A Study On The Relaitons Among Consuption Experience, Customer Satisfaction And Customer Loyalty

As the nature of market change from sellers'market to buyers'market, the competition among enterpises become intensified gradually, and the focus of the competition is the customer. Nowadays, customers pay more attention to the experiential marketing such as sense, feel, think act and relate, than to the traditional marketing strategy, such as the product's shape and function.Base on the target customers'needs, the service enterprise-teahouse should make practical markrting strategy, and let them have an unforgettable experience. So teahouse can improve customers'satisfaction degree and loyalty degree.And also this is an effective way that teahouse can improve its competitive forces on the period of experience economy. On the perspective of experience, this paper take teahouse as research object, and discuss the relations among consumption experience, customer satisfaction and customer loyalty.The paper includes three steps discussion.First of all, from the past relevant studies, the basic theoretical model and hepothesis are reviewed. Sccondly, with the results of experts'interview, this paper revises and improves the classical scales, and formates initial questionnaire; then the items of questionnaire were modified or self-designed through small sample research. Finally, with 203 teahouse customers in Hangzhou as valid sample, the theoretical model and hypotheses were analyzed empirically by use of SPSS 11.5. The hypotheses were largely supported. The main results are as follows:1. Consumption experience has been found to be indicated by five dimensions: functional experience, sensory experience, cultural experience, affective experience and social experience. All the five dimensions have significant positive influence on customer satisfaction.2. Customer loyalty has been found to be indicated by two dimensions: attitudinal loyalty and behavioral loyalty. Except cultural experience, other four dimensions of consumption experience have significant positive influence on behavioral loyalty; among of the four dimensions, functional experience has the greatest impact on behavioral loyalty. All the five dimensions of consumption experience have significant positive influence on attitudinal loyalty.3. Customer satisfaction show significant positive associations with attitudinal loyalty and behavioral loyalty.4. The relationship between consumption experience and customer loyalty is moderated by cutomer satisfaction.5. Consumers with various consumptiong habits show remarkable differences in their perception of such variables as consumption experience, consumer satisfaction and consumer loyalty.