SERVICE BRAND EXPERIENCE AND CUSTOMER BEHAVIOURAL INTENTIONS IN QUICK SERVICE RESTAURANTS (QSRs) IN RIVERS STATE
Keywords:
Service brand experience. Brand engagement. Word of Mouth Communication. Quality Service Restaurants
Abstract
This study was carried out primarily to investigate the relationship between service brand experience and customers’ behavioural intentions Quick Service Restaurants (QSRs) in the hospitality industry in Port Harcourt, Rivers State, Nigeria. The specific objectives of the study were to; ascertain the relationship between service brand experience and two measures of customers’ behavioural intentions: brand engagement and word of mouth communication. Descriptive survey research design was adopted for the study. The population of study was large and unknown. Consequently, the sample size of 138 determined using Cochran formula for sample size determination from a infinite population. Primary data was utilized in the study. Primary data were collected using a well-structured questionnaire and administered to the customers of QSRs in a university business environment, Port Harcourt, Rivers State, Nigeria. The questionnaire was validated through face and content validity. The internal consistency of the instrument was excellent (.818) using Chronbach Alpha. Statistical tools for data analyses included descriptive analysis and Multiple Regression Analysis. Major findings show that service brand experience had positive significant effect on brand engagement and word of mouth communication. The study therefore concluded that enhancing service brand experience is essential for the promotion of consumers’ experiential responses. It was recommended that the owners/managers of QSRs should develop a robust service quality marketing strategy capable of enhancing the service experience of the QSRs
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References
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Ahmadinejad, B. (2019). The impact of customer satisfaction on word of mouth marketing (Case study: Bamilo online store). SCIREA Journal of Management, 3(2), 40-52.
Aaker, J. L., & Lee, A. Y. (2006). Understanding regulatory fit. Journal of marketing research, 43(1), 15-19.
Alexandris, K., Zahariadis, P, Tsorbatzoudis,C., & Grouios, G. (2004). An empirical investigation of the relationships among service quality, customer satisfaction and psychological commitment in a health club context, European Sport Management Quarterly, 36–52.
Alia, F., Hussainb, K.& Ragavan, N.A.(2014) Memorable customer experience: examining the effects of customers experience on memories and loyalty in Malaysian resort hotels. Procedia - Social and Behavioral Sciences 144 ( 2014 ) 273 – 279
Ali, F., Amin, M., & Cobanoglu, C. (2016). An integrated model of service experience, emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese hospitality industry. Journal of Hospitality Marketing & Management, 25(4), 449-475.
Asika, N. (2011). Research Methodology in Behavioural Sciences. Lagos: Longman Nigeria Plc.
Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of marketing, 39(7-8), 910-925.
Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan Management Review, 43(3), 85–89.
Bellenger, D. N. & Pradeep K. K. (1980) “Profiling the Recreational Shopper”Journal of Retailing, Vol. 56, No. 3 (Fall) 77–92.
Boesen-Mariani, S., Gomez, P., & Gavard-Perret, M. L. (2010). L'orientation régulatrice: un concept prometteur en marketing. Recherche et Applications en Marketing (French Edition), 25(1), 87-106.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Cheng, Y., & Hu, H. (2019). Research on Value Co Creation in Entertainment Experience. Academic Journal of Humanities & Social Sciences, 2(7), 8-20.
Chinomona, R., & Sandada, M. (2013). Customer satisfaction, trust and loyalty as predictors of customer intention to re-purchase South African retailing industry. Mediterranean Journal of social sciences, 4(14), 437-446.
Churchill, G.A. & Iacobucci, D., (2005). Marketing Research – methodological foundations. 9th ed., Ohio: South-Western;
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of marketing, 56(3), 55-68.
De Vaus, D. (2001). Research design in social research. Torossa.com
De Vaus, D. (2008). Comparative and cross-national designs. The SAGE handbook of social research methods, 249-264.
Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing management, 32(13-14), 1230-1259.
Fitzsimmons, J.A., Fitzsimmons, M.J., (1994). Service Management for Competitive Advantage. McGraw-Hill, New York.
