The study of the effect of experiential marketing on customers' attitude toward the activity participating：a case study of NSO piano marathon concert for 840 players

• Main Authors: Tseng,Yi Ning, 曾奕寧
• Other Authors: 樓永堅
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/t97y68

碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 105 === 　　The term” Experiential Marketing” was firstly developed from Schmitt’s study in 1999. As experience itself can happen in any industry or any stage of purchasing, it is important to understand the process of how customer creates value through different types of experience and how the experience influences the customers’ attitude and behavior. Previous studies also indicated that customer involvement may be another factor to influence the creation of experiential value.Therefore, this study attempts to analyze the relationship between experiential marketing, customer involvement, experiential value, customer satisfaction and customer loyalty. 　　The previous studies of experiential marketing in performing arts usually applied to passively-participating audience who only “watch” the performance without interacting with the performers. This paper takes ”NSO Piano Marathon Concert for 840 Players”, which features customers’ positively participating as being both the audience and the performers in the same activity, as a study case , trying to compliment the lack of empirical research in this type of experiential marketing. 　　The study adopts the questionnaire survey method. The results of the analysis show that “Sensory and Emotive experience” has the most significant influence on experiential value and will indirectly influence customer satisfaction through the partial mediating effect by experiential value. Customer involvement will indirectly influence customer satisfaction through the partial mediating effect by experiential value. Customer satisfaction has a positive influence on customer loyalty. Therefore, the study suggests that the activity host put more attention to enhance the Sensory and Emotive experience by improving the attraction of stage layout, the whole traffic flow and the entertainment of activity. Meanwhile, enhancing the participants’ involvement will help increase the customer satisfaction as well.