Nowadays, the value of a cup of coffee is not only the coffee qualities promoting but also the satisfaction of customers by the process of making a coffee. The third trend of coffee focuses on the coffee beans as well as the reaction and value between coffee and customers. The rise of the specialty coffee makes customers have different cognitions about the value of coffee and the coffee become more delicate and more social value.
In this study, sampling questionnaires were used for data collection, and the distribution samples were the people experiencing goods or services from Blue Bottle Coffee in the Japanese market. Researching the image, customer loyalty and repurchase intention and conduct empirical research results analysis of descriptive statistics, variance analysis, correlation analysis and regression analysis.
According to the test results, it is found that experiential marketing, brand image, customer loyalty and repurchase intention have a positive and significant impact. The five components of experiential marketing have a positive and significant impact on customer loyalty, brand image and repurchase intention; the two components of customer loyalty have a positive and significant impact on repurchase intention. And the three components of brand image have a positive impact on repurchase intention to a significant impact. Customers with different demographic variables have some significant differences in each dimension. Middle-aged groups have a very high acceptance of Blue Bottle Coffee, and even middle-aged high-income earners are more likely to generate loyalty than middle-income earners. People with flexible working hours such as service or sales or with high emotion-releasing needs can obtain satisfaction from all aspects of experiential marketing.