Fonda, B. F., Lubis, A. N., & Sembiring, B. K. F. (2023). The Influence of Brand Experience and Customer Satisfaction on Customer Loyalty with Customer Trust as Intervening Variable at Bakery and Cake Shop in Medan. International Journal of Research and Review, urnal of Research and Review, 9(4), 249-251.
Fornell C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables andmeasurement error. Journal of Market Research, 18(1), 39-50.
Gabbie, O., & O’Neil, M.A., (1996)(. SERVQUAL and the Northern Ireland hotel sector: a comparative analysis – Part I. Manag. Serv. Qual. 6 (6), 25–32.
Gilmore, J.H., & Pine, B.J., (2002). The Experience is the Marketing: A Special Report. Brown Herron, Louisville, KY.
Grönroos, C., (1984). A service quality model and its marketing implications. Eur. J. Mark. 18 (4), 36–
Guide (5th Edition) [M]. Tsinghua University Press.
Grönroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing theory, 11(3), 279-301.
Hair Jr, J. F., Black, W.C., Babin, B.J & Anderson, R.E (2010) Multivariate Data Analysis( 7th ed). London: Pearson
Harold, L.V. (2002). Economics of entertainment industry - Financial Analysis
Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 9(1), 21-40.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. Journal of service research, 4(3), 230-247.
Hemmington, N. (2007). From service to experience: Understanding and defining the hospitality business. The Service Industries Journal, 27(6), 747-755.
Higgins, E. T. (1998). Promotion and prevention: Regulatory focus as a motivational principle. In M. P. Zanna (Ed.), Advances in experimental social psychology, Vol. 30 (pp. 1–46). New York, NY: Academic Press. https ://doi.org/10.1016/S0065‐2601(08)60381‐0
Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of strategic Marketing, 19(7), 555-573.
Huber, F., Eisele, A., & Meyer, F. (2018). The role of actual, ideal, and ought self‐congruence in the consumption of hedonic versus utilitarian brands. Psychology & Marketing, 35(1), 47-63.
Jang, S. S., & Feng, R. (2007). Temporal destination revisit intention: The effects of novelty seeking and satisfaction. Tourism management, 28(2), 580-590.
Kassim, A.W.M, Igau, O.A., Harun, A.,Tahajuddin, S(2014) Mediating Effect of Customer Satisfaction on Perceived Product Quality, Perceived Value, and Their Relation to Brand Loyalty. International Journal of Research in Management & Business Studies, 1 (2), 13-18.
Kang, G. D., Jame, J., & Alexandris, K. (2002). Measurement of internal service quality: application of the SERVQUAL battery to internal service quality. Managing Service Quality: An International Journal, 12(5), 278-291.
Kim, H., & Kim, W.G., (2005). The relationship between brand equity and firms’ perfor mance in luxury hotels and restaurants. Tour. Manage. 26, 549–560.
Kothari, C. R. (2017). Research methodology methods and techniques by CR Kothari. Published by New Age International (P) Ltd., Publishers, 91.
Krejcie, R., Morgan, D., 1970. Determining sample size for research activities. Educ. Psychol. Meas. 30, 607–610. Lashley, C., 2008.
Manhas, P. S., & Tukamushaba, E. K. (2015). Understanding service experience and its impact on brand image in hospitality sector. International Journal of Hospitality Management, 45, 77-87.
Marković, D., Janaćković, G., Simeunović, N., & Lalić, B. (2020). Identifying and ranking novel indicators of MSMEs innovation potential. Technology analysis & strategic management, 32(5), 529-541.
Moosa, M.Y & Hassan, Z(2015). Customer Perceived Values Automobile International and Journal associated Brand of with Loyalty. Accounting, Business and Management, 3(1), 99-115.
Ng, S., David, M. E., & Dagger, T. S. (2011). Generating positive word‐of‐mouth in the service experience. Managing Service Quality: An International Journal, 21(2), 133-151.
Nunnally, J. C. (1978) Psychometric Theory, Second edition, New York: McGraw-Hill.
Nunnally, J. C. & Bernstein, I. A. (1994) Psychometric Theory, Third edition, New York
Luoh, H. F., & Tsaur, S. H. (2011). Customers’ perceptions of service quality: do servers’ age stereotypes matter?. International Journal of Hospitality Management, 30(2), 283-289.
