The Relationships Among Experiential Marketing, Customer Satisfaction and Consumer Behavioral Intention: The Study of Starbucks in China

Published: 24 April 2020| Version 1 | DOI: 10.17632/7zztbrphff.1
Contributor:
Jie Shen

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Objective 1:Determine whether the experiential marketing dimensions applied at Starbucks in Shanghai have any effects on consumer satisfaction. Objective 2: Determine whether the experiential marketing dimensions applied at Starbucks in Shanghai have some direct or indirect effects on consumer behavioral intentions that indicate their post-purchase tendencies. Objective 3: Determine whether the consumer satisfaction has any effects on behavioral intentions of the consumers of Starbucks in Shanghai that indicate their post-purchase tendencies. H1: Sense experience has a positive and significant effect on customer satisfaction. H2: Feel experience has a positive and significant effect on customer satisfaction. H3: Think experience has a positive and significant effect on customer satisfaction. H4: Act experience has a positive and significant effect on customer satisfaction. H5: High level of customer satisfaction has a positive and significant effect on repurchase intention. H6: High level of customer satisfaction has a positive and significant effect on word of mouth intention. H7: High level of customer satisfaction has a positive and significant effect on willingness to pay more intention. H8: Low level of customer satisfaction has a negative and significant effect on complaint intention.

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The contact method of delivering the questionnaire in this study used internet delivery. In the end, a total of 268 questionnaires were received, but 56 were excluded from the final data analysis because they did not meet the objectives of this survey, in other words, their respondents have never consumed at Starbucks. Thus, 212 valid questionnaire could be used in the subsequent data analysis and the usable rate was about 79.1%. And the statistical techniques such as excel and SPSS were used for the data analysis.

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Consumer Marketing

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