Abstract:
The study aimed to explore the impact of brand experience on brand loyalty,
focusing specifically on three Caltex retail sites: Clairwood, Hillcrest and
Warner Beach. The brand experience created within each site was explored.
Consumers’ desires, in terms of brand experience and the effect of brand
experience on brand loyalty were also examined.
A qualitative approach was employed by this study. The data was collected
through self-administered semi-structured interviews, questionnaires and
customer journey maps. The semi-structured interview were aimed at Caltex
retailers, giving the researcher an internal perspective, followed by consumer
questionnaires centered on understanding consumers interpretations and
expectations of brand experience. The consumers’ loyalty towards their
relevant sites was also reviewed. Customer journey maps for were drawn out,
which gave the researcher first hand exposure to each site’s brand
experience.
The research revealed that varying approaches to brand experience results in
varied levels of brand loyalty. In addition to this, there is no consistency
between the three Caltex sites, with reference to brand experience.
