Consumer-Brand Relationship (CBR) of Courier Service Users: The Role of Brand Experience as Antecedents of CBR
Ali Mohamad Rezza (a*), Ratih Hurriyati (b*), Disman (c*), Lili A Wibowo (d*)
a) Sekolah Pasca Sarjana, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia
b) Sekolah Pasca Sarjana, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia
c) Sekolah Pasca Sarjana, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia
d) Sekolah Pasca Sarjana, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia
Abstract
Strict business competition in the courier service industry in Indonesia, makes courier service companies increasingly need to improve their services to consumers in order to create satisfaction and also create a close relationship with consumers. Previous studies have shown that the formation of relationships between consumers and brands provides many benefits for companies such as the emergence of competitive advantages, brand loyalty, positive word of mouth, word of mouth advocacy, consumer retention and consumer resistance to other brands. This study examines how consumer-brand relationship (CBR) can be formed by increasing perceived brand experience of consumer. This research used cross-sectional survey explanatory method and using structural equation modelling approach to test the hypothesis. A questionnaire was sent to 200 courier service consumers in West Java. Result indicate that brand experience is a good predictor of consumer-brand relationship especially to brand-self distance variable.
Keywords: Consumer-brand Relationship; Brand Experience; Courier Service;
Topic: Marketing Management