The Effect of Customer Experience, Customer Satisfaction, and Customer Loyalty on Brand Power and Willingness to Pay a Price Premium
نویسندگان
چکیده
Products have a special value for customers and brand owners, becoming favorite is the aim of many brands. Therefore, this research used causal quantitative design with deductive approach to determine influence customer experience, satisfaction, loyalty on power willingness pay price premium. The data were obtained from primary sources via questionnaire, while population unit analysis determined using non-probability sampling technique criteria Apple product aged at least 17 years old in Indonesia. A total 280 respondents achieved August December 2021 purposive technique. analyzed SPSS 26 software (factor analysis) Lisrel 10.2 SEM (Structural Equation Modeling). Subsequently, results indicated positive also suggested that maintaining improving quality, alongside continuous innovation, strengthened as well increased their
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ژورنال
عنوان ژورنال: Quantitative Economics and Management Studies
سال: 2023
ISSN: ['2722-6247']
DOI: https://doi.org/10.35877/454ri.qems1639