earticle

영어

The purpose of this research is to find the relationship between the experiential value of basketball shoes and motion reaction and customer loyalty through experiential analysis and to provide information for marketing activity and strategy of basketball shoes. Through the survey conducted to 300 basketball club members in 20~30 ages living in Seoul, Korea, this research used 289 of them for analysis. In analysis of actual proof, SPSS 18.0 and AMOS 18.0 were used to conduct exploratory factor analysis, confirmatory factor analysis, structural equation. As a result, First, experiential value has an impact on emotional reaction except service excellence sub-factor of experiential value. Second, experiential value has an impact on customer loyalty. Third, positive emotional reaction among emotional reaction has an impact on customer loyalty, but negative emotional reaction has not impact on customer loyalty.