| Summary: | 碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === With the development of technology, Mobile App has gradually become an important platform for instant interaction between brand and customers. The development of mobile App is also a challenge and opportunity for company to promote brands and products through new channels. In the highly competitive service market, creating a quality experience has become a primary goal of each company, and the use of the brand App will be a new field of research. Based on the research of Kim & Yu (2016) brand App rand experience, this study explores the retail brand App brand experience hierarchy based on the four dimenions of the brand experience: affective experience, cognitive experience, behavioral experience, and relationship experience. The customer brand experience is a psychological subjective feeling depends on many attributes, the process is quite complicated, through Fuzzy Linguistic Preference Relations method. The method can improve the number of comparisons, and can also improve the accuracy of measuring the customer's psychology, and effectively improve the problem of inconsistent evaluation results.The main research object is the retail industry, which includes convenience stores and pharmacy for differential analysis, exploring the preferences of customer brand experience factors and the impact of satisfaction and loyalty.
The results show that under the different retail brands, the brand App rand experience preferences of convenience store and pharmacy are similar;7-ELEVEn, Family Mart and Hi-Life more attention to the relationship experience; 7-ELEVEn attaches great importance to “finding information”, the Family Mart pays attention to the “functional experience”, Hi-Life pays attention to “self-identity” It is recommended that 7-ELEVEn enhances the brand personality, brand obsession and behavioral active activity participation in the relationship experience, focusing on the customer's feelings about the brand and enhancing loyalty; the f Family Mart does not affect the loyalty. The obvious part is the result of high satisfaction. In the emotional and brand fascination attribute, Hi-Life suggests that the brand app can increase the customer's long-term love for the brand and link with the brand to improve loyalty. COSMED, Watsons are more attention to the behavioral experience. COSMED is attention to “functional experience”, and Watson pays attention to “active participation”. Both have a high impact on loyalty in active participation and brand fascination. It is suggested that resources can be invested in the richness of the functions of the App, so that customers can use the App more actively and establish emotional connections with customers. Brand fascination to increase the impact on loyalty.
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