A Study of the Effect of Emotional Design, Service Quality, Experiential Marketing, and Brand Value on Customer Satisfaction: A Case of Silver Decoration Cultural Creative Design Chain Store

• Main Authors: Chen, Chao-Fu, 陳鉊馥
• Other Authors: Ou-Yang, Hou
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/mzcf4e

碩士 === 崑山科技大學 === 企業管理研究所 === 107 === In this study, samples were selected from the store customers, employees and their supervisors of silver love brand silver decoration cultural creative design chain store Annshop. The questionnaire was issued during April 18 to April 28, 2019. A total of 800 questionnaires were issued, valid questionnaires were 753. The empirical results are as follows: emotional design has obvious significantly positive impact on service quality, experience marketing, brand value and customer satisfaction. Service quality has significantly positive impact on experience marketing, brand value and customer satisfaction. Experience marketing has significantly positive impact on brand value and customer satisfaction. Brand value has significantly positive impact on customer satisfaction. The total effect from emotional design to customer satisfaction is significant, and the direct effect is not significant. The total indirect effect on customer satisfaction through service quality, experience marketing and brand value is significant, with complete mediation effect, and there exist 4 indirect effects reach significant level: such as the indirect effect of emotional design on customer satisfaction through "service quality", second, through " service quality " and "brand value", third, through "experience marketing" and "brand value", and fourth, through "service quality" , "experience marketing" and "brand value".