A study of the Relationship among the Experiential Marketing, Experiential Value and Customer Satisfaction –A Case of Sister Wei Heart Desserts

• Main Authors: TSENG, YI-PIN, 曾怡萍
• Other Authors: HSU, MING-JU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/gq3g35

碩士 === 佛光大學 === 傳播學系 === 106 === As time changes, people have changed their dietary habits as well. Dessert has become a part of diet and been accepted by Taiwanese gradually. Consumers are no longer solely concentrating on the taste of desert but what they experience through it and, furthermore, the atmosphere the sweet creates. When the consumption pattern shifts to the emphasis on customer value in the sensory experience, which they more focused on in the past, now, the development of suitable marketing strategy has been an important key direction for the sustainable development of enterprises. This study is aming to understand customer experience of experiential marketing about Sister Wei Heart desserts. The study used the method of questionnaire to explore the relationship among experiential marketing, experiential value and customer satisfaction. 200 questionnaires were network version and 100, paper-based, with a total of 267 copies. After the invalid questionnaires were excluded, the valid questionnaires were 250 copies, the response rate was 87%. The study used SPSS software package for data analysis. We found out that the majority of customers in Sister Wei Heart were 21-40 year-old women, and, geographically, most of customers reside in Yilan County or Yilan City. The conclusions of this study are as follows：gender has a significant difference in experiential marketing, experiential value and customer satisfaction; experiential marketing has a significant influence on experiential value; experiential marketing has a significant influence on customer satisfaction; experiential value has a significant influence on customer satisfaction. The study provide the following suggestions to the desert-related industry: Increasing customer’s feeling experience, thinking experience, acting experience, relating experience in the store consumption. Three kinds of service quality should be created in order to improve customer’s satisfaction, and one is consumer investment returns, another is service excellence, the other is playfulness.