A. (2022). The effects of sense of community on perceived value, consumer satisfaction and future intention in the low-cost fitness clubs. Managing Sport and Leisure, 1–21. https://doi.org/10.1080/23750472.2022.2115393

Chaudhary, M., & Islam, N. U. (2021). Impact of Perceived Risk on Tourist Satisfaction and Future Travel Intentions: A Mediation–Moderation Analysis. Global Business Review. https://doi.org/10.1177/09721509211036270

Creswell. (2022). design research.

Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016

Dieguez, T., Ferreira, L. P., Silva, F. J. G., & Tjahjono, B. (2020). Open Innovation and Sustainable Development through Industry-Academia Collaboration: A Case Study of the Automotive Sector. Procedia Manufacturing, 51, 1773–1778. https://doi.org/10.1016/j.promfg.2020.10.246

Ejdys, J., & Gulc, A. (2020). Trust in courier services and its antecedents as a determinant of perceived service quality and future intention to use courier service. Sustainability (Switzerland), 12(21), 1–19. https://doi.org/10.3390/su12219088

Gálvez-Ruiz, P., Calabuig, F., Grimaldi-Puyana, M., González-Serrano, M. H., & Garcia-Fernández, J. (2023). The effect of perceived quality and customer engagement on the loyalty of users of Spanish fitness centers. Academia Revista Latinoamericana de Administracion. https://doi.org/10.1108/ARLA-01-2023-0014

Hahm, J., Breiter, D., Severt, K., Wang, Y., & Fjelstul, J. (2016). The relationship between sense of community and satisfaction on future intentions to attend an association's annual meeting. Tourism Management, 52, 151–160. https://doi.org/10.1016/j.tourman.2015.06.016

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). MULTIVARIATE DATA ANALYSIS EIGHTH EDITION. www.cengage.com/highered

Hartoyo, H., Manalu, E., Sumarwan, U., & Nurhayati, P. (2023). Driving success: A segmentation of customer admiration in automotive industry. Journal of Open Innovation: Technology, Markets, and Complexity, 9(2), 100031. https://doi.org/10.1016/j.joitmc.2023.100031

Hu, Y., & Xu, S. (2021). Memorability of a previous travel experience and revisit intention: The three-way interaction of nostalgia, perceived disappointment risk and extent of change. Journal of Destination Marketing and Management, 20. https://doi.org/10.1016/j.jdmm.2021.100604

Ikome, J. M., Laseinde, O. T., & Kanakana Katumba, M. G. (2022). The Future of the Automotive Manufacturing Industry in Developing Nations: A Case Study of its Sustainability Based on South Africa's Paradigm. Procedia Computer Science, 200, 1165–1173. https://doi.org/10.1016/j.procs.2022.01.316

Insyira Tasya, A., & Marsasi, E. G. (2023). THE EFFECT OF PERCEIVED VALUE AND EWOM ON LOYALTY IN THE INDUSTRY CONSUMER GOODS BASED ON EQUITY THEORY. MEA Scientific Journal, 7(1), 2023.

Jeong, M., & Shin, H. H. (2020). Tourists' Experiences with Smart Tourism Technology at Smart Destinations and Their Behavior Intentions. Journal of Travel Research, 59(8), 1464–1477. https://doi.org/10.1177/0047287519883034

Kim, S., Choe, J. Y., & Kim, P. B. (2022). Effects of local food attributes on tourist dining satisfaction and future: The moderating role of food culture differences. Journal of China Tourism Research, 18(1), 121–143. https://doi.org/10.1080/19388160.2020.1805667

Kim, Y., Rogol, E., & Lee, J. S. (2022). Impact of Core and Peripheral Service Satisfaction on Team Identification and Revisit Intention: A Comparison of Minor and Major League Ice Hockey. Journal of Global Sport Management, 7(1), 158–180. https://doi.org/10.1080/24704067.2018.1527186

Kujur, F., & Singh, S. (2020). Visual communication and Consumer-Brand relationship on Social Networking Sites - Uses & Gratifications Theory Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 30–47. https://doi.org/10.4067/S0718-18762020000100104

Kuleto, V., Milena, I. P., Stanescu, M., Ranković, M., Šević, N. P., Păun, D., & Teodorescu, S. (2021). Extended reality in higher education, a responsible innovation approach for generation y and generation z. Sustainability (Switzerland), 13(21). https://doi.org/10.3390/su132111814

Kumar, V., & Kaushik, A. K. (2020). Building consumer–brand relationships through brand experience and brand identification. Journal of Strategic Marketing, 28(1), 39–59. https://doi.org/10.1080/0965254X.2018.1482945

Lee, S., Jeong, E., & Qu, K. (2020a). Exploring Theme Park Visitors' Experience on Satisfaction and Revisit Intention: A Utilization of Experience Economy Model. Journal of Quality Assurance in Hospitality and Tourism, 21(4), 474–497. https://doi.org/10.1080/1528008X.2019.1691702

Lee, S., Jeong, E., & Qu, K. (2020b). Exploring Theme Park Visitors' Experience on Satisfaction and Revisit Intention: A Utilization of Experience Economy Model. Journal of Quality Assurance in Hospitality and Tourism, 21(4), 474–497. https://doi.org/10.1080/1528008X.2019.1691702

Libre, A., Manalo, A., & Laksito, G. S. (2022). Factors Influencing Philippines Tourists' Revisit Intention: The Role and Effect of Destination Image, Tourist Experience, Perceived Value, and Tourist Satisfaction. International Journal of Quantitative Research and Modeling, 3(1), 1–12. https://journal.rescollacomm.com/index.php/ijqrm/index

