The Research of Customer Satisfaction in Combinations Rural Between Wineries and Experienced Marketing

• Main Author: 謝彥慧
• Other Authors: 陳光谷
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/72794034724056487549

碩士 === 國立彰化師範大學 === 會計學系企業高階管理 === 100 === Taiwan's accession to the WTO for the farmers and farmers' associations and even the entire agro-ecological is the impact of domestic social, economic and political environment of change and cross-strait relations have been developing rapidly changing situation. Agricultural enterprise management has become an inevitable direction of agricultural development efforts toward modernization refined. In view of this, farmers and agricultural organizations also have to transform itself in order to meet the trend of the times, another the miracle of another agricultural economy. In recent years, Erlin farmers have switched to growing other crops, is regrettable that can not be with local characteristics such as the Golden Grape-like, it is of little help to improve their lives to promote the overall economic Some farmers turned to wine production , the development of processed agricultural products with local characteristics , with tourism, leisure, recreation, development of rural winery in order to enhance the added value of China's agro-production. Therefore, this study of rural leisure winery experiential marketing, consumer involvement and customer satisfaction as the purpose of this study. 1.Found by the study An experiential marketing has a significant positive impact on consumer involvement. 2.The importance of consumer involvement in the product, the product exceeded, the product symbolic of all has a significant positive impact on customer satisfaction. 3.Experiential Marketing have a significant positive impact on customer satisfaction. 4.Consumer Involvement on experiential marketing and customer satisfaction has mediating effect.