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The Effect of Customer Experience Quality on Brand Love in a Private Institution of Higher Learning

Year: 2025
Type: preprint
Study design: Observational Study
Abstract: This research aims to determine the effect of customer experience dimensions (peace of mind, moment of truth, outcome focus, and product experience) on brand love in a private higher education institution. Based on the three dimensions of the EXQ model, the study seeks to identify how these dimensions create an emotional attachment in customers towards the brand. The study used a quantitative approach in which 244 respondents were sampled and surveyed through a structured questionnaire. Outcome focus, peace of mind, and moment of truth explain substantial variance in brand love, while product experience has a weak and non-significant association. The most significant was the outcome focus; we needed to eliminate transaction costs and perform services efficiently. Consolation and reality checks also go hand in hand by ensuring emotional assurance and managing vital touch points. The research highlights the importance of customer experience in creating brand love and stresses the need for institutions to focus more on their emotional connections while being functionally efficient. Although product experience had a minor impact in this context, it allows us to consider how to develop service delivery further and meet expectations in that space. This study contributes to the customer experience and brand love literature by offering empirical evidence from the context of higher education. It has implications for institutions when finding the right approach to balance customer experience strategies, which can lead to emotional attachment and loyalty in the long term.
DOI: 10.20944/preprints202502.0603.v1
Language: English
Subfield: Marketing
Open Access status: green
OpenAlex ID: W4407285652
Cites: 4
Cited by:
Related to: 10