Corporate heritage brand identity, customer experience and satisfaction: the case study of John Lewis Partnership

Abstract

Purpose: This research studies the relationship between corporate heritage brand identity and customer satisfaction of John Lewis Partnership (JLP) which is one of the most successful British retail heritage brands internationally. It conceptualizes and addresses the key factors of corporate heritage brand identity including brand price, quality, design, and symbol. It examines the corporate heritage brand experience of JLP customers through which corporate heritage brand identity influences customer satisfaction. It also establishes the moderating role of brand innovation, word of mouth and multiple time dimensions on these relationships. Design/methodology/approach: A conceptual framework of corporate heritage brand identity is developed from the literature review. To improve the validity of this study, semi-structured interviews were carried out with JLP managers, senior partners and their loyal customers recommended by JLP. These interviews have verified and advanced the hypotheses informed from the reviewed literature. This study mainly adopts the quantitative survey research method approach to test the conceptual framework. An online questionnaire was sent to JLP customers through social media channels such as Facebook, Twitter, and LinkedIn. Off-line paper-based survey questionnaires were collected from customers in JLP stores located in five cities in the UK (London, Manchester, Liverpool, Leicester and Southampton). In total, a sample of 596 clean questionnaire responses were collected and used for this study to test the developed hypotheses. Findings: Data analysis results have confirmed the dynamic and essential role of heritage brand identity on attaining and sustaining customers’ satisfaction of a corporate heritage brand from the retailing industry in the UK. The results revealed that corporate heritage brand identity dimensions (price, quality, design and symbol) are effective in representing the strength of corporate heritage brand identity. The confirmed that the dimensions of the corporate heritage brand identities of this study are indicating positive impacts on corporate heritage brand experience according to the data analysis results. The findings also suggest that these brand experience dimensions (sensory, affective, behavioural and intellectual) have a positive influence on improving customer satisfaction. Additionally, brand innovation and the time stream in this study strengthens the relation between corporate heritage brand identity and corporate heritage brand experience. Furthermore, word of mouth and the prospect future of a corporate heritage brand are of significance to improve customers’ satisfaction through positive heritage brand experience. Originality/value: This is one of the few attempts to develop a conceptual framework of corporate heritage brand identity. The conceptual framework has confirmed the multiple dimensions of corporate heritage brand identity (including brand price, quality, design and symbol) and their impact on customers’ experience and satisfaction. This study also identified the moderating role of brand innovation, word of mouth and multiple time dimensions on the relationships between corporate heritage brand identity and customers’ experience and satisfaction. This is one of the first attempts to study corporate heritage branding management in the retailing industry sector. Managerial implications: The corporate heritage brand identity dimensions identified from this study have the potential to help brand managers develop and augment their corporate heritage brand management strategy, especially for the retailing industry as revealed in this study. Marketers and brand managers need to be aware of their corporate heritage brand treats such as price, quality, design and symbol to satisfy and sustain their customers. The findings reflect the importance of sustaining the traits of corporate heritage brand and being responsive and innovative to the market on time. Additionally, the fundamental function of Word of Mouth (WOM) in extending the communication channels between a brand and customers. The findings confirmed that Time Streams have a central role in demonstrating the identity and sustainability of a corporate heritage brand.