Research on the Relationship between Experiential Marketing and Customer Satisfaction of Rrestaurant-Friday's in Kaohsiung city‚Taiwan

• Main Authors: Ya-Hui Kuo, 郭雅惠
• Other Authors: Dr. Jui-Mei Yien
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/58460905571245240898

碩士 === 立德大學 === 休閒管理研究所 === 98 === The foods and beverages business in leisure industry not only emphasizes delicious foods, but also understands how to sell the service to add the value and how to promote the customer satisfaction for their experiential marketing and expectation in meat time. This research motive is for T.G.I. Friday's, to understand the relationship between the consumers in the experiential marketing and the customer satisfaction. This research can also provide the reference and the application for the franchisees in practical experiential marketing. This research result shows the strategic experiential modules (SEMs) of the five different forms (sense, feel, think, act, and relate) plan better , the product and the service will satisfy the customers more. Then , the customers more would rather pay this satisfying experience. The strategic experiential modules (SEMs) of the five different forms plan better, the experiential marketing will make better, the customers will be more satisfying, the expectation of customers will more fit in or even exceed. To sum up, this signifies good experiential marketing will reach the important target of customer satisfaction.