The Relationship among Experiential Marketing, Brand Image and Customer Satisfaction, Customer Loyalty-A Case Study of Haagen-Dazs
| Autor: | Cheng-ChinHsing, 邢政欽 |
|---|---|
| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 高階管理碩士在職專班(EMBA) 100 In recent years, customer demand cognitive judament from rational decision-making in the past has gradually shifted the emotional needs of consumers.Whereby, consumers are more willing to invest in price to get better quality and emotional satisfaction of psychological feelings.Consummer experiences and feelings have become one of the key factors in competitive advantage.This study investiagates the relationship between experiential marketing, brand image, comsumer satisfaction and consumer loyalty. This study examines the world-renowned Haagen-Dazs ice cream that is successfully establish in Taiwan for 17 years through its brand image,cosumer experience, consumer satisfaction and consumer loyalty. Correlation study based on questionnaires and qualitative focus interviews will be adopted through the consumers in Haggen-Dazs ice cream outlets in Taiwan.The 360 questionnaires will be analyzed through SPSS analysis software to gain the empirical results. Factor analysis and reliability test will be used to see the dimensions of the empirical results. Correlation, regression and multivariate analysis will prove the relationship between the variables. Five conclusions can be obtained through quantitative and qualitative findings in this study. First experiential marketing, brand inage, consumer satisfaction and consumer loyalty have a significant impact on the relationship between constomer satisfaction and customer loyalty. Third, customer satisfaction and customer loyalty are highly correlated. Fourth, Haagen-Dazs self purchase behavior will be higher than recommended purchasing behavior. Lastly, experiential marketing, brand image, cosumer satisfaction and consumer loyalty are impacted by the demographic population. The empirical results of the study also recommend to reference Taiwan Haagen-Dazs：Strengthen the marketing emotional experience; maintain a top brand image；stenghem the culture of young students； award membership cards； and station outlets in south-central citises or streets. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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