Experienced Product Quality and Brand Loyalty: Mediating Role of Customer Satisfaction

Year 2023, Volume: 23 Issue: 2, 185 - 202, 10.05.2023

Cansu Tunahan , Mustafa Bilgehan Kutlu

https://doi.org/10.21121/eab.1152164

Abstract

The quality experience for a product and service is essential for creating customer satisfaction and brand loyalty. This study aims to test the CEPQ scale for validity and reliability and to evaluate the relationship between experiential quality, customer satisfaction, and brand loyalty for academic and managerial purposes. Within the scope of the research conducted in Turkey, online data was collected from 530 mobile phones and 665 computer users over 18. The research findings provide evidence that the CEPQ scale is reliable and valid for mobile phone and computer product groups. When the analysis results are examined, it is seen that the product quality experienced in both the computer and mobile phone product groups positively affected customer satisfaction. Customer satisfaction in mobile phone and computer product categories positively affects brand loyalty and mediates the relationship between experienced product quality and brand loyalty. It is observed that the reliability dimension of the CEPQ scale affects customers' quality experience less than other quality dimensions.

Keywords

Quality, Experienced Product Quality, Product Quality, Brand Loyalty, Customer Satisfaction

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