| Summary: | 碩士 === 義守大學 === 管理學院管理碩士在職專班 === 101 === This research aims to discuss the visitors’ satisfaction and loyalty to Kaohsiung Museum of Fine Arts in relation to the museum’ experiential marketing, service quality and agency image. The five dimensions be analyzed on experiential marketing are sensate experience, emotional experience, thinking experience, and related experience. The five dimensions on service quality are tangibles, reliability, responsiveness, assurance, and empathy. The three dimensions, which were adopted from literature review, on agency image are Institution Image, Functional Image, and Commodity Image.
This research is conducted via the use of paper survey and online survey. Paper surveys were distributed on site and the 238 were collected,including 117 on line surveys. After removing 33 ineffective surveys, a total of 322 valid surveys were collected.
The research results suggest: (1) Experience marketing has a positive effect on the vistor's satisfaction levels； (2) Service quality did not have a positive effect on the vistor's satisfaction； (3) Agency image has a positive effect on the vistor's satisfaction； (4) The visitor's satisfaction levels has a positive effect on loyalty.
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