The Influence of Experiential Marketing and Relationship Marketing on Customer Value and Customer Satisfaction─The Case of Taiwan''s Leisure Farms

• Main Authors: Sheng-Hung Hung, 洪勝鴻
• Other Authors: Ming-Zhu Yu
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/70581612017917044711

碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 92 === Experiential marketing and relationship marketing, they are the newest and the most important marketing ways of the service industry now. And Leisure farms are the most vigorous service industry of the leisure agriculture now. So, this study explored the Influence of experiential marketing and relationship marketing on customer value and customer satisfaction. This study has had 317 effective samples from the tourists of making a visit to seven leisure farms and the effective recover rate is 76.76%. The data analysis adapted descriptive statistics, factor analysis, canonical correlation analysis, t-test, ANOVA, regression analysis, and LISREL analysis to verify the hypotheses that were presented in this study. When the leisure farms used the experiential marketing and the relationship marketing, he main conclusions of the research were: (1) experiential marketing had positive influence on customer value and customer satisfaction; (2) relationship marketing also had positive influence on customer value and customer satisfaction; (3) customer had positive influence on customer satisfaction; (4) experiential marketing effect customer satisfaction through customer value; (5) relationship marketing also effect customer satisfaction through customer value; (6)Some of the customer characters had obvious deviations in each dimension, for example: age, career, income, residence, level of education, frequency of visitation, duration of visit, expense of tour, source of information and which leisure farm to visit, others hadn’t.