The Relationship Between Brand Experience, Brand Satisfaction and Brand Loyalty. An Empirical Study of Imported Second Hand Vehicle Buyers In Zambia

Jacqueline Siwale, Victor Chikampa, Nelson .C. Kabanda, Lungowe Chindele and Mary.S.Lubinda
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Jacqueline Siwale: Department of Business and Management Studies – Texila American University
Victor Chikampa: Department of Social development Studies- Mulungushi University Zambia
Nelson .C. Kabanda: Cabinet Office – Civil Service Commission of Zambia
Lungowe Chindele: Department of Social development Studies- Mulungushi University Zambia
Mary.S.Lubinda: Department of Social development Studies- Mulungushi University Zambia

International Journal of Research and Innovation in Social Science, 2023, vol. 7, issue 3, 44-61

Abstract: Brand loyalty plays a critical role in determining the financial performance of the organisation. This study was aimed at evaluating the empirical relationship between brand experience, brand satisfaction and brand loyalty among second hand car owners in Zambia. The study on the relationship between brand experience, brand satisfaction and brand loyalty was motivated by the fact that little attention has been directed at examining the three variables in the automotive industry. Data was collected from imported second hand car owners from Central and Lusaka provinces of Zambia. The study used a quantitative survey design in order to achieve the research objectives. The sample for the study was selected based on a non-probability sampling technique specifically convenient sampling. After treating for missing values a sample size of 200 was retained. Item and Factor analysis were performed in SPSS version 25 while Confirmatory Factor Analysis via Structural Equation Modelling (SEM) was performed using Lisrel 8.80. High levels of reliability were found among the three scales. Uni-dimensionality of the subscales was demonstrated through exploratory factor analyses. Good fit with the data was found for the measurement and structural models through confirmatory factor analyses. Positive but significant SEM path relationships were found amongst brand experience, brand satisfaction and brand loyalty. Academically the study makes a significant contribution to consumer behaviour literature. The results of this study has provided empirical support to the proposition that brand experience and brand satisfaction are predictors of brand loyalty in Zambia. By implication marketers ought to pay attention to brand experience and satisfaction when trying to enhance brand loyalty.

Date: 2023
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