A Study of the Relationship among Experiential Marketing, Experiential Value, and Customer Satisfaction－A Case Study of EDA Theme Park

• Main Authors: LIN HUI TZU, 林惠慈
• Other Authors: 王怡強
• Format: Others
• Language: zh-TW
• Published: 102
• Online Access: http://ndltd.ncl.edu.tw/handle/ss2ejt

碩士 === 南台科技大學 === 行銷與流通管理系 === 101 === Experiential marketing is a concept that integrates the components of sense, feel, think, act, and relate thought process to connect customers. The goal of experiential marketing is customer responds to the product offering base on emotional and experiential response levels. Customer has to do with inspiring thought a sense of practicability and leaving customers have satisfactory experience. The study was to investigate the experiential marketing, experiential value and customer satisfaction, used in new domestic amusement park, E-DA Theme Park, to measure the degree of satisfaction, experiential marketing, and experiential value affect. Finally, experiential marketing management practice meanings. In this study, 350 questionnaires were distributed, the sample of research includes 338 visitors. The series of analyses are made by using SPSS software, various statistical method including factor analysis, reliability analysis, correlation analysis and regression analysis. The research is concluded the hypothesis had all positive influence. Therefore, companies can provide a good experience with marketing, and let customers to feel experiential value and enhance the overall satisfaction, to improve their operational performance.