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Title: | The role of brand experience on customer experience: An analysis of business success in the mobile gaming industry. A study of the relevance of brand experience in the customer experience for the business success of a product/service in the mobile gaming industry |
Author: | Carbonell Dolz, Oscar |
Director: | Serradell-Lopez, Enric Jiménez-Zarco, Ana Isabel |
Abstract: | The aim of this thesis is to explore, through seven hypotheses, how companies, thanks to the correct management of brand-related stimuli through brand experience, can align with or improve customer experience to boost their competitive position in the mobile gaming industry. An empirical study (survey-based quantitative approach) was conducted to measure the effects of brand experience on customer experience and on downloads, revenues, and customer satisfaction in the mobile gaming industry, based on the customer experience and brand experience measurement scales of Klaus and Maklan (2012) and Brakus et al (2009). With the results, a structural equations model was built and analyzed. The findings suggest that customer experience has a key role in the differentiation and consequent success of products and services in the mobile gaming industry, and that brand experience is a key component of the overall customer experience, together with product experience and consumption experience. Customer experience also has a high explanatory power of customer satisfaction, which has a high predictive accuracy for the business results (revenues and downloads) of mobile games. |
Keywords: | experience customer experience (CX) brand experience experience measurement scale mobile gaming customer satisfaction |
Document type: | info:eu-repo/semantics/doctoralThesis |
Version: | info:eu-repo/semantics/publishedVersion |
Issue Date: | 27-Apr-2022 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Tesis doctorals |
Files in This Item:
File | Description | Size | Format | |
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The role of brand experience on customer experience_ An analysis of business success in the mobile gaming industry - Oscar Carbonell Dolz (Updated Final version).pdf | Carbonell_Dolz_dissertation | 3,07 MB | Adobe PDF | View/Open |
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