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URN etd-0710114-180033 Statistics This thesis had been viewed 1552 times. Download 793 times. Author Ya-Fang Huang Author's Email Address No Public. Department Management Business Administration Year 2013 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 186 Title THE RELATIONSHIP AMONG BRAND EXPERIENCE, SATISFACTION, COUNTRY-OF-ORIGIN AFFINITY AND LOYALTY-TAKE STARBUCKS COFFEE AS AN EXAMPLE Keyword conative loyalty affective loyalty cognitive loyalty satisfaction brand experience country affinity country affinity brand experience satisfaction cognitive loyalty affective loyalty conative loyalty Abstract With the advance of technology and the enhancement of material life, consumers are not only pursue products itself functional attributes but products which bring additional values and brand which provides experience. With time passing, these long-term brand experiences will store in the memory of consumers and thereby affect consumers’ satisfaction and loyalty (Oliver, 1997; Reicheld, 1996). With the coming era of brand experience, except for understanding the functional attributes of products, it is vital to explore that brings wonderful experiences for customers could obtain more positive influence. The research is mainly exploring the relationship between brand experience and loyalty, which include three steps of loyalty (cognition loyalty, affection loyalty and conation loyalty). Finally, we put a moderator, country affinity, to see whether country affinity will have the moderating effect or not. The participant is mainly focus on Starbucks consumers who over 25 years old in Taipei City. The total retrieve questionnaire is 343, after removing invalid questionnaire, the valid questionnaire is 312, and the valid questionnaire is 90.96%.
The results show the effect of brand experience on three different kinds of loyalty have distinct results, especially the effect on affective loyalty and conative loyalty are influenced by satisfaction, which is inconsistent with former research. This conclusion helps to explain the former research studies which indicated that the direct or indirect effect of brand experience to loyalty. In addition, this research discovered that the effect of brand experience on affective loyalty and conative loyalty are influenced by satisfaction. The probable reason is that the effect of brand experience to loyalty may differ from products categorization. As for experience product of Starbucks, the effects of brand experience on affective and conative loyalty are through satisfaction. Thus, this research provides empirical support that “When exploring the effect of brand experience to loyalty should separate into three kinds of loyalty.” The result also discovers country affinity has the moderating effect between satisfaction and cognitive loyalty.
Advisor Committee Pi-Chuan Sun - advisor
Files Date of Defense 2014-06-23 Date of Submission 2014-07-11