The Empirical Study on Impact of Consumer Experience to Consumer Loyalty of Coffee Chain in Guangzhou
Jing Bai, Jiang Lu
Available Online November 2012.
- https://doi.org/10.2991/citcs.2012.126How to use a DOI?
- Experience; Experiential Value; Loyalty; Coffee Chain
- The purpose of this paper is to study on the impact of consumers experience to their loyalty in the city of Guangzhou. Based on the related literature study, it has been built the concept model of causal relationship among experiential medium, experiential value and consumer loyalty. We use the empirical study to analyze the model by statistical analysis with SPSS16.0. In this paper, a total of 9 hypothesizes are brought forward. 240 questionnaires are sent out and 202 valid questionnaires are received. Our results indicate that the coffee shop's environment affects the functional value, emotional value and social value positively, and personal service has a significant impact on functional value and affective value. Emotional value and social value also have a significant impact on consumer loyalty but functional value does not have a direct impact on loyalty. However, different individual characteristics have a significant impact on consumer loyalty. The results suggest that competitive advantages can be achieved from Brand-building and theme-shaping experience.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Jing Bai AU - Jiang Lu PY - 2012/11 DA - 2012/11 TI - The Empirical Study on Impact of Consumer Experience to Consumer Loyalty of Coffee Chain in Guangzhou BT - 2012 National Conference on Information Technology and Computer Science PB - Atlantis Press SP - 488 EP - 492 SN - 1951-6851 UR - https://doi.org/10.2991/citcs.2012.126 DO - https://doi.org/10.2991/citcs.2012.126 ID - Bai2012/11 ER -