The Relationship among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty ─An Empirical Study of Taichung Cultural & Creatives Park
碩士 === 朝陽科技大學 === 企業管理系碩士班 === 100 === Since the advent of experiencing economic era, the disparity between products and service is gradually vague. The feeling of participation in person became what the customer pursues. Such experiential marketing now is gradually popular. It is very important to...
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ndltd-TW-100CYUT51210292015-10-13T21:17:23Z http://ndltd.ncl.edu.tw/handle/29428195577506652611 The Relationship among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty ─An Empirical Study of Taichung Cultural & Creatives Park 體驗行銷與體驗價值對顧客滿意度與顧客忠誠度之關聯性研究-以台中文化創意產業園區為例 Hsiang-Chih Chang 張翔智 碩士 朝陽科技大學 企業管理系碩士班 100 Since the advent of experiencing economic era, the disparity between products and service is gradually vague. The feeling of participation in person became what the customer pursues. Such experiential marketing now is gradually popular. It is very important to enterprises to create an atmosphere or arena for customers, let them participate, enjoy together and obtain a good consumption memory. Consumer experiential marketing should be a big topic in the future. The Study is focus on the relationships among experiential marketing, experiential value and customer loyalty. The concept of experiential marketing is according to the research of Schmitt(1999).There are five dimensions in his study: the senses, feelings, thinking, acting and relating. The concept of experiential value is according to the research of Mathwick,Malhotra and Rigdon(2001).There are four dimensions in his study: customer return on investment, service excellence, aesthetics, playfulness. My research object is about Taichung Cultural & Creative Industries Park. I use convenient sampling to arrange my questionnaire. Research Methods are descriptive statistics, correlation analysis, regression analysis . The conclusions of this research are summarized as following. 1. The experiential marketing has significantly positive influences to experiential value. 2. The experiential marketing has significantly positive influences to customer satisfaction. 3. The experiential value has significantly positive influences to customer satisfaction. 4. Customer satisfaction has significantly positive influences to customer loyalty. Meng-Jang Lin Chen-Yao Chang 林孟璋 張真堯 2012 學位論文 ; thesis 84 zh-TW |
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碩士 === 朝陽科技大學 === 企業管理系碩士班 === 100 === Since the advent of experiencing economic era, the disparity between products and service is gradually vague. The feeling of participation in person became what the customer pursues. Such experiential marketing now is gradually popular. It is very important to enterprises to create an atmosphere or arena for customers, let them participate, enjoy together and obtain a good consumption memory. Consumer experiential marketing should be a big topic in the future.
The Study is focus on the relationships among experiential marketing, experiential value and customer loyalty. The concept of experiential marketing is according to the research of Schmitt(1999).There are five dimensions in his study: the senses, feelings, thinking, acting and relating. The concept of experiential value is according to the research of Mathwick,Malhotra and Rigdon(2001).There are four dimensions in his study: customer return on investment, service excellence, aesthetics, playfulness.
My research object is about Taichung Cultural & Creative Industries Park. I use convenient sampling to arrange my questionnaire. Research Methods are descriptive statistics, correlation analysis, regression analysis . The conclusions of this research are summarized as following.
1. The experiential marketing has significantly positive influences to experiential value.
2. The experiential marketing has significantly positive influences to customer satisfaction.
3. The experiential value has significantly positive influences to customer satisfaction.
4. Customer satisfaction has significantly positive influences to customer loyalty.
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author2 |
Meng-Jang Lin |
author_facet |
Meng-Jang Lin Hsiang-Chih Chang 張翔智 |
author |
Hsiang-Chih Chang 張翔智 |
spellingShingle |
Hsiang-Chih Chang 張翔智 The Relationship among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty ─An Empirical Study of Taichung Cultural & Creatives Park |
author_sort |
Hsiang-Chih Chang |
title |
The Relationship among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty ─An Empirical Study of Taichung Cultural & Creatives Park |
title_short |
The Relationship among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty ─An Empirical Study of Taichung Cultural & Creatives Park |
title_full |
The Relationship among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty ─An Empirical Study of Taichung Cultural & Creatives Park |
title_fullStr |
The Relationship among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty ─An Empirical Study of Taichung Cultural & Creatives Park |
title_full_unstemmed |
The Relationship among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty ─An Empirical Study of Taichung Cultural & Creatives Park |
title_sort |
relationship among experiential marketing, experiential value, customer satisfaction and customer loyalty ─an empirical study of taichung cultural & creatives park |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/29428195577506652611 |
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