The Influence Of Customer Experience On Brand Identification For The Field Of Western Fast Food

Western fast food industry as an industry of high customer contact, everyconsumption of consumer is a firsthand experience. Therefore, the study of customerexperience is important for Western fast food industry. McDonald’s, Starbucks and otherWestern fast food companies take customer experience in their marketing model, andachieved better results. But so far there are no scholars study the impact of the customerexperience on brand recognition mechanism for the field of Western fast food. Therefore,the goal of this study is an in-depth study for the impact of the customer experience onbrand identification mechanism for the field of Western fast food and to provide usefulguidance for the enterprise’s experience management practice.Firstly, the paper begins with the research question and purpose, and describes thecurrent development of the Western fast food at home and abroad and the reasons to addexperience into brand building. After that, is the review and study of a large number ofdomestic and foreign literatures on customer experience, brand identification and therelationship between then, and gives research model and assumptions. Then, in order tostudy the Western fast food industry, the paper conducts a questionnaire survey research,and analyzes data, including descriptive statistical analysis of data reliability, reliabilityanalysis, validity analysis and structural equation analysis and correction by SPSS17.0and LISREL8.7. At the end, comes to the conclusions and outlook, based on conclusionsthis paper recommend marketing proposals for Western fast food companies.The main conclusions are as follows: Fist of all, the customer experience is dividedinto five dimensions including sensory experience, emotional experience, thinkingexperience, action experience and association experience. Brand identification is dividedinto two dimensions including personal brand identification and social brandidentification. Secondly, sensory experience, emotion experience, thinking experience,action experience have a significant effect on the personal brand recognition; Sensoryexperience, thinking experience, action experience and association experience have asignificant effect on social brand recognition. Finally, Sensory experience has the greatestinfluence on the personal brand identification. Association experience has the greatest influence on the social brand identification. According to the conclusions，this paperprovides some marketing suggestions, such as designing pleasing sensory experience,increasing human care, and strengthen emotion experience, building a brand image tostrengthen the think experience, enhancing interaction with customers to improve actionexperience, and strengthen association experience to enhance the social brandrecognition.