Parasuraman, A. (1998). Customer service in business‐to‐business markets: an agenda for research. Journal of business & industrial marketing, 13(4-5), 309-321.
Parasuraman, A., Berry, L.L., Zeithaml, V.A., (1991). Understanding customer expectation of service. Sloan Management Review 32, 39–48. Pullman, M.E., G
Parasuraman, A., Zeithaml, V.A., Berry, L.L., (1985). A conceptual model of service quality and implications for future research. Journal of Marketing 49, 41–50.
Pham, M. T., & Avnet, T. (2004). Ideals and oughts and the reliance on affect versus substance in persuasion. Journal of consumer research, 30(4), 503-518.
Pijls, R., Groen, B. H., Galetzka, M., & Pruyn, A. T. (2017). Measuring the experience of hospitality: Scale development and validation. International journal of hospitality management, 67, 125-133.
Pine, B., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, (July-August), 97–105.
Prentice, C., & Loureiro, S. M. C. (2018). Consumer-based approach to customer engagement–The case of luxury brands. Journal of Retailing and Consumer Services, 43, 325-332.
Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50, 50-59.
Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of brand Management, 21(7), 664-683.
Resnick, E. (2001). Defining engagement. Journal of International Affairs, 551-566.
Rieger, D., Reinecke, L., Frischlich, L., & Bente, G. (2014). Media entertainment and well-being—Linking hedonic and eudaimonic entertainment experience to media-induced recovery and vitality. Journal of Communication, 64(3), 456-478.
Roper, S., & Davies, G. (2007). The corporate brand: Dealing with multiple stakeholders. Journal of Marketing Management, 23(1-2), 75-90.
Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-social and behavioral sciences, 24, 1288-1301.
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business students. Pearson education.
Saunders, F. C. (2015). Toward high reliability project organizing in safety-critical projects. Project Management Journal, 46(3), 25-35.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.
Sekaran, U. (2005). Research methods for business: A skill-building approach (4th ed.). New York: John Wiley & Sons, Inc.
Sit, J., & Merrilees, B. (2002). Creating greater entertainment experiences at shopping centres: an exploratory study. In ANZMAC Conference Proceedings.
Spielmann, N., Laroche, M., & Borges, A. (2012). How service seasons the experience: Measuring hospitality servicescapes. International Journal of Hospitality Management, 31(2), 360-368.
Ujwary-Gil, A. (2013). The value added intellectual coefficient – possible indicator of measurement in the knowledge based economy. Retrieved November 5, 2018 from https://www.researchgate.net/publication/236032541
Wang, N. (1999). Rethinking authenticity in tourism experience. Annals of Tourism Research, 26(2), 349–370.
Wang, X. (2011). The effect of inconsistent word‐of‐mouth during the service encounter. Journal of Services Marketing, 25(4), 252-259.
Wang Chunjuan.(2017) An Empirical Study on the influencing factors of entertainment shopping satisfaction of retail enterprises [J]. Business Economy Research, 2017 (12): 30-40
Wirth, W., Hofer, M., & Schramm, H. (2012). Beyond pleasure: Exploring the eudaimonic entertainment experience. Human Communication Research, 38(4), 406-428.
Wong, K.M & Musa, G (2011). Branding satisfaction in the Airline Industry: A Comparative Study of Malaysia Airlines and Air Asia. African Journal of Business Management. 5(8) 3410-3423.
Wu, P. C., & Wang, Y. C. (2011). The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448-472.
Wu, P. C., & Wang, Y. C. (2011). The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448-472.
Yi, Y. (1990). A critical review of consumer satisfaction. Review of marketing, 4(1), 68-123.
Yrjölä, M., Rintamäki, T., Saarijärvi, H., Joensuu, J., & Kulkarni, G. (2019). A customer value perspective to service experiences in restaurants. Journal of Retailing and Consumer Services, 51, 91-101.
Zeithaml, V.A., (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. J. Mark. 52 (3), 2–22. Zeithaml, V.A., Bitner, M.J., 1996. Services Marketing. McGraw-Hill, New York.
Zeithaml, V.A., Parasuraman, A., & Berry, L.L., (1985). Problems and strategies in service marketing. J. Mark. 49 (2), 33–46.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.
