Nowadays, the luxury market is experiencing an intensive competition trend.
Business is hard to survive from distinguish itself from other brands. Creating superior
customer experience seems to be one of the vital objectives to remain competitive
advantage in current retailing environments. This study was designed to investigate
differences between levels of loyalty, perceived brand experience and retail experience,
among shoppers from a luxury brand. Data for this study were collected from a
convenience sample of 200 participants who were selected with personally experienced
of a luxury brand. Descriptive statistics were compiled on data for all respondents. Data
were analyzed by confirmatory factor analysis (CFA) to further assess the reliability of
the scale. In addition, structural equation modeling (SEM) was employed to observe
the relationships among the constructs and to test the remaining hypotheses. Results of
the study demonstrated differences among brand and retail experience that suggested as
drivers to afford experience to customer that successfully effectively affacting
customer¡¦s emotion positively towards a significant luxury brand. Furthermore, the
degree of expectation fulfillments generates satisfaction which, in turn intensifies
intentions toward repatronage decision in the future. Therefore, both brand experience
and retail experience embrace valuable feedback and feedforward to brand development
strategies and assist in achieving a mutually beneficial commitment for the brand to
gain the edge.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0705111-173801 |
| Date | 05 July 2011 |
| Creators | Wang, Woei-Huah |
| Contributors | Shih-Chieh Hsu, Min-Hsin Huang, Chun-Tuan Chang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0705111-173801 |
| Rights | not_available, Copyright information available at source archive |
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