Experience Spread On Customer Loyalty Research

Experience spread has become one of the most widely used promotion methods in the era of the experience economy. It engages customers in various experiences to feel the brand culture and to enhance the brand value. Meanwhile, there is a close relation between experiential marketing and customer loyalty. Many sports brands, in particular, use stores as platforms for customers to experience the brand culture. Experiential marketing is indispensable to establish and manage sports brands. Therefore, how to build an inseparable link and trust between consumers and brands becomes a must for sports brands to consider.This paper tries to give a full analysis to the Experience spread mode in the sports brand experience stores. It first takes a look at the process of experiential marketing in Nike brand to see the relation between them, and then focuses on the Nike brand experience store in Wuhan province. It studies the case of Wuhan store from a multi-dimension perspective, that is, from aspects of sensory experience, emotional experience, cognitive experience and relation experience.In the study, relative information is gathered through previous investigations and sorted materials to design the questionnaire and formulate the research process. At last, the method of quantitative research is taken to better figure out the relation between experiential marketing and customer loyalty, so as to find out the factors influencing most on the customer loyalty. In this way, this paper aims at offering references for Wuhan Nike brand experience store to attract more loyal customers and to build up a positive brand image.This paper is creative in two aspects:first, the object of study, Wuhan Nike brand experience store is of high representativeness and significance. As the first Nike brand experience store in Asia, the Wuhan store ranks among the world-class level in terms of either the interior design or the products variety. In addition, its theme completely conforms to Nike’s characteristic of innovation movement. So, study of the store has great reference value; second, the main method used in this study is empirical research. All relative materials and figures are fresh first-hand data collected from six-month-long observation and experience in the store.This paper points out the two most influential elements of experiential marketing on customer loyalty--the store’s brand image and the team members’ attitudes towards customers. These two elements have a direct impact on repurchase rate and recommendation frequency of customers, and are actually influenced by many other factors. In experiential marketing, brand experience stores should pay attention not only to the establishment of their overall’images, but also to the control of emotions and attitudes in interpersonal communications with customers.