| Summary: | 碩士 === 國立高雄應用科技大學 === 財富與稅務管理系 === 103 === With the advent of experiential economy, changes of consumption patterns, and the rise of consumer awareness, traditional marketing practices can no longer meet the needs of consumers. As a result, businesses across all industries are looking for various marketing strategies to attract consumers and enhance their competitiveness in the market. Experiential marketing stresses not only the functions and benefits of products or services but also customer experiences in the consumption process. It seeks to offer customers more affective and in-depth experiences through interactions with products.
The subjects in this study were consumers who have visited Eslite Bookstores in Kaohsiung. The subjects were selected based on convenience sampling, and a total of 390 questionnaires were administered. 376 valid responses were obtained, resulting in a valid response rate of 96.4%. Data were analyzed using SPSS to examine differences across demographic variables, how the five dimensions of experiential marketing (i.e. SENSE, FEEL, THINK, ACT, and RELATE) are respectively related to customer satisfaction, and the effect of customer satisfaction on behavioral intention. Empirical results showed that (1) experiential marketing, customer satisfaction, and behavioral intention varied partially across demographical variables to the level of significance; (2) experiential marketing was significantly and positively related to customer satisfaction; (3) SENSE was significantly and positively related to customer satisfaction; (4) FEEL was significantly and positively related to customer satisfaction; (5) THINK was significantly and positively related to customer satisfaction; (6) ACT was significantly and positively related to customer satisfaction; (7) RELATE was significantly and positively related to customer satisfaction; and (8) customer satisfaction was significantly and positively related to behavioral intention.
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