Developing Experiential Marketing Strategy with Fuzzy QFD Model

• Main Authors: Tzu-chiao Hsu, 徐子喬
• Other Authors: Tsuen-ho Hsu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/91560266652278563418

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 97 === Recently, experiece has seen as the fourth offering after commodities, goods, and service. No matter in what industry, they will discover that the next competitive battleground lies in staging experiences. Past research focused on relations between customer experiential value and customer satisfaction, behavior intentions, and customer loyalty, fewer research conclude that how should enterprise construct and develop the customer experiential value; also, fewer research pay attention to the customers’opinions which usually accompany the uncertainity and vagueness. As a result, this research evaluates consumers’ needs via quality function deployment (QFD) method, fuzzy analytic hierarchy process (FAHP), and extent analysis method to develop the experiential marketing strategy. 　　The investigation can be divided into three parts, to acquire the two segments’experiential value weights, at first stage, the questionnaire was distributed to customers who often shopping in the shopping mall. Second stage, investigating the two segments’ performance appraisal to the experiential value, obtains the improvement rate of attributes. At the third stage, we choose to interview the managers to get the relations between customer experiential values and experiential marketing strategies. Lastly, based on the customer experiential value, this research develops the critical experiential marketing strategy of the shopping mall. 　　This research chooses Dream Mall as the research subject. The finding showed that: (1) These two segments viewed the excellence and aesthetic value construct in different order. Besides, they both respect to the shopping convenience and shopping environment attributes. The difference between the two segments is main customer respect to the professional service attribute, while the subordinate customer respect to the convenient traffic attribute. (2) To delivering the experiential value, the critical experiential marketing strategy is：Service attitude, specialized knowledge, and way instruct strategies. (3) The shopping mall should use way instruct and service attitude strategies to improve the shopping efficiency attribute；Improving professional service by specialized knowledge；Finally, using promotes and product display strategies to upgrade the the publication design. Keywords：Customer Experiential Value, Experiential Marketing Strategy, Fuzzy Quality Function Deployment, Fuzzy Analytic Hierarchy Process, Shopping Mall