A Study of the Integrated Marketing Communication,Relationship among Experiential Marketing, Experiential Value, and Customer Satisfaction－Hsinying Sugar Corporation Land Art Festival

• Main Authors: JIANG,YA-WUN, 江雅雯
• Other Authors: CHIU,MING-CHI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/jw6a4x

碩士 === 南臺科技大學 === 行銷與流通管理系 === 106 === By integrating marketing communications and experiential marketing provide a concept that integrates the components of sense, feel, think, act, and relate thought process to connect customers. The goal of experiential marketing is customer responds to the product offering base on emotional and experiential response levels. Customer has to do with inspiring thought a sense of practicability and leaving customers have satisfactory experience. The study was to investigate the integrating marketing communications, experiential marketing, experiential value and customer satisfaction, used in Hsinying Sugar Corporation Land Art Festival, to measure the degree of satisfaction, experiential marketing, and experiential value affect. Finally, experiential marketing management practice meanings. In this study, 800 questionnaires were distributed, the sample of research includes 769 visitors. The series of analyses are made by using SPSS20 software, various statistical method including factor analysis, reliability analysis, correlation analysis and regression analysis. The research is concluded the hypothesis had all positive influence. Therefore, companies can provide a good experience with marketing, and let customers to feel experiential value and enhance the overall satisfaction, to improve their operational performance.