The Effect on the Customer Satisfaction and Loyalty of Experiential Marketing－The organic restaurant example of the Taiwan Market Pot Shop

• Main Authors: TSAI, YU-HSIN, 蔡宇信
• Other Authors: CHIANG, CHANG-TZU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/tzp49r

碩士 === 元培醫事科技大學 === 企業管理系碩士班 === 106 === This research used the Taiwan Market Pot Shop, Home Party Group as the case to study about the relationship of SEMs, experiential value, customer satisfaction, and customer loyalty. At the end, this research offered practical suggestions to the China Market Pot Shop, Home Party Group. 　This research used by on-site physical and Internet questionnaire survey method to understand customers who had consumed in The organic restaurant the Taiwan Market Pot Shop as primary studying group. 284 valid questionnaires were collected. Tidying up all the valid questionnaires, we use SPSS software for statistical analysis. To prove the effect from independent variable to dependent variable, this study use Descriptive Analysis, Reliability Analysis, Validity Analysis, Paired-comparison t Test, One Way ANOVA Analysis, Scheffe's Test and Regression Analysis to verify it. Then propose management implications and future research recommendations. 　　The results of this research are listed as below: 1. The sense module and the relate module of SEMs can strengthen the customer satisfaction positively. 2. The sense module, relate module, and relate module of SEMSs can strengthen the customer loyalty positively. 3. The experiential value module, the service excellence module of experiential value can strengthen the customer satisfaction positively. 4. The experiential value module, the consumer return on investment module of experiential value can strengthen the customer loyalty positively. 5. The customer satisfaction can strengthen the customer loyalty positively.