Cuostomer Trust And Customer Loyalty Research Based On Customer Experence

With the arrival of the era of experience economy, experience marketing emerges as the timesrequire. When customers buy products and receive services,they expect getting well experience.Providing valuable experience can improve the customer satisfaction and enhance the customerloyalty, then ultimately promotes the formation of customer loyalty. As studing custom experiencemarketing has practical singificance and the academic circles is few about customer experience,customer trust and customer loyalty, this paper wants to study the relationship between customertrust and customer loyalty based on customer experience marketing.A variety of different experience will be produced in the process of consumption.And based onreviewing related documents, customer experience is divided into five dimension of sensory,emotion, experience, thinking, action and relationship. Providing wonderful customer experiencecan improve customer trust and be helpful for cultivate customer loyalty. Through the empiricalresearch of designing the questionnaire, collection and analysising the data, this paper verifies therelationship between customer trust and customer loyalty based on customer experience,. Theresults show that: the customer experience have significant influence on customer trust, but theeffect is different on custom loyalty. Finally, the paper puts forward marketing managerialimplications and the direction of future research.