| Summary: | 碩士 === 淡江大學 === 管理科學研究所企業經營碩士在職專班 === 95 === Nowadays is the generation of the Experience Economy. It enhaced not only the product and its service, but also the experience feeling from the customers’ serlf-experience in previously. The compoany marketing is no long to focus on Product, Pricing, Channel, Promotion, Service, Guaranty, Maintance and Follow-up Service, etc. If standing viewpoint from the consumers’ viewpoint, it will be prompted the consumers to come to the stores becaused of the expected “experience”. In the meantime, the happy shopping experience would raise the customer satisfication level and maintain the customer loyalty of the brand, they would become permantent customers of the company, and made the company increase the profit, market share and the support of permantent business.
The research objective of this study is from consumers’ standpoint to study the relationship between the factors of the experiential marketing and the consumer satisfication. The target of the case study are the 4 chain stores, which are well known brand and with comparative business scale. The study used the evaluation tool of the experiential marketing addressed by Schmitt in 1999 to investigate the effects of consumer''s experience factors, including sense, feel, think, active, and relate, on channel satisfaction, when buying 3C Home Appliance in Taipei area. The result was expected to provide 3C home appliance industry and its chain stores as reference when making the strategy of the channel selection.
The study result presented the channel satisfication of the consumers were conspicuously effected by the factors of the experience in sense, feel, active and relate to the target chain stores; and sense and feel were considered as one factor. The expereince of think also effected to the customer satisfication, but below the standard. Among all, the expereince of active was conspicuously effected to the customer satisfication level, and that meant the importance of the active experience to the the consumers in the channel selection of 3C home appliance.
This study suggested the chain stores of 3C home appliance and the manufactures not only focus on establishing a better experiential enviroment with active, relate, sense and feel to raise the consumers'' satisfication level in shopping, but also not ingore the minor impact of think to the customer satisficationl. The specific cusmers may still focus on think, and that will build the different field from other competitors, to establish the niche market and increase the profit.
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