The Effects of Experiential Marketing and Relationship Quality on Consumer Repurchase Intention - An Empirical Study on Beauty Services

• Main Authors: Yu-ching Su, 蘇郁晴
• Other Authors: Pei-Hung Ju
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/23305498884814057305

碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 101 === With the increase in economic growth, spending power of customers and the increasingly emphasis on healthy lifestyles have led to the birth of the beauty industry. Additionally, with the rapid development of new products and services, and the intensification of competition across industries, customers are now paying more attention to experiential marketing services. Hence, relationship quality traits such as customer satisfaction and trust play important roles in the interactions between sellers and buyers. Past literature had asserted that the costs of developing new customers are 6 to 9 times higher than to retain extant customers. Prior studies also suggested that relationship quality positively influence customers’ repurchase intentions. However, studies investigating the effects of both experiential marketing and relationship quality on customer repurchase intention are lacking. Thus, by exploring the effects of experiential marketing, and relationship quality (customer satisfaction and trust) on repurchase intention of this study address this research gap the beauty industry in Taiwan. In doing so, we found that enhancing experiential marketing characteristics and both customer satisfaction and trust will direct customers to repurchase. Our empirical findings hold several important implications