Understanding the Relationship Between Brand Experience, Customer Satisfaction, and PWOM in Smartphones

Abstract

The impact of brand experience on positive word of mouth has taken for the current study in which customer satisfaction used as the mediator in the context of Smartphone usage in Pakistan. The data has been collected through using convenience-sampling technique from the undergraduate students of The Shaikh Ayaz University Shikarpur. The data collection was done from the aspect of Smartphone buying experiences (N = 389) and were quantitatively analyzed on SPSS 26 and Amos 26. The Structural Equation Modeling (SEM) was employed to check the mediation effect of customer satisfaction between Brand Experience and Positive word of Mouth communication. The results signified that brand experience was the main construct having contribution on positive WOM communication but customer satisfaction performed the role of full mediator in the association between Brand Experience and Positive word of mouth in the context of Smart phones. The discussion, conclusion, Theoretical and managerial suggestion of the results are reported in the light of the brand management literature. Moreover, further research directions are also evident.