The Success Factors of Using Wireless Local Area Network to Enhance Experiential Marketing in Retailing Industry：The Case of Department Stores in Kaohsiung

• Main Authors: Su-hsing Leu, 呂素幸
• Other Authors: Kuang-Wu Koai
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/35180425898586134446

碩士 === 國立中山大學 === 傳播管理研究所 === 94 === This study explores the application of wireless local area network (WLAN) in retailing industy for enhancing experiential marketing. As competition in the retailing industry increases, added with new entrants competing for old customers, department stores nowadays must consider new ways of attracting customers. Against that backdrop , experiential marketing becomes increasing important. Taking Kaohsiung’s six department stores as cases for study, the author conducted a two-wave survey to examine whether and to what extent visitors of deparment stores appreciate the introduction and possible deployment of wireless local area networks as a means for enhancing experiential marketing. Using analytic hierarchy process (AHP) as a research method, this study sorts out not only the key success factors of introducing wireless Internet in the context of department stores but also the priority setting of those key success factors, which includes seventeen elements falling into five categories. Broadly put, marketing and promotion stands out as the first priority setting, followed by business model and infrastructure. The finding of such priority setting has deep implications for experiential marketing which also falls into five modules of analysis: sense, feel, think, act and relate. It shows that visitors are more satisfied with the aspects of sense and feel, whereas the other three leave rooms for improvement. By introducing and deploying information and communications technologies, such as WLAN, that weakness of experiential marketing can be improved.