The impact of marketing activities on service brand equity

Abstract

PurposeThis study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing activities directly create CBBE.Design/methodology/approachQualitative interviews with patients, followed by interaction with respondents using a structured questionnaire, were used to collect the data.FindingsThe results suggest that CE is the focal mediating variable for the relationship between marketing activities and CBBE. Out of 15 marketing activities, 8 positively impacted CBBE through CE and 2 negatively affected CBBE through CE. Among the remaining five, three had only a direct positive impact on CBBE and two neither directly nor indirectly impacted CBBE.Research limitations/implicationsThe effects of only individual marketing activity, and not of the interaction among marketing activities, were assessed.Practical implicationsThe study provides insights into the importance of CE in building CBBE for credence-dominant services (e.g. healthcare). This work will help managers in implementing experiential marketing by designing suitable activities for creating service CBBE.Originality/valueThe study outlines service CBBE creation through CE, offering specific insights for the healthcare market.