Effect of customer experience on revisit intention to FMCG industries with consideration of loyalty, hedonic values and brand equity.

Subject Areas : business management

faezeh mohammadi ¹ , sina nematizadeh ² , seyed abbas heydari ³ , hossein safarzadeh ⁴

1 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2020-09-09 Accepted : 2020-10-21 Published : 2021-12-22

Keywords: "customer experience", "brand equity", "Revisit intention", " Hedonic values", " Loyalty", " Fast moving consumption goods",

Abstract :

This research is carried out in order to investigate the effect of customer experience on his revisit intention with respect to hedonic values, loyalty and brand equity in FMCG food industries.In view of quantitative approach, descriptive and surveying strategy and in terms of propose, this is a practical research. Target group of this research are selected from customers of restaurants and cofes complex, Mitzone, Meat house and steak house in Tehran. In this study, based on Cochran formula for unlimited society, the sample size was 348 people. Simple random sampling are selected and data analysis has been done by structural equation modeling method.Result of research shows that pleasant experience increased costumer revisit-intention, also in this regard parameters such as loyalty, brand equity and hedonic values as intermediary parameters also affect costumer revisit intention accordingly. According to the results, it can be said that through these three variables, a pleasant experience is a more accurate factor to increase the intention of customers to return.