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Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study

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Abstract

This research aims at exploring the nonlinear relationship between brand experience and outcome variables, i.e. consumer satisfaction and brand loyalty. The aim is to demonstrate that increased brand experience does not always lead to positive responses from customers in terms of satisfaction and loyalty drawing from the “too-much-of-a-good-thing” meta-theoretical principle. Data were collected from 274 participants through questionnaires administered randomly in populated areas and further analysed using regressions. The results confirmed that there exists a nonlinear relationship between brand experience, consumer satisfaction, and brand loyalty. In other words, brand experience influences the outcome variables to a point where its effect begins to diminish and becomes negative. This makes it paramount for brand managers, especially in the tourism and hospitality sector to remain aware that delivering a superior experience to their customers does not necessarily increase their level of satisfaction. This study also provides a fresh perspective on the brand experience construct in the service industry. It departs from mainstream brand experience studies by demonstrating that the relationship between brand experience, satisfaction, and loyalty is nonlinear, where increasing brand experience is associated with diminishing returns of satisfaction and loyalty.

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Authors and Affiliations

  1. Business Administration Department, Faculty of Business and Economics, Eastern Mediterranean University, via Mersin 10, 99628, Gazimagusa, TRNC, Turkey

    Ridhwan O. Olaoke

  2. Department of Business Administration, Faculty of Economics and Administrative Sciences, Cyprus International University, via Mersin 10, Nicosia, TRNC, Turkey

    Steven W. Bayighomog

  3. Business Administration Department, Faculty of Business and Economics, Eastern Mediterranean University, via Mersin 10, 99628, Gazimagusa, TRNC, Turkey

    Mustafa Tümer

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Appendix

Appendix

Measurement instruments

Brand experience (Brakus et al. 2009)

This brand makes a strong impression on my visual sense or other sense

I find this brand interesting in a sensory way

This brand appeals to my senses

This brand induces sentiments and feelings

I have strong emotions for this brand

I engage in physical actions and behaviours when I use this brand

This brand results in bodily experiences (e.g. warmth, comfort, softness, etc.)

This brand is action oriented

I engage in a lot of thinking when I engage this brand

This brand makes me think

This brand stimulates my curiosity and problem

Consumer satisfaction (Grace and O'Cass 2005)

I am very satisfied with the service provided

This brand does a good job of satisfying my needs

The service provided is very satisfactory

I believe that using this service is usually a very satisfying experience

I made the right decision when I decided to use this service

Brand loyalty (Nam et al. 2011)

I will recommend this brand to someone

Next time I will use this brand

I will switch to other brand if I have a problem with this brand

This brand would be my first choice

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Olaoke, R.O., Bayighomog, S.W. & Tümer, M. Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study. J Brand Manag 28, 643–656 (2021). https://doi.org/10.1057/s41262-021-00249-3

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