Zeithaml, V.A., Parasuraman, A., & Leonard, L.B., (1990) Delivering Quality Service. Free Press, New York. Zeithaml, V.A., Berry, L.L., Parasuraman, A., (1993). The nature and determinants of customer expectations of service. J. Acad. Mark. Sci. 21, 1–12.
Zomerdijk, L., & Voss, C., (2010). Service design for experience-centric services. J. Serv. Res. 13 (1), 67
Abdul Gani, A., Mahdzar, M., & M Anuar, N. A. (2019). Visitor’s experiential attributes and revisit intention to Islamic tourism attractions in Malaysia. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 11(1), 1-12.
Ahmadinejad, B. (2019). The impact of customer satisfaction on word of mouth marketing (Case study: Bamilo online store). SCIREA Journal of Management, 3(2), 40-52.
Aaker, J. L., & Lee, A. Y. (2006). Understanding regulatory fit. Journal of marketing research, 43(1), 15-19.
Alexandris, K., Zahariadis, P, Tsorbatzoudis,C., & Grouios, G. (2004). An empirical investigation of the relationships among service quality, customer satisfaction and psychological commitment in a health club context, European Sport Management Quarterly, 36–52.
Alia, F., Hussainb, K.& Ragavan, N.A.(2014) Memorable customer experience: examining the effects of customers experience on memories and loyalty in Malaysian resort hotels. Procedia - Social and Behavioral Sciences 144 ( 2014 ) 273 – 279
Ali, F., Amin, M., & Cobanoglu, C. (2016). An integrated model of service experience, emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese hospitality industry. Journal of Hospitality Marketing & Management, 25(4), 449-475.
Asika, N. (2011). Research Methodology in Behavioural Sciences. Lagos: Longman Nigeria Plc.
Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of marketing, 39(7-8), 910-925.
Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan Management Review, 43(3), 85–89.
Bellenger, D. N. & Pradeep K. K. (1980) “Profiling the Recreational Shopper”Journal of Retailing, Vol. 56, No. 3 (Fall) 77–92.
Boesen-Mariani, S., Gomez, P., & Gavard-Perret, M. L. (2010). L'orientation régulatrice: un concept prometteur en marketing. Recherche et Applications en Marketing (French Edition), 25(1), 87-106.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Cheng, Y., & Hu, H. (2019). Research on Value Co Creation in Entertainment Experience. Academic Journal of Humanities & Social Sciences, 2(7), 8-20.
Chinomona, R., & Sandada, M. (2013). Customer satisfaction, trust and loyalty as predictors of customer intention to re-purchase South African retailing industry. Mediterranean Journal of social sciences, 4(14), 437-446.
Churchill, G.A. & Iacobucci, D., (2005). Marketing Research – methodological foundations. 9th ed., Ohio: South-Western;
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of marketing, 56(3), 55-68.
De Vaus, D. (2001). Research design in social research. Torossa.com
De Vaus, D. (2008). Comparative and cross-national designs. The SAGE handbook of social research methods, 249-264.
Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing management, 32(13-14), 1230-1259.
Fitzsimmons, J.A., Fitzsimmons, M.J., (1994). Service Management for Competitive Advantage. McGraw-Hill, New York.
Fonda, B. F., Lubis, A. N., & Sembiring, B. K. F. (2023). The Influence of Brand Experience and Customer Satisfaction on Customer Loyalty with Customer Trust as Intervening Variable at Bakery and Cake Shop in Medan. International Journal of Research and Review, urnal of Research and Review, 9(4), 249-251.
Fornell C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables andmeasurement error. Journal of Market Research, 18(1), 39-50.
Gabbie, O., & O’Neil, M.A., (1996)(. SERVQUAL and the Northern Ireland hotel sector: a comparative analysis – Part I. Manag. Serv. Qual. 6 (6), 25–32.
Gilmore, J.H., & Pine, B.J., (2002). The Experience is the Marketing: A Special Report. Brown Herron, Louisville, KY.
Grönroos, C., (1984). A service quality model and its marketing implications. Eur. J. Mark. 18 (4), 36–
Guide (5th Edition) [M]. Tsinghua University Press.
Grönroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing theory, 11(3), 279-301.
