The Impact Of Experiential Marketing And Service Quality Of Beauty Industry Consumer On Customer Lifetime Value - The Price Factor As A Moderator

• Main Authors: Shih, Chun Hao, 施春好
• Other Authors: Tsai, Wen ling
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/32ja75

碩士 === 正修科技大學 === 化妝品與時尚彩妝研究所 === 102 === Abstract Moderns value the maintenance of good health status for themselves. To enjoy the beauty service in a comfortable environment has become a way of relaxation for moderns to love themselves. Therefore, the beauty industry has grown rapidly in the past years, but consequently the market is becoming so competitive and nearly saturated. Facing such a fierce marketing competition, the strategies to run the business for the proprietors are to create new customers, maintain the loyalty and increase the return rate for their old customers. The purpose of current research is to use the price as a moderator investigate the impact of experiential marketing and service quality of beauty industry consumer on the customer lifetime value. We collected 488 valid questionnaires from 23 beauty stores located at Southern Taiwan. The statistics process was performed by using the statistical software of SPSS 19.0 and AMOS. We observed the following results: 1.A significant interaction (p＜0.05) was observed for the association of the price factor and the service quality with the custom lifetime value. A higher price revealed a higher impact of service quality on the custom lifetime value. 2.No significant interaction was observed for the association of the price factor and the experiential marketing with the custom lifetime value. 3.In the regression model, a significantly positive impact of the domains of experiential marketing and service quality with the custom lifetime value was observed (Adjusted R2=75.8%，p＜0.001)。. 4.Among the five scales in the domain of experiential marketing, the scales of thinking﹝B＝0.333，p＜0.001﹞, action﹝B＝0.258，p＜0.001﹞, and relevance﹝B＝0.218，p＜0.001﹞ were positively correlated with the custom lifetime value. (Adjusted R2=74.4%，p＜0.001)。 5.Among the five scales in the domain of service quality, the scales of tangibility﹝B＝0.144，p＜0.01﹞, reactivity﹝B＝0.137，p＜0.05﹞, assurance﹝B＝0.336，p＜0.001﹞ and solicitude﹝B＝0.250，p＜0.001﹞were positively correlated with the custom lifetime value. (Adjusted R2=72.5%，p＜0.001)。 6.By using the SEM to verify the models of the cause and effect relationship for the experiential marketing with custom lifetime value or the relationship of service quality with custom lifetime value, the coefficients revealed in the models are positive and strongly significantly (p＜0.001).