The Research of Experiential Marketing、Experiential Value、and Customer Satisfaction - A Case Study About The Activity Center of WAN - SING Primary School In Taipei
碩士 === 輔仁大學 === 體育學系碩士在職專班 === 102 === This research aimed to explore the relationship among experiential marking、experiential value and customer satisfaction from the activity center customers of Wan-Sing primary school in Taipei. The questionnaire survey method was used to collect data through con...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/73t652 |
| Summary: | 碩士 === 輔仁大學 === 體育學系碩士在職專班 === 102 === This research aimed to explore the relationship among experiential marking、experiential value and customer satisfaction from the activity center customers of Wan-Sing primary school in Taipei. The questionnaire survey method was used to collect data through convenience sampling from the activity center customers of Wan-Sing primary school who consumed in the activity center in 2013-2014. A total of 450 questionnaires were sent, and 421 were retrieved, with a response rate of 93%. The regression analysis、sample t-test、one-way ANOVA with SPSS was used to test the hypotheses of the study.The results indicated that：
1.The scores sequence of experiential marketing were emotional experience、related experience；The scores sequence of experiential value were playfulness、consumer return on investment and service excellence；The scores sequence of customer satisfaction were venue facilities、security convenience.
2.The different ages were difference in the emotional experience、sensory experience、thinking experience、venue facilities and service attitude.
3.The different Marital status were difference in the sensory experience and related experience.
4.The different education level were difference in consumer return on investment、service excellence、aesthetics and Playfulness
5.The different occupations were difference in the related experience、venue facilities and service attitude.
6.The different monthly salary were difference in the related experience、consumer return on investment、service excellence、aesthetics、playfulness、service attitude and activity information.
7.Experiential marketing of the activity customers of Wan-Sing primary school exerted significant effects on experiential value and customer satisfaction；Experiential value of the activity customers of Wan-Sing primary school exerted significant effects on customer satisfaction.
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