A Study on Relationship among Customers Experience and Satisfaction from the Experiential Marketing Viewpoint：The Case of T Life Insurance Company
| Autor: | Chien-Jen Lin, 林介仁 |
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| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 Since 1993, Taiwan’s financial environment has changed greatly due to Taiwan government allow new insurance company to set up and WTO was established, not only caused the life insurance company to compete intensely but also made the customer’s habit and demand to change. In the past, the traditional marketing was only focus on human kindness or product function, but now that can’t satisfact customers demand. In accordance to trend of the times change, Mr. Schmitt proposed a new concept “Experiential Marketing” in 1991. He thought the ultimate goal for any enterprise is to provide valuable experience. The concept already became an upsurge in the world. So this study discusses the relationship between customers experience and satisfaction on the basis of the concept - Experiential Marketing, in order to provide another new direction to the domestic life insurance company. This study discusses the relationship based on the theory of Experiential Marketing. The research objects in this study are the customers of T Life Insurance Company at five cities of the middle Taiwan. The questionnaire is developed from the elements of Schmitt’s module and experts’ ideas. In totally, there are 420 questionnaires delivered with 362 effective samples. Conclusions of this study: (1).Among the seven customers’ experience factors, four customers experience factors are positively significant with regard to satisfaction. They are spatial design factor, Attendant- Attitude factor in sense experience, Consider-Selection factor in think experience and Brand - Image factor in relate experience. (2).The other three factors are non-related to customers’ satisfaction. They are Web sites- Finance factor in act experience, Attention-Concern factor, and Salesman- Profession factor in feel experience. According to the conclusions of this study, we have some suggestions for the investigated company: Within the investigated company should strengthen the customers’ experience on the sense experience, the think experience and the relate experience, by the way of the high quality spatial designing, specialized training to services, providing the creativity advertisement, the multiple commodity provide and establishing the good image, the brand, the oral traditions, and then promotion the customers’ satisfaction. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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