2024-03-29T01:46:22Zhttps://www.tdx.cat/oai/requestoai:www.tdx.cat:10803/6747822022-07-13T14:12:07Zcom_10803_337col_10803_338
nam a 5i 4500
experiència
experiencia
experience
experiència del client (CX)
experiencia del cliente (CX)
customer experience (CX)
experiència de marca
experiencia de marca
experiencia de marca
brand experience
escala de mesura de l'experiència
escala de medida de la experiencia
experience measurement scale
jocs de mòbil
juegos de móvil
mobile gaming
satisfacció del client
satisfacción del cliente
customer satisfaction
The role of brand experience on customer experience: An analysis of business success in the mobile gaming industry. A study of the relevance of brand experience in the customer experience for the business success of a product/service in the mobile gaming industry
[Barcelona] :
Universitat Oberta de Catalunya,
2022
Accés lliure
http://hdl.handle.net/10803/674782
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Carbonell Dolz, Oscar,
autor
Societat de la informació i el coneixement,
degree
1 recurs en línia (205 pàgines)
Tesi
Doctorat
Universitat Oberta de Catalunya. Internet Interdisciplinary Institut (IN3)
2022
Universitat Oberta de Catalunya. Internet Interdisciplinary Institut (IN3)
Tesis i dissertacions electròniques
Serradell López, Enric,
supervisor acadèmic
Jiménez Zarco, Ana Isabel,
supervisor acadèmic
TDX
The aim of this thesis is to explore, through seven hypotheses, how companies, thanks to the correct management of brand-related stimuli through brand experience, can align with or improve customer experience to boost their competitive position in the mobile gaming industry. An empirical study (survey-based quantitative approach) was conducted to measure the effects of brand experience on customer experience and on downloads, revenues, and customer satisfaction in the mobile gaming industry, based on the customer experience and brand experience measurement scales of Klaus and Maklan (2012) and Brakus et al (2009). With the results, a structural equations model was built and analyzed. The findings suggest that customer experience has a key role in the differentiation and consequent success of products and services in the mobile gaming industry, and that brand experience is a key component of the overall customer experience, together with product experience and consumption experience. Customer experience also has a high explanatory power of customer satisfaction, which has a high predictive accuracy for the business results (revenues and downloads) of mobile games.
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rdacontent
informàtic
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rdamedia
recurs en línia
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rdacarrier