Exploring the impact of brand experience on satisfaction and loyalty in churches and religious organisations in Johannesburg

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.