Using Kano’s Model to Explore the Elements of Experiential Marketing on Theme Restaurants

• Main Authors: Kang-Hung Su, 蘇剛弘
• Other Authors: Cheng-Tsung Wang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/27436328655637592347

碩士 === 康寧大學 === 生產事業管理研究所 === 99 === In recent years, along with economic and personal income growth of Taiwan, the public not only value the effectiveness of service function but also its hedonic and pleasant aspects. Therefore, useing“Experiential Marketing”to attract consumers will become the trend now and in the future. This study uses the Schmitt’s “Experiential Marketing”as the basic theory and refers to relevant literature to explore the experiential perception to survey the experienced results of consumer’s different personalities on“Theme Restaurants”and how to apply the experience marketing on “Theme Restaurants”. This study applies Kano′s model to classify the quality attributes as must-be quality, one-dimensional quality, attractive quality, indifferent quality and reverse quality. The results of this study show that（1）9 items are classified as attractive quality, 11 items are classified as one-dimensional quality and 16 items are classified as indifferent quality.（2）There are statistically significant differences between customers with different demographics for some quality attributes.（3）This study used Matzler and Hinterhuber′s quality improvement index to calculate the extent of satisfaction and dissatisfaction. （4）According to the result of this study, the author proposed the recommendations for conservative marketing strategy and active marketing strategy.