The Relationship among Experiential Marketing, Impact of Product Quality and Customer Satisfaction, Customer Loyalty-A Case Study of IKEA

• Main Authors: Wen-LingChen, 陳文玲
• Other Authors: Fong-Kang Chu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/30744676038932457942

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 100 === Quality of life and taste is represented by the modern home supplies. From the largest Swedish furniture store IKEA allows customers to have different perceptions if furniture products and home furnishings; comfort in shopping environment; smooth planning; bring out the charm of products by the soft lighting and melodious music; create situational experience; finally to allow customers to stop and think. IKEA incorporates functional furniture products to allow convenience in life. Marketing master Schmitt 1999 proposed the concept of experiential marketing where global marketing practices resulted in a trend of experience and feel through strategic experiential modules, which raises customer satisfaction and loyalty. This research studies the large furniture store IKEA from Sweden. Questionnaires and FGD focus group are used to explore the experiential marketing (strategic experiential modules) on IKEA customers. This qualitative research will help us understand the product quality; customer satisfaction; impact of customer loyalty and customer relationship. Thereby, concluding a practical advice on marketing. The empirical results show: experiential marketing (strategic experiential modules) of sense, emotional, thinking and action is associated with a total of five customer satisfaction which has a positive significant relationship. Experiential marketing is also associated with a total of five experiences on customer loyalty which has a positive significant relationship. Function and aesthetic design product quality will affect customer satisfaction and loyalty positively. Customer satisfaction will positively affect customer loyalty. Demographic variables on experiential marketing (strategic experiential modules), product quality, customer satisfaction, customer loyalty have differences. In addition, the low priced strategy in IKEA is used to strengthen the desire of customer purchases. Keywords: experiential marketing (strategic experiential modules), product quality, customer satisfaction, customer loyalty.