Exploring the Effects of Servicescape, Brand Image, and Experiential Marketing on Customer Satisfaction

This research discusses about the correlation of brand image, services cape and experiential marketing with customer satisfaction through customer´s impression on enterprise brand image, customer is in-store services cape and participates in experiential process. Additionally the research uses experiential marketing as intermediate variable to study the influence of services cape and brand image on customer satisfaction and takes famous chain coffee shops in Kaohsiung and Tainan as research target. Research results indicate that services cape, brand image and experiential marketing present significant positive influence on customer satisfaction. Furthermore experiential marketing is possessed of partially intermediate effect. Research results can serve as an important reference of internal environmental display and consumer experience for chain service industry.