A Correlation Study for Experience Marketing, Corporation Image and Loyalty - A Case Study from the Customers of Toong-Mao Resort & Hotels

• Main Authors: Fang-Ping LEE, 李芳萍
• Other Authors: Chia-Ming Chang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/07842400167846620931

碩士 === 大仁科技大學 === 休閒健康管理研究所 === 95 === The chief purpose of this study was to discuss experience marketing, corporation image and loyalty from Toong-Mao’s customers. This study is mainly focused on the analyses of research population by testing statistical variation and correlations among above subjects. The survey was practically conducted in Toong-Mao Resort & Hotels and the researcher has successfully gathered 646 questionnaires from their customers. Collected data were employed the methods such as Descriptive Statistics, Reliability Analysis, Exploratory Factor Analysis, One-Way ANOVA, confirmatory factor analysis and Structure Equation Model (SEM)…etc. Through this research, the results can be concluded as follows: 1. Customers have positive attitude toward the recognitions of experience marketing, corporation image, and loyalty. 2. Experience marketing shows significant variations among variables such as gender, age, martial status and residential location whereas there are no significances among occupation, education, and income. 3. In corporation image, customers have significant differences in recognitions between age and martial status whereas there no significant variations among gender, occupation, education, monthly income and residential location. 4. In Customer loyalty, customers have significant differences in recognitions among gender, age, occupation, marital status whereas there are no significant variation between education and monthly income. 5. From the cross analyses, the researcher found the correlation among customer experience, corporation image, and customer loyalty and concluded that experience marketing has a positive effect upon corporation image, experience marketing has a positive effect on loyalty, and corporation image has a positive effect upon loyalty.