The Study of Experiential Marketing, Customer Satisfaction, and Behavioral Intention--A Case Study of National Museum of Natural Science

• Main Authors: Tung,Hsin-I, 童欣儀
• Other Authors: Chiang,Chih-Cheng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/9meh9f

碩士 === 國立臺中教育大學 === 教育學系 === 102 === The experiential marketing is a very important tendency in the marketing area. But in the domestic literature, the whole research literature regarding the experiential marketing, customer satisfaction and the behavior intention for National Museum of Natural Science is quite deficient. Therefore the main discussion of this research is about the influence of experiential marketing to behavior intention, and linked by affiliation customer satisfaction to the relations of each various variable to discuss the result which during various variables mutually affects produces. The samples of this study were collected from the consumers who ever been to the National Museum of Natural Science. Total sample size was 450 consumers, and valid sample size 400 consumers. The outcomes of the research are as follows: First of all, experiential marketing is positively influenced to customer satisfaction. Secondly, experiential marketing is positively influenced to behavior intention. This research also discovered that customer satisfaction has intermediary effect between experiential marketing and behavior intention. Key words: experiential marketing, customer satisfaction, behavior intention, National Museum of Natural Science.