| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 101 === There are many cafes, theme restaurants, theme park, etc., they are rendered features with different interpretations. We can see that creating unique through the way of use theme in many restaurants, and that customers aren’t bored during the meal, at the same time, they feel excited from start to finish. In recent years, KUSO has breaking the boundaries of the internet world and gradually into the physical environment. The use of KUSO is getting mature in currently marketing market, but the overall still tends to be weak. This cause motivation of combining KUSO with theme restaurants in the research, and the purpose is that, using KUSO in marketing practices more effective.
This study takes the Modern Toilet Restaurant as an example to survey the KUSO experiences of customers, by sending 400 questionnaires in total.
393 were collected and 386 copies were verified, the effective response ratio is 96.5%. Descriptive statistics, correlation analysis, validity analysis, reliability analysis, and multiple regression analysis were applied in this study.
The results of study are as follows, first of all, KUSO experiences have partial positive effect on the experiential quality, experiential quality has positive effect on experiential values, experiential value(function values, social values, epistemic values) has positive effect on experiential satisfaction, and the last, experiential satisfaction has positive effect on the customer loyalty.
This study discovers the consumer’s experience and effects between variables by a new perspective of KUSO, tries to expand the scope of experiential marketing. Generalizing the conclusion as above, the finding is almost consistent with the motivation for this study from beginning. Based on research results, we suggest that owner of theme restaurants can offer not only basic meals and services, but another type of experience by transmitting the concept of KUSO. In the leisure place which people relax their body and mind, special experience can excite experience course of customers, and further more upgrade the satisfaction and loyalty.
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