A Research of the Relationship between the Experiential Marketing and Customer Satisfaction - A Case Study of Information Technology Education Center
碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 97 === Now, Experience Economy epoch has made its entrance. This suggested that consumers should also ask whether they can attain unforgettable experience and spiritual satisfactions from the process of purchasing. In which, "Experiential Marketing" may b...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/05992334343817008905 |
| Summary: | 碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 97 === Now, Experience Economy epoch has made its entrance. This suggested that consumers should also ask whether they can attain unforgettable experience and spiritual satisfactions from the process of purchasing. In which, "Experiential Marketing" may become a new trend.
This research used Schmitt, which proposed the concept of Experiential Marketing in defining the final goal of marketing is to provide valuable experiences that can be used to back-up for fundamental theoretical phenomenon. The main characteristic of this research is to discuss the intangible information education and training service by using the fundamental theory of Experiential Marketing to take a further step into the correlation between consumer’s experience and satisfaction. We hope to provide an alternative way of strategic thinking when dealing with the competitive information education and training industry.
Focus on the information education and training center by adopting Experiential Marketing, customer satisfaction, and population statistics variables’ three main variables to form the frame of this research. As the result proclaimed the following information:
1. Diverse variable background has correlation to customers’ satisfaction.
2. Experiential Marketing has an apparent correlation to customers’ satisfaction level. After going through multiple stepwise analyzed that Experiential Marketing is capable of predicting consumers’ satisfaction level.
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