Customer Experience Management and Adaptive Design to Enhance Brand Equity: A Moderating Effect of Gender
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Abstract
Apart from highly competitive restaurant businesses, consumers also tend to change their consumption style to respond to their own needs and wants with their designs. Regarding the restaurant business, survival lead to the use of marketing strategies including customer experience management and adaptive design to fulfill customer satisfaction and perceived brand equity. The study conducts 100 sampling customers from the restaurant, alias “Alpha.” To explore the influences of the strategic deployment of two factors on each population, we also test the significance of gender as the moderator in the theoretical model using the covariance structural model. The results showed that (1) Adaptive design and customer experience management are antecedents for consequence factors: satisfaction, and Brand equity for females, (2) Adaptive design is an antecedent for consequence factors: satisfaction and Brand equity for males, and (3) gender is a moderator in the conceptual model. The results also indicated that customer experience management needs to be improved to promote male customer satisfaction.
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