The Research of Experiential Marketing, Experiential Value, Satisfaction and Loyalty：A Case Study of Additional All-out Defense Military Summer Camps in 2013.

• Main Authors: Chung, Shih-Hung, 鍾士宏
• Other Authors: Tao, Shenng-Ping
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/r8xf28

碩士 === 國防大學政治作戰學院 === 新聞碩士班 === 102 === Through the coming of marketing generation, touching consumers' emotion, creating merchandises' special value has become the first goal. After the Military Summer Combat Camps, MND creates four new camps this year to propagate different military professions, expand experience depth, and enhance civilians' All-out defence ideas. Therefore, this study tries to research the members of four additional camps. Discuss the relationship between experiential marketing, experiential values, satisfaction, and loyalty. In the mean time, this study results recommend effective advise for MND in the future. This study uses purposive questionnaire survey. It has conducted on additional all-out defense military summer camps in 2013.Total of 325 questionnaires were giving out and 304 valid questionnaires were collected with valid recovery rate of 93.5%. By using SPSS18.0 statistical analyses software to analyze data. The conclusions of this research are summarized as follow: (1) The influence paths of experiential marketing, experiential values, satisfaction and loyalty all are obvious; (2) There is a obvious relationship between experiential marketing, experiential values, satisfaction and loyalty; (3) Members of different camps have obvious difference on experiential marketing, experiential values. Otherwise, their satisfaction and loyalty of joining military are just a few differences; (4) The variable “Experiential Value” in this study is the most effective one to project the loyalty.