Brand experience y customer satisfaction en relación al brand loyalty en la categoría supermarkets online

Abstract

El propósito de este estudio buscó determinar si existe relación alguna entre las dimensiones del brand experience (sensory experience, affective experience, behavioural experience y intellectual experience) a nivel de supermercados online en Lima Metropolitana, Perú, con las variables de customer satisfaction y brand loyalty de los consumidores de dichos comercios, debido al incremento de supermercados online a causa de la pandemia mundial por el COVID-19. Este estudio se ha basado principalmente en investigaciones hechas en Asia y Europa. El estudio se basó en una muestra de 400 encuestados y pretende validar las hipótesis propuestas respecto al grado de significancia que existe entre las variables de brand experience, customer satisfaction y brand loyalty. Para el análisis estadístico correspondiente de la data obtenida, se evaluará mediante correlaciones, regresiones, Alfa Cronbach para la relación de las variables en estudio y la fiabilidad de las escalas, los cuales se analizaron en el software SPSS.

The purpose of this study sought to determine if there is any relationship between the dimensions of the brand experience (sensory experience, affective experience, behavioral experience and intellectual experience) at the level of online supermarkets in Metropolitan Lima, Peru, with the variables of customer satisfaction and brand loyalty of consumers in these businesses, due to the increase in online supermarkets due to the global pandemic by COVID-19. This study has been based primarily on research done in Asia and Europe. The study was based on a sample of 400 respondents and aims to validate the proposed hypotheses regarding the degree of significance that exists between the variables of brand experience, customer satisfaction and brand loyalty. For the corresponding statistical analysis of the data obtained, it will be evaluated through correlations, regressions, Cronbach's Alpha for the relationship of the variables under study and the reliability of the scales, which were analyzed in the SPSS software