Proceedings of the Sixth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2020)

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The Impact of Services Quality on Brand Experiences: The Mediating Role of Customer Engagement

Authors
Firman, M. Sargio Saldino
Corresponding Author
Firman
Available Online 17 June 2021.
DOI
10.2991/aebmr.k.210616.098How to use a DOI?
Keywords
Services quality, customer engagement, brand experiences, KFC
Abstract

The primary purpose of this study is to analyze: (1) The impactof Services Quality on Customer Engagement, (2) The impactof Services Quality on Brand Experiences, (3) The impactof Services Quality on Brand Exeriences through Customer Engagement, (4) The impactof Customer Engagement on Brand Experiences.This research using causative researchwith total sample was 151 people by using questionnaire. The result of study showed that (1) Services Quality has significant effect on Customer Engagement, (2) Services Quality has no effect on Brand Experiences, (3) Services Quality has significant effect on Brand Experiences trhough Customer Engagement, (4) Customer Engagement has significant effect on Brand Experiences.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the Sixth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
17 June 2021
ISBN
10.2991/aebmr.k.210616.098
ISSN
2352-5428
DOI
10.2991/aebmr.k.210616.098How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Firman
AU  - M. Sargio Saldino
PY  - 2021
DA  - 2021/06/17
TI  - The Impact of Services Quality on Brand Experiences: The Mediating Role of Customer Engagement
BT  - Proceedings of the Sixth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2020)
PB  - Atlantis Press
SP  - 642
EP  - 646
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210616.098
DO  - 10.2991/aebmr.k.210616.098
ID  - 2021
ER  -