| Summary: | 碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 102 === Nowadays, fierce competition between industries, a general increase in standards worldwide and constant change incustomer preference brings about the questionof how to impress and provide customers with good service as well ashow to increase customer retention in today’s catering industry. This case study focuses on a restaurant located at the foot of Mount Dawu in Pingdong County, Taiwan, which provides multicultural vegetarian meals. This restaurantis situated amongst big trees and the idyllic beauty of nature. Throughout its ten years of operation,due to competing restaurants and the changing of customer preferences, the predominant customer demographic has gradually changed. Therefore, this study was conducted to analyzethe changesin customer demographics and to find an adequatemethodto increase customer loyalty. The concept of Experiential Marketing can be used to help the restaurant carry out such a business transformation.
This study takes Schmitt’s (1999) experiential strategy module as its conceptual framework and the vegetarian restaurant’s loyal customers as its interviewees. It discusses the specific connotations of ‘Sense’, ‘Feeling’, ‘Thought’, ‘Action’ and ‘Relation’ felt by the customers from a qualitative point of view. Also, using a semi-structured interviewing method to hold discussion with the local restaurant of Pingdong county,it successfully implements the Experiential Marketing method to provide an ambilateral analysis of itscustomers and the restaurant. Lastly, from the results of the interview and questionnaire, the case restaurant is able to contribute suggestions and applicable marketing proposals providing methods for future planning.
|
|---|
