How the Five Dimensions of Experiential Marketing Affect Customer Satisfaction: Focused on Starbucks

DOI

10.2991/aebmr.k.220603.119How to use a DOI?

Keywords

Experiential Marketing; Customer Satisfaction; Starbucks; Marketing Strategy

Abstract

With the continuous changes in various social factors, consumer habits have also changed accordingly, opening up the era of experience economy. Industry leaders have adopted different strategies in setting up their experience marketing strategies for differentiation. Focused on Starbucks, this paper designs an experience marketing measurement scale based on the five dimensions of experiential marketing proposed by Schmidt and related studies to explore the mechanism of experience marketing acting on customer satisfaction. Analyzing the data from the valid questionnaires, it is confirmed that sensory experience, emotional experience, action experience, and association experience all have a positive effect on Starbucks’ customer satisfaction, while the role played by thinking experience is not significant enough.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yixin Tian
PY  - 2022
DA  - 2022/07/01
TI  - How the Five Dimensions of Experiential Marketing Affect Customer Satisfaction: Focused on Starbucks
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 741
EP  - 746
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.119
DO  - 10.2991/aebmr.k.220603.119
ID  - Tian2022
ER  -