The Effect of Experiential Marketing and Brand Image on Customer Satisfaction and Repurchase Intention—With an Example of iTomato Internship Business

• Main Authors: Sun, Yun-Tung, 孫雲彤
• Other Authors: Chang, Yong-Fu
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/6z938z

碩士 === 遠東科技大學 === 創新設計與創業管理研究所 === 106 === In recent years, social enterprise and social entrepreneurship have flourished in the globe. A business that offers internship opportunities, iTomato of Far East University in Tainan City was established in 2013. Five years later, its annual revenue reached a million dollars. Not only does it offer job opportunities at school for underprivileged students, but it also make donations to charities outside the school. This study aims at probing customer satisfaction and repurchase intention of those who have made purchases or participated in the events at iTomato, exploring the results of different background variables, and analyzing the effects of experiential marketing and brand image on customer satisfaction and repurchase intention. Then suggestions are made based on the results, so schools and social enterprises can refer to iTomato for a successful business model. The subjects are the customers of iTomato. 409 effective questionnaires were recovered. SPSS 22.0 was used for data analysis. Regression analysis was used for hypothesis verification. The empirical results find that: (1) Experiential marketing has a significant effect on brand image, (2) brand image has a significant effect on customer satisfaction, (3) customer satisfaction has a significant effect on repurchase intention, (4) experiential marketing has a significant effect on customer satisfaction, (5) experiential marketing has a significant effect on repurchase intention, (6) brand image has a significant effect on repurchase intention.