An Examination of the Relationship among Experiential Marketing,Experiential Value and Customer Loyalty—A Case Study of MicroFer House

• Main Authors: Tseng,Yi-Ting, 曾意婷
• Other Authors: Wu,Jun-Yen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/y3we3c

碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 104 === With the change of industry structure, many factories convert to partially travelling type, which means directly service consumer. Now days people more and more focus on the quality of leisure life. People not only pursue the little happiness in hand, but also the mental fullness. Therefore, the factory tour combing education and leisure becomes a new travelling choice. It is both educational and entertaining. Under the era of experiencing economic, the experiential marketing is the indispensable marketing model of tourism factory. It will be worthy of discussing the relationship between the consumer’s experiencing value during the process and the consumer loyalty. After the storm of food safety, people are getting more and more aware about the healthy way of living care. This thesis chooses the tourism factory, MicroFer House which is the first one that focusses on the microorganism and its application, as the surveying target. There will be three dimensions for the tourism factory: experiential marketing, experiential value and customer loyalty. There are five dimensions of the research form of experiential marketing provided by Schmitt: sense, emotion, thinking, action and relationship. As to the form of experiential value, there are four perspectives raised by Mathwick, Malhotra & Rigdon: return on investment, service superior, atrial sensing and fun. The customer loyalty scales includes Selens, Jones and Sasser’s points: Re-purchasing and recommendation. By convenience sampling of the questionnaires for the “MicroFer House”, there are total 258 effective ones. This thesis adopts descriptive statistics, reliability and validity analysis, factor analysis, independent-sample t test, single factor variance analysis and multi factor line regression method. The research results show: 1. Consumers with different professions have notable differences in experiental marketing and experiential value, 2. Consumers with different incomings has notable differences in experiential marketing, experiential value and customer loyalty, 3. Experiential marketing has positive effects to experiential value, 4. Experiential value has positive effects to customer loyalty, 5. Experiential marketing results the mediation through experiential value. Last but not least, this thesis raises some suggestions to “MicroFer House” for future marketing.