| Summary: | 碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 97 === Experiential Marketing has received great attention from enterprises and the marketing field. This trend corresponds to the fact that there is growing number of customers paying attention, beyond consumer goods themselves, to the service and the total quality of the consumer goods they purchase. The dialogue between enterprise and customers begins with enterprise observing the needs of the customers in the way of Experience Marketing. For example, Nike-Running Club designed experiential marketing programs and memberships to attract social group participation. This research used Nike-Running Club as a case to empirically study the relationships of Experiential Marketing, Experiential Value, Customer Satisfaction, Brand Image and Brand Loyalty.
Convenience sampling methodology is used to sample customers of Nike-Running Club. ANOVA and Regression analyses are used to analyze the data collected via questionnaire. The results show:
(1)ANOVA analyses indicate, variations among different demographic variable groups are significant. Especially, the frequent participants show higher Experiential Values, Customers Satisfaction and Brand Loyalty than less frequent participants.
(2)Empirical analyses of the measures of Experience Marketing, Experience Value, Customer Satisfaction, Brand Image and Brand Loyalty show: Among all the measurements at different analysis levels in regression models, sensing experience and playfulness have relative higher strength; thinking experience and customer return on investment experience value have less strength. Also, Experience Value has less impact on Brand Image.
(3)Customer Satisfaction, Brand Loyalty and Brand Image mutually influence each other. Among which, Customer Satisfaction has higher impact on Brand Loyalty.
(4)Experiential Marketing and Experience Value have significant positive correlation. Experiential Value, Brand Image, Customer Satisfaction and Brand Loyalty have significantly positive correlation with one another.
This research also conducted interviews to collect qualitative data to support and interpret quantitative analysis results and propose suggestions for future research.
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