The Relationship among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty ─An Empirical Study of Taichung Cultural & Creatives Park

• Main Authors: Hsiang-Chih Chang, 張翔智
• Other Authors: Meng-Jang Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/29428195577506652611

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.