The Influence of Bakery Industry Transformed by Experiential Marketing on Brand Image, Customer Satisfaction and Customer Loyalty

• Main Authors: JIUN-HUNG JOU, 周俊宏
• Other Authors: MING-CHUN TSAI
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/42649301693229593408

碩士 === 中華大學 === 企業管理學系碩士班 === 100 === With rapid economic growth and improvement of living standard, consumers gradually ask for higher life quality. Adequate clothing and food which could satisfy consumers in the past could no longer meet consumer needs in modern times. Consumers today questing for material satisfaction but also spiritual satisfaction evidenced that the so-called “Experiential Marketing” era, brought up by Schmitt(1999), has arrived. This study aimed to employ the four strategies of Schmitt’s experiential module and choose one company which puts “experiential marketing” into practice, Sunny Hill Pineapple Cake Company, to explore the influence of experiential marketing on brand image, consumer satisfaction and consumer loyalty. This study conducted an experiential marketing questionnaire survey among the consumers at the three-section compound of Sunny Hill Pineapple Cake Company in Nantou. A total of 266 effective questionnaires were collected. In this study, descriptive statistical analysis and Structural Equation Modeling (SEM) are used to analyze data. The result showed that experiential marketing has remarkable influence on brand image, and then indirectly influences consumer satisfaction and consumer loyalty with its influence on brand image. The above-mentioned indirect influence on consumer satisfaction and consumer loyalty is greater than the direct influence of experiential marketing on consumer satisfaction and thus on consumer loyalty. The four strategies in Experiential Marketing are significantly related to each other. Furthermore, different demographic groups will have different feelings of the experiential marketing strategies.