Lou, L., Jiao, Y., & Koh, J. (2021). Determinants of fan engagement in social media-based brand communities: A brand relationship quality perspective. Sustainability (Switzerland), 13(11). https://doi.org/10.3390/su13116117

Marsasi, E. G., & Yuanita, A. D. (2023). INVESTIGATING THE CAUSES AND CONSEQUENCES OF BRAND ATTACHMENT OF LUXURY FASHION BRAND: THE ROLE OF GENDER, AGE, AND INCOME. Economics And Management Media, 38, 71–93. www.zara.com/id

Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669

Nadeem, W., Juntunen, M., Shirazi, F., & Hajli, N. (2020). Consumers' value co-creation in sharing economy: The role of social support, consumers' ethical perceptions and relationship quality. Technological Forecasting and Social Change, 151. https://doi.org/10.1016/j.techfore.2019.119786

Nuseir, M. T., & Elrefae, G. (2022a). The effects of facilitating conditions, customer experience and brand loyalty on customer-based brand equity through social media marketing. International Journal of Data and Network Science, 6(3), 875–884. https://doi.org/10.5267/j.ijdns.2022.2.009

Nuseir, M. T., & Elrefae, G. (2022b). The effects of facilitating conditions, customer experience and brand loyalty on customer-based brand equity through social media marketing. International Journal of Data and Network Science, 6(3), 875–884. https://doi.org/10.5267/j.ijdns.2022.2.009

Oklevik, O., Kwiatkowski, G., Preuss, H., & Kurdyś-Kujawska, A. (2022). Contextual engagement in event visitors' experience and satisfaction. Scandinavian Journal of Hospitality and Tourism, 22(1), 58–79. https://doi.org/10.1080/15022250.2021.1927829

Pabla, H., & Soch, H. (2023). Up in the air! Airline passenger's brand experience and its impact on brand satisfaction mediated by brand love. Journal of Air Transport Management, 107, 102345. https://doi.org/10.1016/j.jairtraman.2022.102345

Parra-Camacho, D., Alguacil, M., & Calabuig-Moreno, F. (2020). Perception of the fair social distribution of benefits and costs of a sports event: An analysis of the mediating effect between perceived impacts and future intentions. Sustainability (Switzerland), 12(11). https://doi.org/10.3390/su12114413

Polas, M. R. H., Raju, V., Hossen, S. M., Karim, A. M., & Tabash, M. I. (2022). Customer's revisit intention: Empirical evidence on Gen-Z from Bangladesh towards halal restaurants. Journal of Public Affairs, 22(3). https://doi.org/10.1002/pa.2572

Preko, A., Gyepi-Garbrah, T. F., Arkorful, H., Akolaa, A. A., & Quansah, F. (2020). Museum experience and satisfaction: moderating role of visiting frequency. International Hospitality Review, 34(2), 203–220. https://doi.org/10.1108/ihr-04-2020-0009

Now & Bougie. (2019). An easy way to help students learn, collaborate, and grow (2019th ed.). www.wileypluslearningspace.com

Singh, A., Rana, N. P., & Parayitam, S. (2022). Role of social currency in customer experience and co-creation intention in online travel agencies: Moderation of attitude and subjective norms. International Journal of Information Management Data Insights, 2(2). https://doi.org/10.1016/j.jjimei.2022.100114

Sofi, M. R., Bashir, I., Parry, M. A., & Dar, A. (2020). The effect of customer relationship management (CRM) dimensions on hotel customer's satisfaction in Kashmir. International Journal of Tourism Cities, 6(3), 601–620. https://doi.org/10.1108/IJTC-06-2019-0075

Tanveer, M., Ahmad, A. R., Mahmood, H., & Haq, I. U. (2021). Role of ethical marketing in driving consumer brand relationships and brand loyalty: A sustainable marketing approach. Sustainability (Switzerland), 13(12). https://doi.org/10.3390/su13126839

Vegara-Ferri, J. M., López-Gullón, J. M., Valantine, I., Suárez, A. D., & Angosto, S. (2020). Factors influencing the tourist's future intentions in small-scale sports events. Sustainability (Switzerland), 12(19). https://doi.org/10.3390/su12198103

Wu, H. C., & Cheng, C. C. (2020). Relationships between experiential risk, experiential benefits, experiential evaluation, experiential co-creation, experiential relationship quality, and future experiential intentions to travel with pets. Journal of Vacation Marketing, 26(1), 108–129. https://doi.org/10.1177/1356766719867371

Zha, D., Marvi, R., & Foroudi, P. (2023). Synthesizing the customer experience concept: A multimodularity approach. Journal of Business Research, 167, 114185. https://doi.org/10.1016/j.jbusres.2023.114185

Zhang, S., Peng, M. Y. P., Peng, Y., Zhang, Y., Ren, G., & Chen, C. C. (2020). Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.00231

Zhang, Y., Liu, Y., & Tao, W. (2022a). The Influence of Tourists' Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.950546

Zhang, Y., Liu, Y., & Tao, W. (2022b). The Influence of Tourists' Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.950546

Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers' benefits and experience. Journal of Business Research, 117, 256–267. https://doi.org/10.1016/j.jbusres.2020.05.001




DOI: http://dx.doi.org/10.33021/firm.v9i1.4905

Refbacks

  • There are currently no refbacks.


Articles in FIRM: Journal of Management Studieshave been indexed in major research databases, including:

 Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.