| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === The main purpose of this study is to discuss the impacts of experiential marketing and customer satisfaction on customer loyalty of coffee shop chain in first and second tier cities.
A survey was conducted in Shanghai and Nanzningz. On the one hand, we received 225 complete questionnaires in Shanghai, giving a 95% response rate, and 220 of them are useful. On the other hand, we received 229 complete questionnaires in Nanzningz, giving a 95% response rate, and 220 of them are useful.
The findings of this research indicate that: (1) In Shanghai and Nanzningz ,experiential marketing positively affects customer satisfaction. (2) In Shanghai and Nanzningz , customer satisfaction positively affects customer loyalty. (3) In Shanghai and Nanzningz, experiential marketing positively affects customer loyalty.(4)Differences between Shanghai and Nanzningz will significantly moderate the relationship between experiential marketing and customer satisfaction. (5) Differences between Shanghai and Nanzningz will significantly moderate the relationship between customer satisfaction and customer loyalty.
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