Dissertation > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods

The Empirical Study of Customer Experiential Influencing Factor in Tea House

Author LiYingYing
Tutor WangYi
School Southwestern University of Finance and Economics
Course Marketing Management
Keywords tea house customer experience influencing factor emotional experience social experience customer character
CLC F719;F224
Type Master's thesis
Year 2009
Downloads 159
Quotes 2
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With the advent of the experience economy, as the hot and focus field of the marketing scholar concerned, the marketing services sector has become the direct beneficiaries of the experience economic. As an invisible product, service is the most direct performance of the customers to experience, and the experience marketing research of the service sector has become the most pressing and practical significance in the field of marketing.Tea house is a cultural characteristic of the service industry and a product of providing experience, the theoretical study lags the development of practice and the empirical research is few for tea house. More than 50,000 tea houses in china have maintained good momentum, but the tea house operators have not success with the grown up of the industry; the size of the house has not been expanded; there is no innovations of business model in fierce competition; the operating range is also only limited to the traditional tea culture area; the operation is not assort with the overall development of the industry.On the basis of absorbing and drawing lessons from domestic and foreign research results and practical experience, this paper draws out the factors of experience on customers for tea house through data analysis choosing Chengdu as a representative. On the one hand this paper argues that the quality of services and transport environment have a significant impact on the emotional and social experience of customers; pleasure-seeking orientation has a significant effect to the customer’s social experience; utilitarian orientation is not significant to the customer’s emotional experience and social experience; regional culture has a significant influence to the emotional experience of the customers. On the other hand, the differences of customer’s experience perception mainly come from age, education and income and the demographic characteristics is the biggest differences for the perceived quality of the service functions. In view of the above findings, this paper puts forward the relevant policies.Except researches the the factor of customer experience of tea house through the empirical analysis, this article decides also lies in arouses the management consciousness of tea house leaded by the consumer psychology and behavior.Taking root to consumer’s attention is very essential to the innovation of tea house as well as substantive development.The direction of this research may further develop is that be aimed at different type of tea house and choice different region to carry on the contrasted analysis

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