Based The Teahouses Brand Drivers Of Customer Experience And Its Role

There are more than 50,000 teahouses in china, and most of them have the problem of business model convergence and high rate of customers churn. Brand building has become an imminent problem. So, finding the core drivers and discussing the mechanism of driving factors on the brand equity are main purposes of this paper.In this paper, after reviewing the result of previous research and the interview of experts, four drive factors impacted the brand building of teahouse have been discussed and explored: environmental quality; service quality; product creativity; cultural value. Furthermore, each of four factors is divided in detail to make the brand Building of teahouse more operationalized.Given the experience service products offered by the teahouse, the paper from the perspective of customer experience to discuss the mechanism of driving factors on the brand equity, That is, assuming drive factors have indirect effect, through customer experience, on teahouse brand equity.314 effective questionnaires came out after investigation of teahouse customers in Hangzhou, and the analysis data result verified the construction of this paper. And conclusions are as follows:(1) The relation between factor divers and Customer experienceDriving factors have significant correlation with customer experience. Cultural value has significant correlation with sensory taste experience, action-involved experience, thinking and learning experience, social relation experience; Environmental quality has significant correlation with sensory taste experience, feel-touched experience, social relation experience; Product creativity has significant correlation with sensory taste experience, thinking and learning experience, social relation experience.(2) The relation between Customer experience and brand equitySensory taste experience and feel-touched experience all have significant correlation with perceived value, brand awareness/association and brand loyalty; action-involved and social relation experience have significant correlation with perceived value and brand awareness/association; Thinking and learning experience has significant correlation with brand awareness/association.(3) Drive factors have indirect effect, through customer experience, on teahouse brand equity The four driving factors have different degree impact on three factors of brand equity. Environment quality and product creativity especially have significant impact. They have indirect effect, though customer experience, on perceived value and brand awareness/association. Furthermore, Product creativity has direct effect on perceived value and brand loyalty. Environment quality has direct effect on brand awareness/association. Service quality and Cultural Value have indirect effect, through customer experience, on perceived value and brand loyalty.