The Effect of Experiential Marketing：A Meta Analysis

• Main Authors: KU, CHIA-WEN, 顧佳雯
• Other Authors: Wen, Fur-Hsing
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/fpmd5y

碩士 === 東吳大學 === 國際經營與貿易學系 === 104 === Experiential marketing has become an very important marketing tool in the past few years. It is not only the key to business success, but to create experience value, enhancing customer satisfaction and an important factor in establishing customer loyalty. Domestic literature on experiential marketing has accumulated quite a lot of quantity. In this study, a meta-analysis method was conducted to synthesize 15 existing researches by comparing the correlation of experiential marketing, experiential value, customer satisfaction and customer loyalty. In research methods, comprehensive meta-analysis v3 was used to synthesize. The major findings of this study are as following: 1. There is a positive and high correlation between whole experiential marketing and whole experience value.；2. There is a positive and high correlation between whole experiential marketing and whole customer satisfaction.；3. There is a positive and high correlation between whole experiential marketing and whole customer loyalty.；4. There is a positive and high correlation between experiential marketing and whole experience value.；5. There is a positive and high correlation between experiential marketing and whole customer satisfaction.；6. There is a positive and high correlation between experiential marketing and whole customer loyalty.；7. There is a positive and high correlation between experiential marketing and whole experiential marketing.