The Impact Of Customer Experience On Sedan Brand Equity

The rising of experiential economy promotes the reform of marketing model.Customer experience is becoming the new means for enterprises to get competitive advantage.As the competition of sedan market is becoming homogeneity,brand is becoming more important for sedan enterprises to enhance competitive power of product.Customer experience of before consuming,in consuming and after consuming is the key for managing brand.This paper researches on how customer experience influences brand equity of the middle-class sedan.Through reviewing the literature of customer experience,brand equity, and the impact of customer experience on brand equity,integrating the outcomes of marketing researches and the characteristics of sedan market,the author puts forward the concept model of the whole research,carry out the demonstration research.The author collects research dada by using questionnaire method and the random sample.The paper utilizes statistics software of spss15.0 and AMOS7.0 to analyze dada in studies.Through research,this paper comes to the following main conclusions:1.Customer experience in sedan market mainly includes sense experience,emotional experience and social experience.Sense experience has a positive effect on emotional experience,and the same effect that emotional experience has on social experience.The factors that influence customer experience are product factor,reputation factor, communication factor and service factor.Among these factors,communication factor is more important than the others.2.Sedan brand equity includes two dimensionalities:perceivable brand,brand image and relation.Both the dimensionalities have marked positive impact on sedan brand equity. Among the two dimensionalities,brand image and relation of sedan plays a more important role.Perceivable brand has positive impact on brand image and relation.3.During the course of customer experience influencing on sedan brand equity and its dimensionality,emotional experience has marking positive impact on perceivable brand. Sense experience and social experience have marked positive effect on perceivable brand and brand image and relation,and they also have indirect positive influence on sedan brand equity through the dimensionalities of sedan brand equity.Compared with emotional experience, sense experience and social experience have stronger positive effect on sedan brand equity and its dimensionalities.In addition,this paper also analyzes the effect of demographic variables on customer experience,brand equity and its dimensions based on the data from the formal study.Our research can not only enriches the theories of customer experience and brand equity, but also can provide instructive suggestions for sedan manufactures to practice.