The Study On The Relationship Between Customer Experience And Customer Satisfaction In The Field Of Festival And Special Event

With the arrival of the experience economy, customer experience has become aconcern of the concept. If the enterprise pay attention to customer experience, It can beprovided more information to improve the customer satisfaction; consumer’s purpose isoften to get their ideal experience. FSE, as a kind of special products also exist in theexperience economy. The reaction mechanism of customers when they consumeproducts or serve be understood better, the real desire and demand of consumers can bebetter known in the section of FSE. However, many festival products and services tendto ignore that, and can not stand by the customer. In the field of academic research,more and more scholars start to study the festival consumption theory, but seldom ofthem focus on reaction mechanism of customer experience.The research object of this study is the festival&special events consumersincluding local visitors and tourists and in detail study on the festival of customerexperience mechanism.2013Qingdao International Beer Festival as an example, usingsoftware SPSS16.0and Amos7.0to do the empirical analysis. Which uses thedescriptive statistics, reliability and validity analysis, factor analysis and regressionanalysis and variance analysis methods. Then comes the Conclusion:(1) Establish thehierarchy model of customer experience in the festival consumption field: Customerexperience in the festival consumption field is a kind of hierarchical structure. Thefunctional experience (convenient experience, service experience, perceived price)belongs to the first layer. Sensory experience, emotional experience, related experience,knowledge experience belongs to the second layer. Customer perceived value belongs tovalue experience--the third layer of customer experience. Festival consumers formexperience evaluation results of the overall after the first two layer experience.(2)There is the close relationship between the three levels.(3) through the empiricalanalysis to verify the relationship between the customer experience and customersatisfaction in the field of festival and special event. The article firstly proposes the research background and research purpose, andmade preliminary arrangements for the research structure of this paper. Then it is thetheoretical review and literature review. This part discusses FSE, customer experience,customer perceived value and customer satisfaction theory and the relationship betweenthe latter three, providing a theoretical support for this research. Then comes theempirical part of this paper. In this part it puts forward the hypothesis of this thesis onthe basis of the theoretical study and literature review mentioned before, establish thefestival customer experience dimensions and establish a mechanism model ofcustomer experience. Then formed the initial scale according to the previous large-scalesurvey research design, the scale is formed by small sample testing, the distribution andcollection of data (the fourth part) and then to analyze the data (the fifth part). Finally,the conclusion of this thesis, and put forward the deficiencies, the direction of furtherefforts, and some suggestions.