| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 99 === Because global world has changes rapidly and the quality of life has improved recently, the process of eating and drinking has been transformed into a kind of culture and art. When going to the restaurants, the costumers are no longer to pay their attention to the price or the product; instead, they would be appealed by the designs of the shops while purchasing. Therefore, this thesis aims at discussing how the consumers with different backgrounds may have a strong impact on the variation from experiential marketing, experiential providers, as well as the relationship among customer satisfaction and behavior intention. Besides, this thesis will be examined on the basis of the Variable of experiential marketing, experiential providers, customer satisfaction and behavioral intentions. As for my methodology, I employ the notion of Schmitt (1999) who made the experiential marketing and experiential providers and the review of Kotler’s study (1997) that proposed the measure projects and Boulding (1993). With the background knowledge, I am able to unearth behavioral intentions by reviewing these resources of terature in this thesis.
This thesis is a questionnaire survey. Take a vegetarian restaurant in Kaohsiung City as an example. I take these customers as the convenience sampling by issuing 320 questionnaires and receive 293 valid questionnaires. I also use the software programs discussed SPSS17.0, independent samples T-test, ANOVA analysis and regression analysis to verify the interaction in various dimensions, and try to prove the hypothesis of the study. As a result, it is indeed influential to see different demographic variables in some dimensions. The result of Stepwise regression analysis has proven that multiple relationships among the Experiential marketing, Experiential providers, customer satisfaction and behavior intention have predications.
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