The Relationship among Experiential Marketing, Customer Satisfaction and Customer Engagement-Using“ Customer Engagement as a Mediator” in Leisure Farm

• Main Authors: Wang, Hsin-Chieh, 王信杰
• Other Authors: Yang, Ho-Ping
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/3w486h

碩士 === 中國文化大學 === 國際企業管理學系 === 102 === During recent years, it has become necessary part of life to enjoy the pleasant　recreation during leisure time. The demand is surfacing owing to the rapid　eco-nomic development, the industry transformation, the policy of two　vacations per week, the raise of GPD, the convenient transportation system. Taiwan's accession to the World Trade Organization, WTO, traditional agricul-ture is highly competitive, so have transformed into a leisure farm. Among the numerous recreations, the recreation farm that is easy to access, of-fering bio-geographical education and natural environment, carrying localized fea-tures is one of the popular types at present. In this study, as the research leisure farm industry, explore customer satisfaction whether back to affect the satisfaction level of customer participation through envi-ronmental Experiential Marketing, questionnaire survey, descriptive statistics, relia-bility and validitythe degree of analysis and other methods, qualitative, quantifica-tion research and analysis, data collection and analysis work. This study is based on structured questionnaires, research by industry leisure farm to the consumer leisure farms have been for the study, issued a total of 200, 192 valid questionnaires, the answer was 92%. Experience of relationship marketing and customer satisfaction are adding more pronounced after Individually participate, so that the results from the study, customer participation can influence whether the cus-tomer can be more satisfied.