Eliciting Brand Loyalty with Elements of Customer Experience: A Case Study on the Creative Life Industry

Abstract

The Creative Life Industry (CLI) is an experiential industry within the experience economy in Taiwan. Given the scarcity of research on the realms of experience and brand loyalty within this field of the CLI, this study aims to further our understanding of how designing valuable realms of experience can generate brand loyalty in customers. Employing a qualitative research method, the present study focuses on how the CLI is experienced. Data were collected using in-depth semi-structured interviews with 20 customers and through observations; secondary data at two CLI sites in Taiwan were also used. The findings indicate that many elements play a role within the realms of experience in CLI businesses. These include cultural experience interest, relaxing and entertaining programs, guided tours with educational and esthetic meaning, living esthetic program relatability, architectural style and esthetics, fashionable product design, living design different from routine life, and uniqueness of service facilities. Moreover, elements of escapist and esthetic experiences have more significant effects on brand loyalty than other types of experience. The theoretical and practical implications are provided for CLI businesses and researchers.