Studying the relationship among the experiential value, satisfaction and, loyalty: An case study of IKEA

• Main Authors: Li-yu Liao, 廖俐妤
• Other Authors: Dr. Min-Hsin Huang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/18375155218964457878

碩士 === 國立中山大學 === 傳播管理研究所 === 99 === When the generation of experience economy coming, customers are becoming care if the products or services which are company provide is what they need. Customers want what let them feel dizzy, what is able to touch their mind, stimulate their think, what is related to them, and also the product or marketing activities is connected to their life style(Pine II & Gilmore, 1999；Schmitt, 1999), it means that experience economy is becoming a trend of product consuming. Therefore, this study attempt to quote the Comprehensive model raised by Cronin, Brady and Hult (2000) and the Cognitive Model raised by Oliver(1980) as basic research frames, to prove the following goals of this study. After consumers which have been shopping in IKEA cognize the experiential value, whether their cognition will affect consumers’ satisfaction or not. In addition, consumers will have the brand loyalty to IKEA. According to the result, it provides some suggestions to their experiential marketing. According to the results, consumers’ experiential value will affect consumer satisfaction positively. When consumers’ satisfaction becomes higher, and their brand loyalty becomes higher. In addition, when consumers’ experiential value of playfulness becomes higher, and their brand loyalty becomes higher. However, some kinds of experiential value including aesthetics, service excellence and customer ROI have to let consumer have consumer satisfaction, then it can make consumers have loyalty to the brand.