An Empirical Research On The Relationship Between Consumption Experience And Brand Loyalty

The arrival of the experience economy is making tremendous changes in consumerdemand and consumption characteristics. Consumers have a stronger sense of theparticipation and get the pursuit of sensory, emotional, thinking, behavior and relatedaspects of experience more, which requires corporate marketing strategy corresponding tochange. At the same time, further intensified competition, making the profit marginsincreasingly smaller, enterprises have gradually realized that only cultivate customer brandloyalty can make their own to survive in the competition. The reason why brand loyaltycan create profit for the company, on the one hand, it is for the customer’s lifetime value,on the other hand, it is because of the loyal customers’ mouth effect. Therefore, in thecontext of the experience economy, the relationship between the consumer experience andbrand loyalty has an important theoretical and practical significance.On the basis of domestic and foreign scholars, our research builds the model of“consumer experience to the customer perceived value to brand loyalty” in order to carryout new exploration of the relationship between consumer experience and brand loyalty.The empirical research draws the following conclusions:(1) Not only can sensory experience have a significant direct impact on the brandloyalty, but also it can affect brand loyalty indirectly through customer perception of thevalue; and emotional experience, service experience and the associated experience canonly have a significant indirect impact on the brand loyalty through the customer perceivedvalue.(2) Customer perceived value is the direct drivers of brand loyalty.(3) The path of consumer experience to the customer perceived value to brand loyalty is reasonable.This study explores the mechanism of consumer experience to the brand loyalty.Customer perceived value for the intermediate variable is an improvement of previousbrand loyalty driven factor model, which can provide a new perspective for the research.At the same time, the final empirical findings and managerial implications can also providea number of recommendations for the enterprise marketing management.