Search results for "hedonic services"

The importance of the services brand in predicting loyalty and word of mouth

2018

This research is related to brand perception and its implications for the management of services, especially for hedonic services. The aim of this study is to analyse the influence of perceived brand quality on credibility and attitudes towards this perceived quality from the point of view of users, as well as whether that relationship could trigger increased loyalty and recommendations. The survey was conducted with usersof a public sports service located in Valencia, Spain, and the analysis of the data and the creation of the structural model was carried out using structural equation modeling (SEM). Its results have confirmed the influence of perceived quality on credibility but not on at…