The Impacr Of Customer Experience On Customer Satisfaction And Customer Loyalty

In the fierce market competition, customer satisfaction and customer loyalty has become a key factor affecting the development of enterprises. The customer experience has a direct or indirect impact on customer satisfaction and customer loyalty. Scholars have described the relationship between a positive correlation the existence of customer satisfaction and customer loyalty, but it is still inadequate for the customer experience path how to influence customer satisfaction and customer loyalty.This article believe that the customer experience have a direct impact on the customer satisfaction, the impact of the path are the three dimensions including brand experience, product experience and service experience.Good customer experience is the foundation of customer satisfaction, while a good experience not only brought higher customer satisfaction, but also the formation of customer loyalty. Starting point for the customer experience, customer loyalty is the end of the study, combined with customer satisfaction model, the comb of the relationship between the three paths. The basic logical framework of the model are as follows:the first experience is brand image before the perception of customers experience a product, a good brand image will lead to customer decision making, thus further The experience of the products and services. Interact with customers through corporate channels, products and services experience. A good customer experience will stimulate the customer’s emotional factors, and thus get the customer satisfaction. And customer interaction process, continued more customer satisfaction, will be further formed on the loyalty of customer emotions in determining the decision on the next processThis article’s study is about Broadband services. Basing the Kano model theory, the elements of the experience of qualitative analysis, the article think that product experience is the basic factors affecting the user experience, service experience is the elements affecting the user experience performance of factors, brand experience is the most motivating factor to affect the user experience. In the case of effective resources, to improve the customer experience the product cost will be the most effective way to improve customer satisfaction, improve customer experience on the corporate reputation will be the most effective way to increase customer loyalty..