| Summary: | 碩士 === 萬能科技大學 === 經營管理研究所 === 104 === Coffee culture, the cultural change of the society, but also gradually deepened people's daily life, drinking coffee and coffee consumption are not like easily just like you drink coffee, but the brand of the cafe shop is from empirical, this kind of situation lead to satisfaction.
In this study, Vietnam Starbucks to explore objects in the questionnaire, the present study, SPSS statistical software as a tool for analysis of the data, including the reliability analysis, descriptive statistics, one-way analysis of variance, explore experiential marketing.The main purpose of this study was to investigate Starbucks customers through product involvement, experiential marketing and experience the value of the relationship between customer loyalty through customer Starbucks coffee consumer experience, discussion by product involvement, experiential marketing, experience value and loyalty in turn impact on its customer behavior. In this study, the students as the main object of consumer groups, consumption had students research scope, purpose of doing so is to understand the young consumer.
In this paper, the results obtained are as follows：
(1) Product involvement has a positive significant effect on the marketing experience.
(2) Product involvement has a positive significant effect on the value of experience.
(3) Product involvement has a positive significant effect on loyalty.
(4) Marketing experience has a positive significant effect on the value of experience.
(5) Marketing experience has a positive significant effect on loyalty.
(6) The value of experience has a positive significant effect on loyalty.
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