Proceedings of the 2012 National Conference on Information Technology and Computer Science

The Empirical Study on Impact of Consumer Experience to Consumer Loyalty of Coffee Chain in Guangzhou

Authors
Jing Bai, Jiang Lu
Corresponding Author
Jing Bai
Available Online November 2012.
DOI
https://doi.org/10.2991/citcs.2012.126How to use a DOI?
Keywords
Experience; Experiential Value; Loyalty; Coffee Chain
Abstract
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.
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Proceedings
2012 National Conference on Information Technology and Computer Science
Part of series
Advances in Intelligent Systems Research
Publication Date
November 2012
ISBN
978-94-91216-39-8
ISSN
1951-6851
DOI
https://doi.org/10.2991/citcs.2012.126How to use a DOI?
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  -