A Study of Effects of Experiential Marketing and Customer Identification on Loyalty- A Case of Construction Company

• Main Author: 王秀英
• Other Authors: 李元恕
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/2z9h68

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 102 === As economy improves in recent years the number of construction companies has been once again increasing thus results in a highly competitive environment in which customers are surrounded by plentiful construction companies. Accordingly, when developing marketing strategies in addition to the combination of 4P, it is necessary for construction companies to create differentiated services in a sense of soft power, i.e. adorable value of living as well as customer experiential activities. In terms of marketing theories, “experiential marketing” can be defined as “consumers are stimulated to a degree which can arouse their loyalty and identification byobserving or participating in certain events”. Experiential marketing does not solely focus on the product itself but provides a cognitive, emotional, notional and behavioral situation that creates the interaction between consumers and products. Through experiential activities, customers are encouraged to interact with others, even share their feelings with friends and relatives. By means of delicate activities to lock on the target customers of the company’s brands and products, we not only aim to carry out the experiential activity systematically but also forecast potential market response in branches. Moreover, it arouses public attention and exposure for the brands and products so as to fully reveal the benefits of experiential marketing. The study, which adopts the strategic experiential modules (SEMs) by Schmitt (1999) including five types of experiences i.e. sense, emotion, thinking, behavior and relationship, investigates the influence of customer identification, satisfaction and loyalty. Since our case study focus on the construction industry, we shall look into the designs of activities, atmosphere of spaces as well as service of receptionists to discover how brand value and superior service strengthen the consumer loyalty toward companies. When holding experiential activities, the essence of emotional and relationship marketing rests upon the cultivation of taste for customers which encourage them sharing their experience with others. Satisfaction has always been the fundamental element when shaping consumer identification and loyalty. Only by consecutively escalating satisfaction in the management of consumer loyalty and improving marketing by identification and service can we obtain substantial feedback in terms of loyalty.