A Study on the Relationship among Experiential Marketing, Customer Satisfaction and Loyalty of Middle-aged Healthy Drinks -- A Case Study of Ou-dean Black Fungus Drink
Autor: | CHEN, SHU-YIN, 陳淑吟 |
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Rok vydání: | 2018 |
Druh dokumentu: | 學位論文 ; thesis |
Popis: | 106 Taiwan will be toward an aged society in 2018, which means the populations of the age more than 65 years old will reach 14%. Moreover, Taiwan will become a superaged society, and the population of it will be more than 20% in 2025. With the life expectancy growing and health care rising, healthy aging becomes hot topics. Health, nutrition and dietary fiber supplements become dietary trends. Black fungus is known as “Black treasure” because it is high nutritional value and it is rich in three kinds of dietary fiber, polysaccharides, and anticoagulants substance. Black Fungus Drink becomes one of popular commodity of health drinks. The subject of the study is that to explore Middle-aged Healthy Drinks - Black Fungus, experiential marketing of which relationship to Customer Satisfaction and Customer Loyalty. The study use Strategic Experiential Models(SEMs, including sense, feel, think, act and relate experiential) by Schmitt(1999). Through experience by actual product to have middle-aged people understand the nutritional value of black fungus, and take it as daily healthy drinks; on the other hand, though feedback comments and suggestions from experiencer to have black fungus manufacturers as the reference indicator of enhancing products services and whole satisfaction. The study results show that:(1)Experiential marketing and customer satisfaction has a significant positive correlation, showing that the positive emotions and feeling of the middle-aged.(2)Experiential marketing and customer loyalty has a significant positive correlation, indicating that the middle-aged understand the nutritional value of black fungus, which can effectively increase customer loyalty.(3)Customer satisfaction and customer loyalty has a significant positive correlation, indicating that satisfaction with the middle-aged for black fungus products and service to customer loyalty. Suggestion:(1)Company expand experience objects to achieve publicity effect.(2)The taste of product can be developed to add the ginger juice to balance the cold nature.(3)Company must improve customer satisfaction and strengthen customer loyalty. Keywords:Strategic experiential modules, Customer satisfaction, Customer loyalty, Dietary fiber, Black fungus |
Databáze: | Networked Digital Library of Theses & Dissertations |
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