| Summary: | 碩士 === 康寧大學 === 企業管理研究所 === 103 === With the rise of domestic tourism trend, coupled with the government under the promotion of cross-strait tourism policy, as well as open the free exercise of mainland tourists, Taiwan's hotel industry presents yearly growth trend. Therefore, this study have an impact in Nantou bed and breakfast as an object, to explore whether the experiential marketing and service quality affects customer satisfaction and loyalty. This study used questionnaire data collection and analysis. The statistical analyses used in this study are described methods for statistical analysis, reliability analysis, T test, ANOVA and regression analysis. Study found that respondents’ background variables on experiential marketing and service quality gap analysis, most of the statistical results showed no significant cases, this may be related to A bed and breakfast does not make customized itinerary design. On the other hand, in the experience marketing or service quality to customer satisfaction, customer loyalty and customer satisfaction showed a significant positive correlation between the results of this study are consistent with the relevant literature, but also in line with the hypothesis of this study. The A bed and breakfast in this study suggests that the industry can implement customized itineraries with competitors to make market segmentation and differentiation, in order to obtain the customer's favor.
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