| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士在職專班 === 95 === Following enconomic growth and increasing of ability of consuming for Taiwan people, drinking coffee is a common consumption behavior and we can see various coffee stores appear one by one everywhere. As experiential marketing age comes, consumption think highly of the products and the service from coffee stores upon to the experience and services made from the brand of coffee stores.
There were many researches to find the service quality, brand image, experiential marketing, all is influenced the very important variable of the customer satisfaction. But when the governor attempts to use these research to do the application on the actual situation as a result, that is improve a service quality, improve brand image and promote consume to experience personally seem to be still not enough perfect. Therefore, the research to study the relationship between experiential marketing, customer satisfaction, perceived value, switching barrier.
The consequence of research follows:
1.The experiential marketing of cafe consumer has notable influence to the customer satisfaction.
2.The perceived value of cafe consumer has medium effect of experiential marketing and customer satisfaction.
3.The switching barrier of cafe consumer has Moderating effect of experiential marketing and customer satisfaction.
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