Study on the Relationship among Experience Marketing, Brand Image and Customer Satisfaction- Case of a Chain Drugstore.

• Main Authors: Jian,Wei-Sin, 簡維欣
• Other Authors: Chen,Chun-Yu
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/23r7jn

碩士 === 萬能科技大學 === 化妝品應用與管理研究所 === 106 === 　　Along with the trend of aging population、development of technology、improvement of national income and knowledge level,people began to look turned their focus to themselves, pursuing healthier and beautiful lifestyle. Cosmeceutical is the most close to the livelihood needs of the industry, establishing compound chain business with beauty and convenience.In recent years,many companies begin to attack drug cosmetic market,under such competitive circumstances,want to have a solid market, practitioners should establish good brand image through experiential marketing,and let consumers genuinely identify with the brand.In the process of consumption, obtaining customers highly satisfied through commodity quality、 personal service and surrounding environment,promoting consumers willing to consume continuously to store. Therefore,this study will explore the effect relationship between experiential brand image and customer satisfaction. Taking the drug store as example. 　　This study takes consumers in northern, central,southern regions who have been consumed by chain stores as subjects, and use online questionnaires to investigate, a total of 912 questionnaires were recovered, a total of 883valid questionnaires, recovery rate of questionnaires was 96.8 percent. This research adopts the analysis method of descriptive statistics、one-way ANOVA、simple linear regression and multiple regression to explore the research hypothesis.The outcomes of the research are as follows:(1) experience marketing have positive effects on the brand image; Consumers have significant effect on sense、 think、relate and act; conversely, feel are not influence.(2) experience marketing have positive effects on Customer satisfaction; consumers have significant effect on feel、act、think and relate; conversely,sense are not influence. (3 )brand image have positive effects on customer satisfaction; in functional、experiential and symbolic has significant effect.(4)Brand image has a mediating effect between experiential marketing and customer satisfaction. Therefore, the enhancement of experience marketing will help the ascension of brand image and customer satisfaction, enhanced brand image strategy also helps improve customer satisfaction. .