| Summary: | 碩士 === 國立成功大學 === 國際管理碩士在職專班 === 97 === Due to the innovation within technology in the telecommunication industry, increasing numbers of mobile applications have been developed and launched into the mass market. Promoting these is difficult if it is based on the customers’ imagination only, rather than physical examples. This is because customers need to see, try and feel the applications in order to gain personal experience related to product specifications and weight. Through this experience, customers can then decide which products or applications they need.
This study discusses the relationship between different models of experiential marketing and customer loyalty, where customer perception is treated as a moderating variable. The study gathers data through the questionnaire investigation method to empirically test the experiential marketing versus loyalty intention relationship and interaction. The statistical analysis includes confidence analysis, validity analysis, factor analysis, Pearson analysis and structural equation modeling (SEM).
The results of this study show that experiential marketing and experiential value have a significantly positive influence on consumer satisfaction and customer loyalty. These findings provide valuable information for mobile service operators, allowing them to better understand consumer behavior, to plan for further product or service promotions, and to improve service quality and customer value, satisfaction, and loyalty.
|
|---|
