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The purpose of this paper is to study on the impact of consumers’ experience to their loyalty in the city of Guangzhou. Based on the related literature study, it has been built the concept model of causal relationship among experiential medium, experiential value and consumer loyalty. We use the empirical study to analyze the model by statistical analysis with SPSS16.0. In this paper, a total of 9 hypothesizes are brought forward. 240 questionnaires are sent out and 202 valid questionnaires are received. Our results indicate that the coffee shop’s environment affects the functional value, emotional value and social value positively, and personal service has a significant impact on functional value and affective value. Emotional value and social value also have a significant impact on consumer loyalty but functional value does not have a direct impact on loyalty. However, different individual characteristics have a significant impact on consumer loyalty. The results suggest that competitive advantages can be achieved from Brand-building and themeshaping experience. Keywords—Experience; Experiential Value; Loyalty; Coffee Chain

The Empirical Study on Impact of Consumer Experience to Consumer Loyalty of Coffee Chain in Guangzhou