| Summary: | 碩士 === 國立臺南大學 === 運動與健康研究所 === 95 === This research aims at probing into the relationship of experiential marketing, experiential value, customer satisfaction, customer loyalty ; this research devised sport center questionnaires, and use it for this research’s tool. Send out 600 questionnaires altogether, and analysisd 579 qualified program counter storage with SPSS by statistic analysis including descriptive, t-Test, one-way ANOVA, Pearson product-moment correlation, Stepwise regression, Path analysis. The results indicate the following several conclusions:
1. Different salary and the educational background reflected experiential marketing, experiential value, customer satisfaction and customer loyalty.
2. There was obviously a relationship with the “experiential marketing, experiential value, customer satisfaction and customer loyalty.”
3. Function-playfulness of experiential value could be predicted by sense, relate, feel, think, action, experiential modules of experiential marketing ; Service-aesthetics of experiential value could be predicted by sense, relate, action, experiential modules of experiential marketing ; Customer satisfaction could be predicted by sense, relate, action, experiential modules of experiential marketing ; Customer loyalty could be predicted by sense, feel, action, experiential modules of experiential marketing ; Customer satisfaction could be predicted by function-playfulness, service-aesthetics of experiential value ; Customer loyalty could be predicted by function-playfulness, service-aesthetics of experiential value ; Customer loyalty could be predicted by customer satisfaction.
4. There was obviously use path-analysis with the “experiential marketing, experiential value, customer satisfaction and customer loyalty.”
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