Moderating Effect of Hypermarket’s Origin of country in the Relationship Linking Situational influence, Experiential marketing, and Repurchase intentions

• Main Authors: Weng Lee Chu, 朱翁立
• Other Authors: Yung-Hisn Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/17744797638231895154

碩士 === 亞洲大學 === 經營管理學系碩士班 === 97 === The trend of channel consolidation drives small business out of market and remains are those who are affiliates of amalgamating or multinational companies running the chain store structure. The fierce competition among major player leads to the result of low profitability, give their investment in many aspects of management. The evolution of business competition will wipe put the weak ones as such the key success factors to survive is avoid throat-cutting price competition as the resort, while considering the situational influences and experiential marketing stimuli as the tool to enhance the level of customers satisfaction as the antecedent of their re-purchase intention or behavior. The motivation of this research paper is to conduct an empirical study to investigate whether the shopping situations and experiential marketing stimuli exert influence upon customers’ re-purchase intention or behavior. Next, we investigate the mediating role of customer satisfaction in their relationship links. We also try to reveal the moderating effect of hypermarkets’ origin of country in the relationship between customers satisfaction and re-purchase intention. The objective of this study is to, based on the finding, mark suggestions to hypermarket management for performance improvement. The outcome of our study is as follows： 1. Shopping situation has positive influence upon customers’ satisfaction. 2. Shopping situation, if reinforced by the setting of experiential marketing, will increase the degree of customer satisfaction rather than if shopping situation does alone. It manifests the effect of mediating role of experiential marketing efforts. 3. The outcome of multi-group analysis evidences the moderating effect of hypermarkets’ origin of country. This implies that customers have preoccupied perception toward the brand equity of a particular hypermarket, which in turn effects the relationship link between customers’ satisfaction and re-purchase intention or behavior. The managerial implication is that differentiated situational and experiential customers’ satisfaction and their repurchase intentions.