What drives experiential loyalty? A case study of Starbucks coffee chain in Taiwan

What is it about?

This study aims at identifying the dimensions of experiential quality and examining the relationships among experiential quality, experiential satisfaction, perceived value, experiential trust and experiential loyalty perceived by coffee chain customers. The findings reveal that there are four primary dimensions and 13 sub-dimensions of experiential quality in a coffee chain. In addition, the results indicate that affective quality is identified as the most primary dimension of experiential quality perceived by coffee chain customers.

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