The impact of customers' emotional experience on customers' repurchase : a case study of taking multimedia restaurants

顾客的情感体验对顾客再次购买的影响—以多媒体餐厅为例

Name: Ling Wang

LCSH: Customer relations -- Case studies

LCSH: Relationship marketing

LCSH: Customer loyalty

Abstract: Due to the improvement of people's living standards, consumers’ demand has gradually been upgraded from material consumption to experiential consumption. Facing the fiercely competitive market, catering companies must not only rely on product value and service innovation, but also fully understand the emotional needs of customers. They would start from the psychological and perceived value of people at different levels, and then fully understand their thoughts and purchasing intentions in order to gain a long-term basis in the increasingly saturated catering market. The main objective of this research is to explore the relationship between repurchase, customer emotional experience and other related variables in the context of restaurant multimedia consumption. In this article, the consumers perceiving restaurant multimedia were used as the research object. The data were collected through the questionnaires, and the research was conducted using quantitative research method and divided the relationship between various variables. In this study, the sample data were processed through analysis methods including reliability, validity and descriptiveness. The hypothesis is verified. Finally, on the basis of the problems of the modern catering industry, providing feasible suggestions will help catering companies to improve marketing and provide services

Abstract: 随着大众生活水平的提高，人们消费需求已由物质消费逐渐升级为体验消 费。面对竞争激烈的市场，餐饮企业不仅要依靠产品本身的价值、服务的创新， 更要充分了解顾客的情感需求。从不同层次人的心理和感知价值入手，充分了解 他们的想法和购买意图，这样才能在日渐饱和的餐饮市场立足长远。 本研究的核心内容在于，在多媒体餐厅消费情境下，探讨再次购买、顾客情 感体验等有关变量的关系。在本文中，以多媒体餐厅消费人群为研究对象，结合 问卷调查的方式收集数据，并在数据基础上开展量化研究，创建出研究模型，分 各变量之间的关系。在本文中，样本数据通过信效度、描述性等分析方式进行处 理，并对假设进行验证。最后，在现代餐饮业的问题基础上，提供可行性建议， 有助于其更好的进行营销和服务

Rangsit University. Rangsit University Library

Address: Pathum Thani

Email: rattanapornn@rsu.ac.th

Name: Yang Shuchen

Role: Advisor

Created: 2021

Modified: 2565-12-13

Issued: 2022-12-13

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Rangsit University

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