The Relationship Research of Experiential Moduels and Brand Equity-Starbucks Coffee Company

• Main Authors: Hui-Chi Chi, 紀慧琪
• Other Authors: Yih-Ming Hsieh
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/63949208280380503413

碩士 === 中國文化大學 === 觀光休閒事業管理研究所 === 93 === Due to the changes of consumptive pattern, the economy developing process has been changing from “Agriculture Economy”, “Industry Economy”, “Service Economy”, to “Experience Economy.” In 1999, Dr. Bernd H. Schmitt has pointed out that the first priority of marketing is consumer experience. The traditional way of marketing is no longer satisfied by consumers. Thus, companies in industry have to provide customers with various consumption experiences that can really influence their sense and touch their emotion. It provides good opportunities to establish long-term relationships with customers. The study examines the relationship between five SEMs (Strategic Experiential Moduls) (sense experience, feel experience, think experience, act experience, and relate experience) and brand equity (brand royalty, brand awareness, perceived quality, and brand associations) according to Schmitt (1999) and Aaker (1991)s’ studies. For quantitative analysis, it takes convenience sampling at 18 Starbucks coffee shops in Taiwan. 428 questionnaires were collected, and 18 were removed from the sample because of incomplete answers. The valid samples were 410. The response rate is 96﹪. The findings are as follows: (1) The influences of five SEMs (Strategic Experiential Moduls) on brand equity are significant correlative. (2) Sense, feel, act, and relate experience have positive influences on brand royalty. The feel experience has the highest positive influence on brand royalty, but the think experience has no significant influence on brand royalty. (3) Sense, feel, act, and relate experience have positive influences on brand awareness. The sense experience has the highest positive influence on brand awareness, but the think experience has no significant influence on brand awareness. (4) Sense, feel, and relate experience have positive influences on perceived quality. The sense experience has the highest positive influence on perceived quality, but think and act experience have no significant influence on perceived quality. (5) Feel and relate experience have positive influences on brand association. The relate experience has the highest positive influence on brand association but sense, think, and act experience have no significant influence on brand awareness.