The Effects of Experiential Marketing for Mobile Game Players on Customer Loyalty

• Main Authors: Huang, Cheng-Feng, 黃鉦峰
• Other Authors: 陳國嘉
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/11375921086696818733

碩士 === 開南大學 === 商學院碩士班 === 105 === In this smart phone more and more developed generation, everyone has a smart phone walking on the road is already a common sight. Smart phones in addition to the basic Internet, call, send and receive letters and other functions, all kinds of mobile games are also mushrooming rise. Every six months or even months there will be a variety of new mobile phone games on the world. In a competitive environment, most manufacturers want to attract the attention of customers. Experience marketing plays a very important role. This study applied the to explore the consumer to play mobile games experience form, and to explore the impact of experiential marketing on customer loyalty. Based on the theoretical basis of "experiential marketing" and "customer loyalty", this study developed the research structure and questionnaire. Based on the theoretical basis of "experiential marketing" and "customer loyalty", this study attempts to explore the effect of marketing experience in mobile games, and 400 questionnaires are collected for mobile gamers. 400 valid questionnaires 338 copies of the data collected by the statistical analysis. The data collected by the data were analyzed statistically. To understand the feelings of mobile gamers on the experience of marketing and ideas, the questionnaire using SPSS14.0 version of the application of statistical analysis, the results can be summarized the following points: 1. Mobile Game Players experiential marking has a significant effect on Customer Loyalty. 2. Marriage status there are difference in the experience marketing of mobile game players. 3. Marital status there are differences in customer loyalty of mobile game players. 4. Gender there are difference in the experience marketing of mobile game players. 5. Gender there are difference in the customer loyalty of mobile game players. 6. Other background variables have no signficiant effect on experience marketing and customer loyalty.