| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 99 === This study focuses on the impact of experiential marketing and experiential value on customer satisfaction and customer loyalty. The research will be surveying the opinions of customers from Taipei Wanhua and Song Shan Sports Center by filling out questionnaires. The objectives of this research are:
(1) Understanding the background of customers; (2) Testing the mean differences on Experiential Value and Customer Satisfaction and Loyalty based on the demographic data; (3) Testing the relationship among major variables.
This research will apply such statistical tools as descriptive statistics, t-test,
one-way ANOVA and regression analysis to verify the relationships
among constructed factors and variables. The results indicate the following
several conclusions:
1. Experiential marketing has a positive effect on the experiential value; in other words, the positive value of sports will be raised when customers have a positive feeling for the experiential marketing activities held by the sports center.
2. Experiential value has a positive impact on customer satisfaction; that is, the positive value that customers feel from the experiential marketing provided by the sports center will enhance the positive degree of customer satisfaction.
3. Customer satisfaction has a positive influence upon customer loyalty; namely, customers find so great satisfaction in the service offered by the sports center that they feel the positive value.
4. Demographic variables show transparent mean average difference among experiential marketing, experiential value, customer satisfaction and customer loyalty.
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