Yin, Chenjie
(2022)
Different types of experiences’ influence on younger consumer satisfaction and loyalty in the process of traditional beverage-selling industry’s development
---based on new-style tea industry in China.
[Dissertation (University of Nottingham only)]
Abstract
In the experience economy era, experience has become more and more important in people's daily life. With the increase of people's income and the development of productivity, consumers no longer just pay attention to the utility or function of the products, but try to experience fantasies, feelings, and fun generated in the consuming process. Nowadays, not only the pure service-providing company, but also some products-selling enterprises begin to focus on the creating experience for their consumers to enhance their competitiveness in the industry. Traditional product-selling industries are facing the difficulty of attracting young consumers. Although young consumers present high respect and acceptability to the traditional product, the traditional products’ consumption of young generation is still decreasing. Chinese tea industry is a typical traditional beverage-selling industry which has the difficulty, the main consumers who purchase traditional tea products (e.g., bulk tea, packaged tea) are the middle-aged and the elderly, the industry barely have young consumers. However, the rise of the new-style tea industry is an interesting phenomenon, which attracts many young consumers to purchase tea-related drinks and products. this provides an entry point to investigate different types of experience’s influence on younger consumers in the process of traditional beverage-selling industry’s development.
The research objective of this paper is to investigate the effects of different types of experience (including sense, enjoyment, act, think, relate and novelty experience) on young consumers’ satisfaction and loyalty in the process of traditional beverage-selling industry’s development. Based on the objective, the author used quantitative research methodology to carry out the experience research in traditional beverage-selling industry. To be specific, this paper used purposive sampling of non-probability sampling, carrying out questionnaire survey to collect data from young Chinese consumers. A total of 298 questionnaires were obtained in China. Thereinto, the qualified questionnaires' amount was 258. The author mainly conducted regression analyses with the variables of six pre-set experience dimensions, consumer satisfaction and consumer loyalty. On the basis of SPSS analysis result, the main findings are: (1) different types of experience can positively affect consumer satisfaction, thereinto, sense, feel, relate and novelty experience have significant influence on consumer satisfaction while think and act experience shows no significant influence; (2) consumer satisfaction can positively affect consumer loyalty; (3) different gender consumers could have different purchase frequency of experience-developed Chinese traditional beverage---new-style tea; (4) currently, consumers tend to be overall satisfied with all six types of experience provided by the brands and companies currently in the experience-developed Chinese traditional beverage-selling industry. The conclusions of this paper are: (1) experience can be an effective way to enhance consumer satisfaction in traditional beverage-selling industry; (2) consumer satisfaction is an important factor to promote consumer’s purchase intention or behaviours in traditional beverage-selling industry; (3) on the foundation of using classic experience model, adding tailored experience dimensions is important when carrying out experience research in specific industries. Generally, this paper contributes to the further understanding of experience's influence in the process of traditional beverage-selling industry’s development. Besides, this paper also provides some managerial advice for market practitioners on the basis of the research result.
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