Hair Jr, J. F., Black, W.C., Babin, B.J & Anderson, R.E (2010) Multivariate Data Analysis( 7th ed). London: Pearson
Harold, L.V. (2002). Economics of entertainment industry - Financial Analysis
Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 9(1), 21-40.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. Journal of service research, 4(3), 230-247.
Hemmington, N. (2007). From service to experience: Understanding and defining the hospitality business. The Service Industries Journal, 27(6), 747-755.
Higgins, E. T. (1998). Promotion and prevention: Regulatory focus as a motivational principle. In M. P. Zanna (Ed.), Advances in experimental social psychology, Vol. 30 (pp. 1–46). New York, NY: Academic Press. https ://doi.org/10.1016/S0065‐2601(08)60381‐0
Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of strategic Marketing, 19(7), 555-573.
Huber, F., Eisele, A., & Meyer, F. (2018). The role of actual, ideal, and ought self‐congruence in the consumption of hedonic versus utilitarian brands. Psychology & Marketing, 35(1), 47-63.
Jang, S. S., & Feng, R. (2007). Temporal destination revisit intention: The effects of novelty seeking and satisfaction. Tourism management, 28(2), 580-590.
Kassim, A.W.M, Igau, O.A., Harun, A.,Tahajuddin, S(2014) Mediating Effect of Customer Satisfaction on Perceived Product Quality, Perceived Value, and Their Relation to Brand Loyalty. International Journal of Research in Management & Business Studies, 1 (2), 13-18.
Kang, G. D., Jame, J., & Alexandris, K. (2002). Measurement of internal service quality: application of the SERVQUAL battery to internal service quality. Managing Service Quality: An International Journal, 12(5), 278-291.
Kim, H., & Kim, W.G., (2005). The relationship between brand equity and firms’ perfor mance in luxury hotels and restaurants. Tour. Manage. 26, 549–560.
Kothari, C. R. (2017). Research methodology methods and techniques by CR Kothari. Published by New Age International (P) Ltd., Publishers, 91.
Krejcie, R., Morgan, D., 1970. Determining sample size for research activities. Educ. Psychol. Meas. 30, 607–610. Lashley, C., 2008.
Manhas, P. S., & Tukamushaba, E. K. (2015). Understanding service experience and its impact on brand image in hospitality sector. International Journal of Hospitality Management, 45, 77-87.
Marković, D., Janaćković, G., Simeunović, N., & Lalić, B. (2020). Identifying and ranking novel indicators of MSMEs innovation potential. Technology analysis & strategic management, 32(5), 529-541.
Moosa, M.Y & Hassan, Z(2015). Customer Perceived Values Automobile International and Journal associated Brand of with Loyalty. Accounting, Business and Management, 3(1), 99-115.
Ng, S., David, M. E., & Dagger, T. S. (2011). Generating positive word‐of‐mouth in the service experience. Managing Service Quality: An International Journal, 21(2), 133-151.
Nunnally, J. C. (1978) Psychometric Theory, Second edition, New York: McGraw-Hill.
Nunnally, J. C. & Bernstein, I. A. (1994) Psychometric Theory, Third edition, New York
Luoh, H. F., & Tsaur, S. H. (2011). Customers’ perceptions of service quality: do servers’ age stereotypes matter?. International Journal of Hospitality Management, 30(2), 283-289.
Parasuraman, A. (1998). Customer service in business‐to‐business markets: an agenda for research. Journal of business & industrial marketing, 13(4-5), 309-321.
Parasuraman, A., Berry, L.L., Zeithaml, V.A., (1991). Understanding customer expectation of service. Sloan Management Review 32, 39–48. Pullman, M.E., G
Parasuraman, A., Zeithaml, V.A., Berry, L.L., (1985). A conceptual model of service quality and implications for future research. Journal of Marketing 49, 41–50.
Pham, M. T., & Avnet, T. (2004). Ideals and oughts and the reliance on affect versus substance in persuasion. Journal of consumer research, 30(4), 503-518.
Pijls, R., Groen, B. H., Galetzka, M., & Pruyn, A. T. (2017). Measuring the experience of hospitality: Scale development and validation. International journal of hospitality management, 67, 125-133.
Pine, B., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, (July-August), 97–105.
