Authorship: Òscar Carbonell Dolz
Programme: Information and Knowledge Society
Lenguage: English
Supervisor: Dr Enric Serradell López and Dr Ana I. Jiménez Zarco
Departament / Institut: Doctoral School
Subjects: Social Sciences
Key words: experience, customer experience (CX), brand experience, experience measurement scale, mobile gaming, customer satisfaction
Area of knowledge: Information and Knowledge Society
Abstract
The aim of this thesis is to explore, through seven hypotheses, how companies, thanks to the correct management of brand-related stimuli through brand experience, can align with or improve customer experience to boost their competitive position in the mobile gaming industry. An empirical study (survey-based quantitative approach) was conducted to measure the effects of brand experience on customer experience and on downloads, revenues, and customer satisfaction in the mobile gaming industry, based on the customer experience and brand experience measurement scales of Klaus and Maklan (2012) and Brakus et al (2009). With the results, a structural equations model was built and analyzed. The findings suggest that customer experience has a key role in the differentiation and consequent success of products and services in the mobile gaming industry, and that brand experience is a key component of the overall customer experience, together with product experience and consumption experience. Customer experience also has a high explanatory power of customer satisfaction, which has a high predictive accuracy for the business results (revenues and downloads) of mobile games.