| Summary: | 碩士 === 國立暨南國際大學 === 管理學院經營管理碩士學位學程碩士在職專班 === 99 === The objective of this thesis is to study the relationship among the experience marketing, customer satisfaction and consumer value of the banking customers, and provide suggestions of future services for banking reference based on the findings of the study. The research data is obtained by questionnaire, adopting descriptive statistics, factor analysis, reliability analysis and regression to analyze and prove the relationship among the dimensions.
The findings of the study show the hedonic consumers care more about the comfort and quick respond factors, and the utilitarian care more about the emotional experience of convenient factors. Among the five services quality experience satisfactions, only the corporate image has showed positive and significant relevance on the overall satisfaction. To the consumers who are pursing search enjoy value, the interaction effect between the sensory experience and the emotional experience are not so strong. For the utilitarian customer, the convenient factors of emotional experience, the quick respond factors of acting experience and the corporate image of the relate experience are motivators. Therefore, this study suggests the banking to apply the experience marking strategy accordingly to hedonist and utilitarian separately, in order to meet customers demand and improve their customer stratification.
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