Personality and Lifestyle Affect Experiential Marketing and Customer Relationship: A Case Study of Curves

• Main Authors: Hsiao-Wei Chiu, 邱筱瑋
• Other Authors: Chien-Te Ho
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/zs2xze

碩士 === 元智大學 === 管理碩士在職專班 === 102 === The purpose of the paper is to realize the current structure of the consumers of Curves for Woman 30 Minute Fitness Center on the basis of their basic backgrounds, experiential types, personalities and lifestyles. Further to study the variance of the experiential type for the consumers from different backgrounds, of different personalities and lifestyles. Lastly, the study will discuss the relation among the experiential type to customer satisfaction and customer loyalty; and the relation between customer satisfaction and customer loyalty. The study uses the method of convenience sample to make questionnaire survey and questionnaires were released in 4 Curves branch stores that were willing to cooperate in Taoyuan County. Total 550 questionnaires were released and 408 effective questionnaires were collected with valid recovery rate of 74.2%. Using software of SPSS for Windows 12.0 version to make statistics analysis by K-means methods, One-way ANOVA, stepwise multiple and Simple Regression, the following study results are obtained: 1.In the aspect of experiential type variance: The consumers who go to different branch stores and having different educational backgrounds, lifestyles, and personality will have obvious variance on experiential type. 2.In the aspect of explanatory power: (1)Five types (sense, feel, think, act, relate) of experience are all related to the customer satisfaction. The explanatory power achieves 55.3%. (2)Three types (sense, act, relate) of experience have positive correlation to customer loyalty. The explanatory power achieves 51.8%. (3)The customer satisfaction has 47.2% explanatory power over the customer loyalty.