The Research About The Effects Of Customer Experience On Furniture Brand Image And Brand Loyalty

With the development and the improvement of people's living level, the people's consumption ideas,behavior and lifestyle has been changed greatly. In the course of consumption, consumers more often look for an experience which can achieve the dream and the yearning lifestyle. Therefore, as an importance role on furniture brand management, customer experience gradually arise abroad regard in furniture enterprises.Although the theories of customer experience, brand image and brand loyalty are the learning hotspots for now, most of the research on furniture is about design and marketing, and the majority regards qualitative analysis as principle. The research of customer experience effecting furniture brand image and brand loyalty from the perspective of customers has not yet been found. By sorting out a lot of data, The paper makes a summary of the current theories of customer experience,brand image and brand loyalty. Then, we establish a theoretical model which ties up customer experience with the brand image and brand loyalty. On this basis, this paper takes the modern furniture market as research subject, and discusses the relationships between customer experience, furniture brand image and brand loyalty by the methods of questionnaire and statistics analysis.Empirical research suggests that the customer experience in furniture industry is divided into three dimensionalities:sensual experience, emotional experience and related experience. The results showed that sensual experience and emotional experience all has a positive effect on furniture brand image, and all the dimensionalities have marked positive impact on brand loyalty.Not only the customer experience has a direct effect on brand loyalty, but also through the mediate variable of brand image makes positive impact on it indirectly.At the same time, this paper suggests furniture enterprises redefine and design marketing actions program which can create a memorable and rich experience for the customers in view of customers' sense, feel and relate, so as to enhance the brand image and promote the sales of furniture, also realize the maximization of customer's value. Eventually it will be sublimated to brand loyalty which can enhance the market competitiveness of furniture enterprises.