An Empirical Study On The Effect Of Experience Marketing On Customer Loyalty In Hypermarket

Throughout the domestic Hypermarket field,Internet companies' participation makes more competition between foreign companies and local companies.The cost of new customer is rising,and more and more customer would like to pay for good Experience.How to improve customer's loyalty through meeting their experience needs has become an urgent problem for enterprise to solve.The paper focuses on the effect of Experience Marketing on Customer Loyalty in Hypermarket and explores the mediating role of Customer Satisfaction.Based on the paradigm of perceptual-attitudinal-behavioral research in the theory of Consumer Behavior,the theoretical model of this study is constructed by reference to the dimensional division of variables in literature research and the theoretical model thought and framework of Yangjie(2016)and Wuhaifeng(2013).In the model,the Experience Marketing is an Independent Variable,Customer Loyalty is an Dependent Variable,Customer Satisfaction is an Intermediate Variable,and Customer Participation is a Regulator Variable.Among them,the dimensions of Experience Marketing include Sensory Experience,Feeling Experience,Thinking Experience,Action Experience and Related Experience,and the dimensions of Customer Loyalty include Behavioral Loyalty and Emotional Loyalty.Based on the theoretical model,the paper works on how Experience Marketing affects Customer Loyalty by means of questionnaire and data analysis.Some conclusions are drawn based on the empirical study: the sensory,emotional,behavioral and relational experiences of Experience Marketing are positively correlated with the Customer Loyalty.Intermediary variable Customer Satisfaction has some mediating effect between Experience Marketing and Customer Loyalty.In the process of Experience Marketing affecting Customer Satisfaction,Customer Participation plays an enhanced regulatory role,and the model has been proved to be valid after testing.