A Study on the Relationships among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty

• Main Authors: Ying-Chih Chien, 錢盈智
• Other Authors: Yao-Huang Tseng
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/90867080325109889365

碩士 === 大葉大學 === 企業管理學系碩士班 === 103 === It appears, in early general business activities, that as long as one has the price and technology advantages, one has the opportunities to win. According to Abraham Maslow's (1943) hierarchy of needs, however, after the society has become affluent, consumer demands are raised to a psychological level, and thus the traditional marketing becomes insufficient to meet the needs of today's consumers. Therefore, experiential marketing as a new marketing approach. The purpose of this study is to explore the relationships among experiential marketing, experiential value, customer satisfaction, and customer loyalty. The structure and hypothesis of this research are based on many relevant literatures. By using a systematic sampling, 298 valid samples are collected from SunnyHills consumers questionnaires and analyzed by the statistical software: IBM SPSS Statistics 22.0 and AMOS 22.0. The results of this research indicate that the population under the age of 20, experience marketing, experience, value, customer satisfaction and customer loyalty are lower than other different ages. And the more successful the experiential marketing is, the higher the consumers perceive the experiential value, customer satisfaction, and customer loyalty; the more the consumers perceive the experiential value, the higher the customer satisfaction and customer loyalty become; and the higher the customer satisfaction is, the higher the customer loyalty is. Also, the experiential value is an important intermediary variable, through which the experiential marketing has influence on the customer satisfaction and customer loyalty. Finally, the recommendations are generated based upon the results of this study, and they are to be provided to business owners and future researchers as references.