B to B experiential marketing strategies of high technology service firms by using a DEMATEL based hybrid MCDM methods

• Main Authors: Ke, Bo-Ming, 柯柏名
• Other Authors: Ho, Wen-Rong
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/57228554866290856726

碩士 === 中國文化大學 === 國際企業管理研究所 === 99 === Experiential marketing is a novel marketing concept which integrates elements of emotions, logic, and general thinking processes to connect with customers. The goal of experiential marketing is to establish connections in such a way that the customers respond to a product offering based on both emotional and rational response levels. By understanding what the customers are likely to think and feel, it is possible to get an idea of how the customers can be steered in a direction that will relate to the product or services, and entice individuals to act on that impulse to purchase. Based on literature review results, the researches on experiential marketing during the past decade mainly focused on business to customer (B2C) transactions while very limited researches focused on business to business (B2B) transactions. Instead, most previous researches focused on general consumer goods industry. Furthermore, the empirical study results or theory constructions based on consumer goods can’t really be applied on high technology industry in general and high technology service industry in special. However, the high technology services have already emerged as a dominant trend during the past decade. Thus, this research aims to investigate the factors influencing experiential marketing of high technology service firms and used the strategic experiential modules (SEMs) and experiential provider as the tool. Finally, develop a multi criteria decision making (MCDM) framework for experiential marketing of the high technology service firms. The research approach based on a multiple criteria decision making (MCDM) framework. First, to revising delphic oracle’s skills (Modified Delphi) integrated high-tech service experiential marketing advice from experts in related fields, stipulate the criteria factors of the high technology service industry experiential strategy, then, use the decision making trial and evaluation laboratory (DEMATEL) as the tool for configuring the decision problem structure, and then, the Analytical Network Process (ANP) as the tool for calculating weights of each criterion, the alternatives have been proposed for used the experiential marketing of a high technology service firm. Finally, the GRA is applied to derive the relationships between criteria and Experiential Strategies then. The empirical study on a B2B IC design service firm will be leveraged for verifying the usefulness of this proposed analytic framework on experiential marketing. Based on the result of the research, an empirical study shows that experiential marketing over B2B company of the high-technology service industry as well as demonstrates the effectiveness of this analytic framework. Finally, the results can also as standard criteria to apply to drawing suggestions of the high technology service operating strategy.