Brand experience: A research about brand experience of customers at Gogi restaurants in Hochiminh city
Abstract
How to get customers’ satisfaction, trust and loyalty is not an easy question for Korean style restaurant in Vietnam. Brand experience is a key factor that has influences on customers’ satisfaction, customers’ repurchase and customers’ commitments with an organization. The authors use mix method of research that combines quantitative and qualitative methods to test the case of Gogi, a Korean style restaurant. Exploratory factor analysis, SEM bootstrapping procedures are used to test the study hypotheses. Results of the study point out that proposed antecedents such as event marketing and brand clues have positive influence on brand experience and customers’ satisfaction, loyalty and trust are results of brand experience. In theory, this research consolidates prior studies. In practice, Gogi continues to keep the food quality, an essential factor for customers to select a restaurant. Furthermore, Gogi should provide more online and offline events to improve customers’ perception of brand.
Moraref