The role of brand experience on customer experience: An analysis of business success in the mobile gaming industry. A study of the relevance of brand experience in the customer experience for the business success of a product/service in the mobile gaming industry
The aim of this thesis is to explore, through seven hypotheses, how companies, thanks to the correct management of brand-related stimuli through brand experience, can align with or improve customer experience to boost their competitive position in the mobile gaming industry. An empirical study (surv...
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| Formato: | tesis doctoral |
| Estado: | Versión publicada |
| Fecha de publicación: | 2022 |
| País: | España |
| Recursos: | CBUC, CESCA |
| Repositorio: | TDR. Tesis Doctorales en Red |
| OAI Identifier: | oai:www.tdx.cat:10803/687369 |
| Acesso em linha: | http://hdl.handle.net/10803/687369 |
| Access Level: | acceso abierto |
| Palavra-chave: | experiència experiencia experience experiència del client (CX) experiencia del cliente (CX) customer experience (CX) experiència de marca experiencia de marca brand experience escala de mesura de l'experiència escala de medida de la experiencia experience measurement scale jocs de mòbil juegos de móvil mobile gaming satisfacció del client satisfacción del cliente customer satisfaction Societat de la informació i el coneixement 3 |
| Resumo: | The aim of this thesis is to explore, through seven hypotheses, how companies, thanks to the correct management of brand-related stimuli through brand experience, can align with or improve customer experience to boost their competitive position in the mobile gaming industry. An empirical study (survey-based quantitative approach) was conducted to measure the effects of brand experience on customer experience and on downloads, revenues, and customer satisfaction in the mobile gaming industry, based on the customer experience and brand experience measurement scales of Klaus and Maklan (2012) and Brakus et al (2009). With the results, a structural equations model was built and analyzed. The findings suggest that customer experience has a key role in the differentiation and consequent success of products and services in the mobile gaming industry, and that brand experience is a key component of the overall customer experience, together with product experience and consumption experience. Customer experience also has a high explanatory power of customer satisfaction, which has a high predictive accuracy for the business results (revenues and downloads) of mobile games. |
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