The Impact Of Brand Image And Customer Experience On Consumer Buying Behavior:A Study Among International Students On Ofo,Mobike And Hellobike In Nanjing,China

Along with the development of China's economy,a lot of business start-ups have emerged and succeed to attract billion dollars of investment to their disposal.One of them is in the bike-sharing sector,common-usage bicycles are located and rented via a smartphone application,this kind of bicycle rent has no bike-stands,no set docking station,a truly freeroam bicycle rent.In order to enhance the competitive advantage in the tight competition,firms examining the brand image and customer experience with the goal to get a better understanding of their brand position in the market and on what their customers feel and want.Brand image is the key driver of brand equity,which refers to consumers general perception and feeling about a brand and has an influence on consumer behavior.Brand image plays a significant role to boost up any business performance as the brand image is an implied tool which can positively change consumers buying behaviors,on the other hand customer experience is one of the tools to maintain the relationship between customers and the brand itself.Proper management on customer experience is one of the most essential factor in building customer satisfaction and customer loyalty.The purpose of this study is to examine the impact of brand image and customer experience on consumer buying behavior in bikesharing sector in Nanjing,China by taking the case of Ofo,Mobike and Hellobike.A questionnaire survey was conducted to collect the data using questionnaire method by Likert scale to international students who use bike-sharing application in Nanjing,China.Specifically,175 respondents were obtained,the data is processed using SPSS 25 software in order to test the validity and reliability.Findings show that brand image and customer experience have a direct positive influence and significant relationship with consumer buying behavior.This study also gives suggestions for Ofo,Mobike and Hellobike to improve the quality of their customer service which will lead to a better customer experience and positive brand image.In addition,Ofo,Mobike and Hellobike need to implement the right and improved strategy in maintaining existing customers and attracting new customers.Managerial implication of this study had been adjusted with the latest conditions of Ofo,Mobike and Hellobike to strengthen and sustain its brand image and customer experience in order to gain competitive advantage.