Abstract:
To address declining membership, counter switching behaviours and heighten
potential exit barriers, brand experience is considered as mediator of loyalty and
satisfaction amongst churches in Johannesburg, South Africa and with the aim of
influencing attachment decisions. Brand experience is considered to consist of five
dimensions, encompassing a behavioural, emotional, intellectual, relational and
sensory component.
The purpose of the research was to consider whether brand experience as
mediator of satisfaction and loyalty is observed in the religious and church industry
and whether it differs amongst specific churches. It also aimed to determine
whether age, duration of membership, level of education or membership status is a
mediating factor of these constructs.
By undertaking a quantitative explanatory study, 12 churches participated in
obtaining 675 valid responses by means of an electronic survey to achieve the
research objectives. Using the Brand Experience Scale, as developed by Brakus,
Schmitt and Zarantonello (2009) and enhanced to include a relational dimension as
proposed by Nysveen, Pedersen and Skard (2013), 15 statements considered the
five dimensions of brand experience, and ten statements evaluated loyalty and
satisfaction perceptions.
It was found that brand experience as mediator of loyalty and satisfaction is
observed within the religious industry and that it differs amongst churches. Age and
membership status were shown to influence the constructs, whereas duration of
membership or level of education was not confirmed.
The findings offer some recommendations for stakeholders that include church
leadership, marketing practitioners, youth workers, arts practitioners, and teachers
and educators to enhance the brand experiences of their offerings. Suggestions for
future research are also set out.
