| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 107 === In the process of product sales, manufacturers can use experiential marketing to enable consumers to get experiential value after real experience of goods and the overall service. The value of the goods and services obtained from the experience process, so that consumers are loyal to the brand. This study uses CHANEL boutique as the research target, and uses the in-depth interview method of qualitative research to visit 21 consumers and brand marketing planner to explore why the various aspects of experiential marketing will make consumers have different perceptions of experiential value, and how the experiential value affects. The relationship and consistency between these values and the ideas that the manufacturer wants to convey. This study begins with five aspects of sense, feel, think, act, and relate to explore what value of experience consumers experience in their experiential marketing and why they generate these values. In addition, four aspects of playfulness, aesthetics, consumer return on investment, and service excellence are used to explore how these experiential values affect consumer loyalty. Finally, we use two facets of loyalty: attitudinal loyalty and behavioral loyalty to measure customer loyalty and find out the influencing factors. The research result shows that the experiential marketing will affect the consumer's experiential value through the consumer experience. Consumers who own the CHANEL bag will consider themselves have better financial ability and social status. Therefore, they will get the experiential value of consumer investment compensation. When consumers are satisfied with the service process, goods or activity experience, they will have beliefs about the brand products, be satisfied with the service, and generate repurchase behavior, which will affect the loyalty. However, the study also found that giving consumers a good experiential value is not the only factor that affects loyalty. When consumers feel the service attitude is not good, they will still be willing to repurchase because they have faith in brand goods. The experiential value does not directly affect consumer loyalty. It must be satisfied by the vendor's sales strategy, such as providing high-quality goods, excellent service processes and after-sales service to meet the two facets of attitude and behavior. In conclusion, consumers can be loyal to the brand.
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