The Relationships Among Experiential Marketing, Customer Satisfaction and Consumer Behavioral Intention: The Study of Starbucks in China

Objective 1：Determine whether the experiential marketing dimensions applied at Starbucks in Shanghai have any effects on consumer satisfaction. Objective 2: Determine whether the experiential marketing dimensions applied at Starbucks in Shanghai have some direct or indirect effects on consumer behavioral intentions that indicate their post-purchase tendencies. Objective 3: Determine whether the consumer satisfaction has any effects on behavioral intentions of the consumers of Starbucks in Shanghai that indicate their post-purchase tendencies. H1: Sense experience has a positive and significant effect on customer satisfaction. H2: Feel experience has a positive and significant effect on customer satisfaction. H3: Think experience has a positive and significant effect on customer satisfaction. H4: Act experience has a positive and significant effect on customer satisfaction. H5: High level of customer satisfaction has a positive and significant effect on repurchase intention. H6: High level of customer satisfaction has a positive and significant effect on word of mouth intention. H7: High level of customer satisfaction has a positive and significant effect on willingness to pay more intention. H8: Low level of customer satisfaction has a negative and significant effect on complaint intention.

研究目标1：探究上海星巴克所应用的体验营销维度对消费者满意度是否存在影响。
研究目标2：探究上海星巴克所应用的体验营销维度对体现消费者购后倾向的消费者行为意向是否存在直接或间接影响。
研究目标3：探究上海星巴克消费者的满意度对其体现购后倾向的行为意向是否存在影响。
H1：感官体验（Sense Experience）对顾客满意度具有显著正向影响。
H2：情感体验（Feel Experience）对顾客满意度具有显著正向影响。
H3：思考体验（Think Experience）对顾客满意度具有显著正向影响。
H4：行动体验（Act Experience）对顾客满意度具有显著正向影响。
H5：高水平顾客满意度对重购意向具有显著正向影响。
H6：高水平顾客满意度对口碑传播意向具有显著正向影响。
H7：高水平顾客满意度对溢价支付意向具有显著正向影响。
H8：低水平顾客满意度对投诉意向具有显著负向影响。