Influence of brand experience on brand loyalty: Evidence from mobile money services in Tanzania

Abstract

This study aimed at determining the influence of brand experience in generating the loyalty of customers towards mobile money service brands in Tanzania. It applied an explanatory research design in which structural equation modelling was utilized to analyze survey data from 299 respondents that were obtained through random sampling techniques. The findings reveal that sensory, affective, behavioral, intellectual and relational experiences have a significant and positive impact on brand loyalty. However, the relational experience was found to be more powerful in building the loyalty of customers. It is concluded that sensory, affective, behavioral, intellectual and relational experiences are antecedents of brand loyalty. Thus, it is recommended that mobile money operators and other dealers should devotedly develop brands that impart customers with better experiences which in turn increases the loyalty of customers on their brands. This will enable them to be competitive and differentiate themselves from competitors. This study strengthens the theoretical foundation of the link between brand experience dimensions and brand loyalty.