Prentice, C., & Loureiro, S. M. C. (2018). Consumer-based approach to customer engagement–The case of luxury brands. Journal of Retailing and Consumer Services, 43, 325-332.
Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50, 50-59.
Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of brand Management, 21(7), 664-683.
Resnick, E. (2001). Defining engagement. Journal of International Affairs, 551-566.
Rieger, D., Reinecke, L., Frischlich, L., & Bente, G. (2014). Media entertainment and well-being—Linking hedonic and eudaimonic entertainment experience to media-induced recovery and vitality. Journal of Communication, 64(3), 456-478.
Roper, S., & Davies, G. (2007). The corporate brand: Dealing with multiple stakeholders. Journal of Marketing Management, 23(1-2), 75-90.
Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-social and behavioral sciences, 24, 1288-1301.
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business students. Pearson education.
Saunders, F. C. (2015). Toward high reliability project organizing in safety-critical projects. Project Management Journal, 46(3), 25-35.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.
Sekaran, U. (2005). Research methods for business: A skill-building approach (4th ed.). New York: John Wiley & Sons, Inc.
Sit, J., & Merrilees, B. (2002). Creating greater entertainment experiences at shopping centres: an exploratory study. In ANZMAC Conference Proceedings.
Spielmann, N., Laroche, M., & Borges, A. (2012). How service seasons the experience: Measuring hospitality servicescapes. International Journal of Hospitality Management, 31(2), 360-368.
Ujwary-Gil, A. (2013). The value added intellectual coefficient – possible indicator of measurement in the knowledge based economy. Retrieved November 5, 2018 from https://www.researchgate.net/publication/236032541
Wang, N. (1999). Rethinking authenticity in tourism experience. Annals of Tourism Research, 26(2), 349–370.
Wang, X. (2011). The effect of inconsistent word‐of‐mouth during the service encounter. Journal of Services Marketing, 25(4), 252-259.
Wang Chunjuan.(2017) An Empirical Study on the influencing factors of entertainment shopping satisfaction of retail enterprises [J]. Business Economy Research, 2017 (12): 30-40
Wirth, W., Hofer, M., & Schramm, H. (2012). Beyond pleasure: Exploring the eudaimonic entertainment experience. Human Communication Research, 38(4), 406-428.
Wong, K.M & Musa, G (2011). Branding satisfaction in the Airline Industry: A Comparative Study of Malaysia Airlines and Air Asia. African Journal of Business Management. 5(8) 3410-3423.
Wu, P. C., & Wang, Y. C. (2011). The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448-472.
Wu, P. C., & Wang, Y. C. (2011). The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448-472.
Yi, Y. (1990). A critical review of consumer satisfaction. Review of marketing, 4(1), 68-123.
Yrjölä, M., Rintamäki, T., Saarijärvi, H., Joensuu, J., & Kulkarni, G. (2019). A customer value perspective to service experiences in restaurants. Journal of Retailing and Consumer Services, 51, 91-101.
Zeithaml, V.A., (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. J. Mark. 52 (3), 2–22. Zeithaml, V.A., Bitner, M.J., 1996. Services Marketing. McGraw-Hill, New York.
Zeithaml, V.A., Parasuraman, A., & Berry, L.L., (1985). Problems and strategies in service marketing. J. Mark. 49 (2), 33–46.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.
Zeithaml, V.A., Parasuraman, A., & Leonard, L.B., (1990) Delivering Quality Service. Free Press, New York. Zeithaml, V.A., Berry, L.L., Parasuraman, A., (1993). The nature and determinants of customer expectations of service. J. Acad. Mark. Sci. 21, 1–12.
Zomerdijk, L., & Voss, C., (2010). Service design for experience-centric services. J. Serv. Res. 13 (1), 67
Published
2025-06-02
How to Cite
Benedicta, D., & John Ndubueze, E. (2025). SERVICE BRAND EXPERIENCE AND CUSTOMER BEHAVIOURAL INTENTIONS IN QUICK SERVICE RESTAURANTS (QSRs) IN RIVERS STATE. GPH-International Journal of Business Management, 8(05), 68-87. https://doi.org/10.5281/zenodo.20137447
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Articles
Copyright (c) 2025 Didia Benedicta, Ekeke, John Ndubueze
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