The Impact of Experiential Marketing of the Home Furnishing Stores Toward Customer Loyalty

• Main Authors: Chen, Shu-Wei, 陳舒煒
• Other Authors: Chen, Ming-Chang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/95310424258930975540

碩士 === 國立臺北大學 === 企業管理學系 === 95 === In the early 21st century, the type of economy has transferred into experiential economy. The tangible commodities and services are not so important to consumers anymore, now they look for the unique experience in the process of consumption. Therefore, marketers have moved away from traditional feature-and-benefits marketing toward creating experiences for their customers. It goes without saying that the experiential marketing is very important. Furthermore, as the living standard grows up and leisure time increases, compatriots place more and more importance on the quality of life. That caused the rise of home furnishing stores in Taiwan in recent years. And many home furnishing stores apply the concept of experiential marketing. Data of the study were collected from the customers of home furnishing stores. The study uses SEM to examine the relationships among experiential marketing, experiential value, customer satisfaction and customer loyalty. The results from the empirical study: Any of sense, feel, and relation experience has a positive relationship on experiential value; experiential value has a positive relationship on customer satisfaction and customer loyalty; customer satisfaction has a positive relationship on customer loyalty.