The impact of customers experience quality on brand loyalty: a study of health and diet online communities

This thesis was submitted for the award of Doctor of Philosophy and was awarded by Brunel University LondonConsumer experience plays an increasingly significant role in influencing the success of most businesses. The concept of ‘consumer experience’ has become an important area of study within the disciplines of marketing and consumer behavior. Regardless of its positive attention, this phenomenon has received in recent years; the clarification of consumer experience quality in online communities has remained unclear and needs a detailed theoretical base. In addition, it has been assumed that there is a relation between consumer experience quality and brand loyalty, nevertheless, there is limited research to confirm this theoretical proposition. The purpose of this study is to gain an in-depth perspective on the concept of consumer experience quality and its dimensions in the online community. The Internet has changed the behavior of consumers significantly where individuals have used online communities to interact with one another. These online communities enable individuals to connect globally in order to communicate effectively since inappropriate communication activities can affect the image consumers have formed with a particular organization from online social networks. As a result, the traditional way of communication is changed using interactive platforms. Data was collected through qualitative and quantitative research using an online blog where consumers shared ideas, experiences and interacted with each other about their experiences of Weightwatchers and Slimming World in the United Kingdom. The qualitative research was done by applying Netnography technique that uses content analysis of consumer reviews of their experiences in the Health and Diet online communities. Using the PLS-SEM, the structural model proposed in this study revealed a significant positive relationship between pragmatic experience and overall quality experience. Thus, the current study maintains the notion that pragmatic experience is a key determinant of overall quality experience. In addition, finding of this study suggests that consumers assess their online experience when participating in “health and diet online communities”. These pragmatic components are reflected in the consumers’ benefits gained during interacting with the online community. Furthermore, it was evident that consumers view the online community as important in relation to their feelings and enjoyment because the forum provides them with the opportunities and preferences to share health and diet information with other community members. Consequently, the participants in the “health and diet online communities” will eventually generate moods, feelings and emotional experiences after interacting with each other in order to develop an affective relationship with a company’s brand and products