Research On The Impact Of Notebook PC Brand Experience On Customer Satifaction

In a competitive market environment, one of the important means to retain existing customers is the pursuit of customer satisfaction. As the customers'apperception and study, brand experience is one of strategies to set up the brand impression in customers'mind. This article divides Brand experience into Sense, Feel, think, act and Relate experience, in order to find out which dimensions have significant impact on customer satisfaction and to give enterprise some marketing advice for improving customer satisfaction in the perspective of brand experience. Due to the few studies on the relationship between product brand experience and customer satisfaction in the domestic and foreign academic, this article introduces the customer perceived value as an intermediary variable and references the research on the service industry to study the impact of product brand experience on customer satisfaction, taking notebook PC industry as a example. Based on the literature review on the theory and the relationship research of brand experience, customer percerved value and customer satisfaction, this article establishes a conceptual model of the three factors.Because brand experience is a kind of inner emotion and personal feeling, many of its elements are difficult to quantify and specify, and authoritative brand experience measurement scale is lack in the current academic, this article constructs a brand experience measurement scale refer to the previous studies, characteristics of notebook PC and two pre-test survey results. 293 samples are collected from the customers who already have a notebook PC. Through analyzing the reliability, validity, correlation, regression and variance of the sample data with SPSS statistical software, this article gets the following conclusions.1. The five dimensions of brand experience play a certain role on the improvement of customer satisfaction, and the impact of Feel, Relate and Sense experience on the customer satisfaction is more significant, they have linear relationships.2. Customer perceived value plays an intermediary role in the impact of brand experience on customer satisfaction.3. The perception and evaluation of brand experience, customer perceived value and customer satisfaction has a significant different between different individual and different product purchase time.