| Summary: | 碩士 === 崇右技術學院 === 經營管理研究所 === 104 === Title: The relationships among experiential marketing, experiential value and customer satisfaction - a case study on the Sports Center of New Taipei Municipal Hsin Tien Senior High School
Pages: 131
School: Chungyu Institute of Technology
Department: Graduate Institute of Business Administration
Time: January, 2016
Degree: Master
Candidate: Ming-Hsiung Ho
Advisors: Prof. Yuan-Du Hsiao
Prof. Cheng-Yuan Hsu
This research aims to explore the relationships between experiential marketing, experiential value and customer satisfaction, targeting on the customers of the Sports Center of Hsin Tien Senior High School. The subjects are patrons of the Sports Center age 12 and older who have used the facilities between 2014 and 2015. An empirical study was conducted through questionnaire survey. A total of 300 questionnaires were sent out and 279 valid questionnaires were returned. Statistics derived from the survey were tested by several statistical tools, including descriptive statistics, independent samples t-test, one-way ANOVA and regression analysis. Based on the results of the analysis, we have the following findings:
1.From the analysis on the demographic data, the majority of customers of the Sports Center is age 21 to 30. Most are single. A high percentage holds associate/bachelor degree and higher. Most of them are students. And the majority falls into the income group of 20,001 to 40,000.
2.In the three components explored in this research, experiential marketing, experiential value and customer satisfaction, the dimensions “affective experience”, “fun” and “facilities” respectively corresponding to each of the above components scored the highest positive level.
3.Positive and significant correlations are found between all component pairs: experiential marketing and experiential value, experiential value and customer satisfaction, and experiential marketing and customer satisfaction.
4.The survey on customers of Hsin Tien Senior High School Sports Center provided the following results: experiential marketing has significant influence to the customers’ experiential value and satisfaction rate. Customers’ experiential value also has significant influence on customer satisfaction.
Keywords: Experiential Marketing, Experiential value, Customer Satisfaction, Sports Center
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