Exploring the Relationship Between Customer Satisfaction and Brand Loyalty from the Experiential Marketing Viewpoint－The Case of Coffee Chain Stores
| Autor: | CHUNG,YIN-MIN, 鍾尹敏 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 Due to the rising of living standards in Taiwan in past decades, customers are willing to pay more to focus on their personal styles and tastes. For example, having a cup of coffee everyday becomes a part of life. The traditional promotion strategy cannot no more to take customers’ attentions; instead of the concept of experiential marketing is more popular. The purpose of the study is to discuss the relationship among customer satisfaction and customer loyalty and experiential marketing. The questionnaire survey is adopted for the research and 880 valid questionnaires are returned. The Structural Equation Modeling (SEM) was applied to verify the hypothesis. The results are as following: 1. The experiential marketing has significant effect on customer satisfaction. 2. The customer significant has significant effect on customer loyalty. 3. The experiential marketing has significant effect on customer loyalty. Moreover, the findings and suggestions will provide to the coffee chain related industry and future researchers for the references. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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