A Study of Relationship among Consumer Experience, Brand Image and Consumer Satisfaction－An Example of Airline

• Main Authors: CHIA-YI SU, 蘇嘉怡
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/x3t73q

碩士 === 銘傳大學 === 國際企業學系碩士班 === 95 === Under the fierce competition in the market, hard to differtiate products and more choice for consumers. The market matrix-4P can’t meet consumer’s needs. Instead, consumers want the products or services which could incite their sense, stimulate their emotion and get related to their life styles. Therefore the concept of Experiential Marketing grow up. According to Schmitt (1999) who has mentioned in the book” Experiential marketing” that Singapore Airline is the Airline who offer a whole the best experience for customers. After reviewing the literatures in Experiential Marketing in Taiwan, the most of them talked about retail industry and tourism. There lack of concrete researches about Experiential Marketing on airlines. That’s the motive of this paper. There were customers who had taken Eva air Hello Kitty Jet with valid responses to the questionnaires. This research has adopted questionnaire investigation of experiment proof. To discuss the relationship among consumer experience, brand image and consumer satisfaction. The result could be a reference for airlines’ marketing. The results of the study are as follows: 1. The influence of emotion and act experience on consumer satisfaction are significant and positive. But Sense, Think and relate experience aren’t. 2. Think and relate experience has significant and positive influence on consumer satisfaction through brand image. But sense,emotion and act experience don’t have significant and positive influence on consumer satisfaction.