Abstract:
Brand experience is conceptualized as “subjective, internal consumer responses
(sensations, feelings, and cognitions) and behavioral responses evoked by brand related stimuli that are part of a brand’s design and identity, packaging,
~ communications, and environments”. The authors distinguish several experience
dimensions and construct a brand experience scale that includes four dimensions:
sensory, affective, intellectual and behavioral. Moreover brand experience and its
variables being measured, that effects to customer loyalty in private and public
banking sector. Customer loyalty is used to describe the behavior of repeat
customers, as well as those that offer good ratings, reviews, or testimonials.
Customer loyalty is examined through the satisfaction and repurchases intention.
The banking is a term for banking, investment and other financial services provided
by banks to private individuals investing sizable assets. Study is focused about the
private and public banking sector in Matara and is it brand experience effect for the
customer loyalty. The quantitative research method was used to study purpose and
sample was selected 100 respondents who came to private and public banks in
Matara town. Undisguised structured questionnaire with seven point of scale was
used to collect data. By using correlation and regression were analyzed the manifest
variables and main variables. Findings of the study, brand experience positively
influence customer loyalty in private and public banking sector. On the other hand,
private banking sector is used the brand experience to build the customer loyalty
than public banking sector. Furthermore, the study was analyzed behavior of the
demographical factors with regarding the brand experience and customer loyalty.
As demographical factors, age, gender and job statues were considered to
understand relationship with brand experience and customer loyalty using mean
comparison and t-test. Finally further research areas also were identified.
