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Impact of Brand Experience on Customer Experience A Business to Consumer

Focus

Thesis · August 2021

DOI: 10.13140/RG.2.2.32850.27847

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Impact of Brand Experience on Customer

Experience

A Business to Consumer Focus

Colette Tanyi

Master’s thesis

May 2020

School of Business

Master’s Degree in Entrepreneurship and Business Competence

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Description

Author Type of publication Date

Colette Tanyi Master’s thesis May 2020
Language of publication:
English
Number of pages Permission for web
71 publication: x
Title of publication
Impact of Brand Experience on Customer Experience: A Business to Consumer Focus

Degree Programme
Master’s Degree Program in Entrepreneurship and Business Competence
Supervisor
Salman Saleem
Assigned by
JAMK Centre for Competitiveness
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Abstract
Consumers nowadays want products and services, communication and marketing
campaigns that entice their senses, touch their hearts, stimulate their minds, meet up with
their lifestyle and above all, offer exciting experiences. Market competitiveness is stiff, and
many firms are focused on changing the wants of consumers who are pursuing after
pleasurable experiences. Comprehension of how brand experience influences customer
experience is a strategy that companies can use to thrive; and to give these pleasure-
seeking consumers the satisfaction they so desire.
The aim of the research was to explore and understand the effect that brand experience
has on customer experience from a business to consumer perspective. The research
context was a case company located in Finland with partner shops all over the world. A
qualitative research approach was pursued, and five partner shops were chosen randomly
and interviewed. The Customer Experience Management Framework as presented by Prof.
Bernd Schmitt in his book titled ‘’Customer Experience Management: A Revolutionary
Approach to Connecting with Your Customers’’ was used as the theoretical framework of
the research. This involved knowing what companies can do to their operations and
processes in order to understand their customers’ emotional and experiential side.
According to the results, for companies to enjoy the benefits of customer experience, in
other words, customer trust, satisfaction and loyalty, and for customers to attain the peak
of positive customer experience, the customer’s emotional and experiential side must be
accessed. Hence managerial practical implementations were recommended. For example,
companies should better know their customers and be specific about what they are
offering. They should also be able to link the emotions of the customers with their brand,
create better ways of brand delivery and constantly innovate their product offerings. Some
future research avenues, such as understanding brand experience and customer loyalty,
using experiential marketing to create customer trust and satisfaction, and brand
experience management, were suggested.
Keywords/tags (subjects)
customers, experience, customer experience, brand experience, emotional connectivity
Miscellaneous (Confidential information)
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Contents

1 Introduction

1.1 Background……………………………………………………………………………………………...4

1.2 Motivation for the research………………………………………………………………………6

1.3 Research Question and Research Objective………………………………………………8

1.4 Thesis Structure………………………………………………………………………………………..8

2 Literature Review

2.1 The Concept of Customer Experience.........................................................9

2.2 The Concept of Brand Experience..............................................................14

2.3 Brand Experience Elements.......................................................................17

2.4 Experiential Marketing..............................................................................19

2.5 Branding in a Business to Consumer Market..............................................22

2.6 Theoretical Framework..............................................................................23

3 Methodology

3.1 Research Approach.....................................................................................28

3.2 Research Context........................................................................................31

3.3 Data Collection...........................................................................................33

3.4 Data Analysis..............................................................................................36

3.5 Verification of Results.................................................................................39

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4 Result

4.1 Market Research, Customer Research, Customer Intelligence,

Funneling……………………………………………………………………………………………....41

4.2 Company’s Value Proposition…………………………………………………………………..46

4.3 Logos, Advertising Signage, Packaging, Retail Space, Events, Design

Experiential features, functional features……………………………………………….50

4.4 Face-to-Face Contact with Customers……………………………………………………….57

4.5 New Products, Small Design Innovations and New Ways of Service

of Delivery……………………………………………………………………………………………….60

5. Discussion

5.1 Answering the Research Question………………………………………………………..........64

5.2 Managerial Implications……………………………………………………………………………….67

5.3 Assessment of Results in the Light of Earlier Literature…………………………………72

5.4 Limitation of Research………………………………………………………………………….........75

5.5 Recommendations for Future Research…….………………………………………………...79

References………………………………………………………………………….81

Appendices

Appendix 1. Questionnaire for Interviewees………………………………………...……..68

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Figures

Figure 1…………………………………………………………………………………………………………….18

Figure 2…………………………………………………………………………………………………………….37

Tables

Table 1 Theoretical Framework………………………………………………………………………….27

Table 2. Summary of Background Information of Interviewees………………………….35

Table 3. List of Codes and Challenges they Represent………………………………………..38

Table 4. List of Solution to Challenges and What they Represent……………………….38

Table 5. Differences between Rigorous and Relevant Research………………………….40

Table 6. Results for Market Research, Customer Insight and Funneling………………42

Table 7. Results for Company’s Value Proposition……….…………………………………….47

Table 8. Results for Logos and Colors, Packaging and Design, Retail Space,
Advertising, Website, Signage, Events and Product’s Experiential Features……….50

Table 9. Results for face-to-face contacts with customers…………………..…………….58

Table 10. Results for New products, marketing campaign, small design innovations,
new ways of service delivery……………….……………………………………………………………61