| Summary: | 碩士 === 朝陽科技大學 === 企業管理系 === 104 === Abstract
The fitness industry in Taiwan started to flourish after the implementation of two-day weekends and because of the increasing emphasis on personal health in modern times. Rather than regarded as a high-end consumption behavior, going to a health club is now an affordable leisure activity. In 2013, the Taiwan Branch of the US-based Herbalife launched Fit-Clubs to enable customers to experience the effects of Herbalife products through exercise. This marketing model has become increasingly popular in Taiwan. Therefore, this study aimed to analyze the effects of experiential marketing and experiential value on customer satisfaction for Fit-Clubs.
In the questionnaire survey conducted in this study, a total of 137 questionnaires were distributed to trial customers at four Fit-Clubs operated by Herbalife in Taichung. Among the 131 retrieved questionnaires, 104 were valid. The regression analysis indicated that experiential marketing significantly affected both experiential value and customer satisfaction, and experiential value significantly affected customer satisfaction. In addition, both experiential marketing and experiential value affected customer satisfaction, with the former exerting a stronger influence than the latter. Accordingly, Herbalife is recommended to associate customers’ need for exercise through the sensory, emotional, and relational factors in experiential marketing. By doing so, the company will increase customer satisfaction through exercise experience, thus significantly encouraging customers to view Fit-Clubs as the optimal choice for exercising and relaxing.
Keywords: experiential marketing, experiential value, customer satisfaction, health club
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