| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 101 === This research use Internet questionnaire survey method to understand customers who had consumed in Jiufen regions teahouse as primary studying group. 388 valid questionnaires were collected. Tidying up all the valid questionnaires, we use SPSS software for statistical analysis. To prove the effect from independent variable to depedent variable, this study use Descriptive Analysis, Reliability Analysis, Validity Analysis, Paired-comparison t Test, One Way ANOVA Analysis, Scheffe' s Test and Regression Analysis to verify it. Then propose management implications and future research recommendations.
The study results showed that consumers face the highest degree of response to the feeling experience in experiential marketing that Jiufen regions teahouse provided. According to AVONA analysis between the different demographic variables and experiential marketing, experiential value and customer satisfaction and customer loyalty analysis, it showed that:
1. The electronic information industry, the military and government, and free industry consumer had experiential marketing, experiential value and customer satisfaction and loyalty higher than other occupations.
2. Education for senior high customer compared to the University (College), Master (or upper) have high relate experience.
3. Consumers whose monthly disposable income in more than NT 70,000 have higher act experience compared to other income consumers.
The results also show that experiential marketing and experiential value is highly related and emotional experience effect experiential value the most. Experience value and customer satisfaction hang closely together, and the aesthetics affect the highest degree of customer satisfaction. Customer satisfaction and customer loyalty are highly correlated.
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