A Study of the Relationship Between Experiential Marketing and Customer Loyalty---a Case Study of Home Roast Coffee Shops at the Central Region

• Main Authors: Shih Jui-Yu, 石芮瑜
• Other Authors: Oung Yuh-Huey
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/57827452890801189979

碩士 === 大葉大學 === 設計暨藝術學院碩士在職專班 === 100 === Recently, home roast coffee beans are all the rage in the coffee shops in Taiwan. The way how the coffee shop owners treat customers and the owners’ attitudes towards customers are fresh. The goals of this study is to discuss the differences between how the home roast coffee shop owners put experiential marketing into practice and how the customers feel about experiential marketing, and to find out if there is an obvious relevance between the differences and the customer loyalty. This study takes eight home roast coffee shops in middle Taiwan as the objects. This study tries to use semi-structured interviews to know how coffee shop owners run the shop, understand the customers’ feelings and loyalty by using questionnaires draw the conclusions from the results we get and bring out the creative suggestions. The results of this study demonstrate that： 1.The obvious difference between different genders only shows in thinking experiences. 2.The obvious difference between different customers with different incomes only shows in thinking and acting experiences. 3.The obvious difference between different customers with different jobs only shows in acting and relative experiences. 4.The obvious differences between different customers at different ages show in five experiences-sense, feeling, thinking, action and relation. Besides, the more customers experience in five experiences, the more loyalty customers will have. In other words, it’s really practical to enhance customers’ loyalty by putting experiential marketing into practice to create customers’ wonderful consuming experiences. However, it doesn’t mean such coffee shops have the most customers because most customers are mainly attracted to the design and the atmosphere that coffee shops create. Most customers don’t pay much attention to the quality of home roast coffee beans and the flavor of the coffee. It’s practical for the owners to promote in various ways and establish their own brands.