A Study on Experiential Marketing, Service Quality andCustomer Satisfaction – The Case Study of MagicalMushrooms Tribe Recreational Ranch

• Main Authors: Liu Chun-Maio, 劉純妙
• Other Authors: LIU,HAN–YU
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/842753

碩士 === 康寧大學 === 企業管理研究所 === 103 === Recreational farming in recent years has become a new highlight of tourism in Taiwan. Recreational farming offers visitors not only a new depth of experience but also good service quality, efficiently improve customer satisfaction. In this study,visitors to Changhua Magical Mushrooms Tribe Recreational Ranch for the study. To explore the relationship between farm tourism and visitors in experiential farm marketing, service quality and satisfaction. Through the literature citation and collection, conducts a questionnaire survey, to detect the correlation between variables whether there are signicant differences between the validity of the analysis, reliability analysis, the descriptive statistics, and regression analysis. In this paper,the following conclusions:the experiential marketing and customer satisfaction have asignificant positive correlation; service quality has a significant impact on the customer satisfaction.