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A Survey on Investigating the Customer Experience of Samsung Mobile Phones in China
- 1 UCSI University / Segway-Ninebot
* Author to whom correspondence should be addressed.
Abstract
Due to consumer shifts, experiential marketing has become one of the marketing strategies of many companies. In order to understand consumers’ brand identification and brand loyalty from the perspective of customers, this research established a new conceptual model based on the SEMs model. Among them, brand loyalty is the dependent variable, brand identification is the intermediating variable, and the five dimensions of customer experience (Sense, Act, Feel, Think, Relate) are the independent variables. Then, there is only quantitative research method used by this study, and the target population is young users of Samsung high-end mobile phone in China. After distributed the questionnaire online, this study finally got 225 responses from target respondents. Among them, there 56. 4%females and 43. 6%males. Then, the data of them were analyzed by PLS-Smart. According to the data analysis, this study found that Sense, Act, Feel, Think and Relate can explain the brand identification of consumers for 54. 8%, and brand identification can further explain the brand loyalty of consumers for 65%. Then, it found that Sense, Acy and Relate has positive impact on consumer’s brand identification, so the H1, H4 and H5 are supported. At the same time, it also found that brand identification has positive impact on consumer’s brand loyalty, so the H6 is supported. However, this study did not find the correlation between Feel, Think and brand identification, so the H2 and H3 are rejected.
Keywords
customer experience, Samsung mobile phones, survey
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Cite this article
Wei,Z. (2024). A Survey on Investigating the Customer Experience of Samsung Mobile Phones in China. Journal of Applied Economics and Policy Studies,13,1-19.
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