상하이 모터쇼의 브랜드 품질이 고객만족과 브랜드 충성도에 미치는 영향: 혼잡지각의 조절효과

Purpose - This study aims to empirically analyze the relationships among brand quality, customer satisfaction, brand loyalty, and perceived crowding at the Shanghai Motor Show. Specifically, it examines how brand quality influences customer satisfaction and brand loyalty, with a focus on the moderating effect of perceived crowding in these relationships. Design/methodology/approach - The data were collected using self-administered questionnaires from attendees of the Shanghai Motor Show between May 15 and July 5, 2024, resulting in 489 valid responses used for analysis. To test the hypotheses, Hayes' PROCESS Macro Model 1 and 4 were employed. Findings - Brand quality positively impacts customer satisfaction, with higher brand quality leading to increased customer satisfaction. Additionally, higher customer satisfaction was found to enhance brand loyalty. Brand quality significantly influenced brand loyalty through the mediating effect of customer satisfaction, with customer satisfaction partially mediating the relationship between brand quality and brand loyalty. Lastly, crowding perception was found to moderate the relationship between brand quality and customer satisfaction, such that the impact of brand quality on customer satisfaction was strengthened under high crowding perception. Research implications or Originality - This study suggests that the Shanghai Motor Show can maximize customer satisfaction and brand loyalty through optimizing visitor flow to alleviate perceived crowding, implementing experience programs, incorporating real-time feedback and personalized services, and maintaining customer relationships with post-event benefits.