品牌体验的驱动因素及其对顾客满意的影响——以餐饮品牌为例

Driving Factors of Brand Experience and its Effect on the Customer Satisfaction——Take Restaurant Brand for Example

在以品牌价值提升为核心的基础上,本文以餐饮业为研究对象,通过问卷调研,分析影响品牌体验的驱动因素,以及品牌体验各维度对感知价值以及顾客满意的作用机制,重点比较品牌体验各个维度及其驱动因素对感知价值和顾客满意的影响作用,使用路径分析法,找到提升感知价值进而提高顾客满意程度的关键因素。同时,提出了相应的营销建议。

Based on the view that upgrading the brand value is the central factor,the author selected restaurant brand as the research object,designed questionnaire and analyzed the driving factors of brand experience and mechanism of each dimension of brand experience effects on perceived value and customer satisfaction.The study emphasized on the compare each dimension of brand experience and its driving factors act on perceived value and customer satisfaction,and used the path analysis to find the key that promote the perceived value and then raise the customer satisfaction.Finally the author gave some marketing suggestion.