An Empirical Research About The Effect Of Consumption Experience To Brand Loyalty

It's a common sense that brand loyalty has been a vital capital for the entrepreneur.In the era of experience economy,customers are not only critical about the product/service quality,but also about the experience attached to the product/service.At this point,it's becoming necessary and important to investigate the relationship of consumption experience to brand loyalty.We need to answer those two questions:what does customer experience consist of and how does them influence brand loyalty respectively.This paper,taking the experience in caf(?) for example,investigates the effect of consumption experience to brand loyalty in an empirical research,regarding the construct of satisfaction as an intermediate variable.After designing questionnaires of consumption experience,satisfaction and brand loyalty,the author uses methods of exploratory factor analysis and confirmatory factor analysis to determine and confirm the structure of consumption experience.When the three questionnaires reach their reliability and validity standards,the author applies the AMOS analytical software to examine the relationship of the constructs of consumption experience,satisfaction and brand loyalty.Through a test and re-test,conclusions have been achieved as follows:(1) Customer experience in caf(?) can be divided into five dimensions:sensory experiences(SENSE),social-identity experiences(RELATE),social community, immerse experiences and service experiences.(2) SENSE and RELATE have direct impacts on brand loyalty,Meanwhile,as well as social community and service experiences,they also have indirect impacts on brand loyalty,regarding satisfaction as an intermediate variable.