A Study of the Relationship Among Experiential Marketing, Experiential Value and Customer Satisfaction

Autor: Yi-Hua Yuan, 袁薏樺
Rok vydání: 2003
Druh dokumentu: 學位論文 ; thesis
Popis: 91
Upon entering the age of experience economy, it goes without saying that the experiential marketing in modern times is very important. Every enterprise has to create the valuable experience for their customers without exception. Because the experiential marketing is an entirely new concept, there is still deficiency in discussing of experience in domestic or abroad. Hence, it induces the motives to this paper. The main purpose of enterprises is providing important values. In order to co-operate the experiential marketing, this paper uses experiential values to replace customer values to get the suitable measurement of experiential marketing. Since service quality and consumer satisfaction are both important concepts in management fields, this paper connects experiential marketing, experiential values and consumer satisfaction to discuss their relationship. To acquire suitable measurement, this paper separates the experiential marketing part into four factors (sensitive perception, emotional perception, thinking perception and service quality) and the experiential values part into two factors(emotional value and functional value). We distribute 1160 questionnaires to the companies which fit in with our research topic, there are Eslitebook、Starbucks and Ikea. This paper used 1055 received questionnaires to analyze it with LISREL. We got the result as follow：In the research of Eslitebook, Starbucks and Ikea, emotional perception affects consumer satisfaction by means of emotional value; service quality affects consumer satisfaction by means of functional value and emotional value. In the research of Starbucks, we found that thinking perception would affect consumer satisfaction through the emotional value and functional value.
Databáze: Networked Digital Library of Theses & Dissertations
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