Consumer Experience Of Brand Loyalty Impact Studies

This paper mostly studies the effect of consumption experience (what experience) to brand loyalty, and explore the relation with brand loyalty's other key factors, based on the analysis of college student's mobile phone's consumption.With the development of market,more and more enterpriser and scholar realize the importance of brand loyalty. Many are always do the research on the key factors of brand loyalty .The key factors, from quality to satisfaction, to customer value, then to customer relation include the brand trust. The key factors of brand loyalty always change with the development of society and technology.Now we have come to the experience economy, and experience has become another new value source, following primary products, commodity and service. Experience has great influence on many aspects in this world. Experience has such influence and whether it will be the new key factor of brand loyalty. If so, what experience will be available?There are already some articles of research on the relation between experience and brand loyalty at present. However the articles of empirical research are just a few. And most of them are based on tour experience or telecom service experience.So, we study the effect of consumption experience (what experience) to brand loyalty and the relation with brand loyalty's other key factors, based on the college student's mobile phone consumption experience. This paper includes six chapters:Chapter one introduced research reason, research purpose and research procedure.Chapter two is Reviewed Document about customer experience and brand loyalty. Chapter three is studying design, including the proposition of the conceptual model and the hypothesis.Chapter four is studying the procedure to design, the development of the questionnaire, designing sampling and personal analysis.Chapter five is data analysis, including descriptive statistics analysis, factor analysis, reliability analysis, and result degree analysis, regression analysis, testing the hypothesis and revising the conceptual model finallyChapter six is discussion, including discovery and market advice, the deficiency of the study.In this paper, we classify the experience into four classes, regarding to the theory of customer experience. The final analysis of our data shows that, feel experience has positive, direct and notable effect on brand loyalty. Experience is one of brand loyalty's key factors. Among other key factors, only brand trust has positive, direct and notable effect on brand loyalty. And feel experience has positive ,direct and notable effect on customer value, satisfaction and brand trust.