The Empirical Research On Service Encounter Affecting Customer Loyalty Of Female Underwear Brand

This research mainly studies prepositive variables of customer loyalty, the influence mechanism of consumption experience value in service encounter on customer loyalty. With the literature, fifteen hypotheses were put up in this paper. At the same time, building up the model about influence of service encounter on consumption experience, influence of consumption experience on customer loyalty, with Structural Equation Model (SEM) that widely used in sociology, economics, and psychology. Choosing eight famous underwear brands which are renowned in domestic market, was analyzed by SPSS 15.0 and AMOS 17.0 to test reliability,validity of the data and model fit, the results are good. The results claim that service encounter influences of consumption experience value are significantly positive. Perceived aesthetic value has positive direct effect on customer satisfaction. Perceived playfulness value does not have a direct effect on customer satisfaction, but has an indirect effect on customer satisfaction. Consumption emotion and customer satisfaction are important to customer loyalty. Customer satisfaction is more effective on customer loyalty. Consumption emotion influences customer loyalty indirectly through customer satisfaction.Suggestions of marketing were put forward on developing customer loyalty. It is meaningful for female underwear brand enterprise to improve customer loyalty.