|
KMID : 1011420200250040363
|
|
Journal of Korean Ophthalmic Optics Society
2020 Volume.25 No. 4 p.363 ~ p.370
|
|
|
The Influence of Franchise Brand Experience on Customer Satisfaction and Brand Attachment: An Aspect of Contact Lens Users
|
|
Cho Yun-Sil
|
|
|
Abstract
|
|
|
Purpose: Strategic implications of brand management were suggested by empirically analyzing the influence of franchise brand experience on customer satisfaction and brand attachment.
Methods: Brand experience was divided into sensory, emotional, cognitive, and behavioral experience based on previous studies in which the influences on customer satisfaction and brand attachment were empirically analyzed. A survey was conducted targeting franchise contact lens visitors from March 1 to March 31, 2019, and data were analyzed with frequency analysis, reliability and validity analysis, and structure equation model analysis using SPSS 20.0 and AMOS 20.0.
Results: First, the sensory, emotional, and behavioral experiences of franchise brand experience were found to have a positive influence on customer satisfaction, unlike cognitive experience. Second, emotional and behavioral experiences were found to have a positive influence on brand attachment, whereas sensory and cognitive experiences did not have a significant influence. Third, customer satisfaction was found to have a positive influence on brand attachment.
Conclusions : Emotional and behavioral experiences have positive influences on customer satisfaction and brand attachment. To build long-term relationships with customers, it is important for brand management to induce an emotional approach and physical experience.
|
|
|
KEYWORD
|
|
|
Brand experience, Customer satisfaction, Brand attachment
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|