The Relationship Among Brand Culture, Marketing Strategy, Technical Innovation and Customer Engagement Behavior Toward Liuzhou Snail Noodle: Mediating of Service Quality and Trust

Authors

  • Guangxiang Xu, Niyom Suwandej, Mooktra Thongves

Keywords:

brand culture, marketing strategy, technical innovation, customer engagement behaviour, Liuzhou snail noodle.

Abstract

In recent times, the increased prominence of Internet celebrities, extensive media coverage, and various other factors have contributed to the promotion of Liuzhou snail noodles. Consequently, customers have gained a more immediate and accurate understanding of the cultural significance and qualities of these noodles. The key to establishing a durable and robust relationship between the product and its clients is in effectively ensuring the continuous and prosperous growth of Liuzhou snail noodles. The primary objective of this study is to investigate the interrelationships among brand culture, marketing strategy, technological innovation, and consumer engagement behavior with respect to Liuzhou snail noodles. Additionally, this study aims to explore the potential moderating influences of service quality and trust on these relationships. A total of 407 questionnaires were gathered from customers in Liuzhou who had consumed Liuzhou snail noodles. The data instrument employed for this study was a 20-times observed variable. The results of the study indicate that both brand culture and technical innovation exert a significant and direct impact on service quality and trust. The marketing strategies employed have a direct and substantial impact on service quality. The interplay among brand culture, marketing strategies, technology progress, and customer engagement behavior is substantially influenced by the mediating factors of service quality and trust.

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Published

2024-03-02

How to Cite

Guangxiang Xu, Niyom Suwandej, Mooktra Thongves. (2024). The Relationship Among Brand Culture, Marketing Strategy, Technical Innovation and Customer Engagement Behavior Toward Liuzhou Snail Noodle: Mediating of Service Quality and Trust. Utilitas Mathematica, 120, 1356–1378. Retrieved from https://utilitasmathematica.com/index.php/Index/article/view/1890

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