The Impact of Brand Experience, Service Quality, and Perceived Value on Word of Mouth and Repurchase Intentions

Abstract

This study proposed and tested a design model that integrates brand experience (BE), service quality (SQ), the perceived value (PV) on repurchase intentions (RI), and word-of-mouth (WOM) recommendations from retail-banking customers in an emerging market. The primary objective was to examine empirically the linkage between these concepts, which resulted in 12 hypotheses being postulated. The study also examines the mediating effect of loyalty on WOM and repurchase intention, with respect to the above-mentioned antecedents. A questionnaire was created using a structured survey of 180 retail-banking customers in Pakistan, and data was collected from those customers. The appropriate tests were employed to ensure the study constructs' validity and reliability. Hypotheses were tested using SmartPLS 3.0. The study findings support the proposed conceptual model, showing that BE, SQ, and PV have a significant effect on the RI and WOM recommendations of retail banking customers. Furthermore, loyalty mediates the relationships between the aforementioned antecedents, WOM, and RI.