Background - For the retail industry, the increasing adoption of e-commerce solutions have brought opportunities, but also challenges. As physical stores have to varied extent lost their importance, they can no longer solely compete on price or quality but can instead benefit from adopting an experiential marketing strategy. Experiential marketing acknowledges the consumer as rational and emotional, and focuses on how to engage the customer through value adding experiences. Swedish retailers face these challenges right now as an increasing share of all Swedish retail sales are made online. The body cosmetics industry makes up the second largest segment of Swedish e-commerce sales, but also holds some of the most prominent brands in offering store experiences, making it a competitive and interesting industry to explore from an experiential marketing perspective. Purpose - The purpose of this thesis is to explore how experiential marketing strategies impact customers’ perception of value within the body cosmetics retail industry in Sweden. The research fills a gap since no previous qualitative study has been made connecting experiential marketing with customer perception of value within this industry. Method - An exploratory study with and inductive research approach has been conducted to answer the research question. A multi-method qualitative research design, where the methodological triangulation builds on company and customer interviews, as well as observations to explore the topic and fill the research gap. The findings were analysed with an thematic analysis, in which the authors identified four themes. Findings and Conclusion - The findings result in four themes essential when using experiential marketing strategies to impact the customer’s perception of value; staff interaction, value co-creation, a unified strategy and a higher purpose. It is concluded that experiential marketing is a way in which companies positively can impact customer perception of value.

體驗行銷最早於1999年被Schmitt學者所提出，其概念為透過體驗媒介與策略體驗模組的相互搭配，創造出不同的體驗，使消費者能感同身受，進而創造美好的回憶並改變其態度與行為。根據過去文獻指出，不同的體驗將會產生不同的體驗價值，進而影響滿意度與忠誠度，此外，涉入程度亦為影響體驗價值產生之因素之一。因此，本研究以體驗行銷的角度出發，欲探討體驗行銷、涉入程度、體驗價值、滿意度與忠誠度五大構面之間的關係與影響程度。 　　以往探討表演藝術體驗行銷之研究，多以被動聆賞式的表演型態為例，而國家交響樂團(NSO)於 2017 年 1 月 1 日所舉辦之《NSO 840人鋼琴馬拉松音樂會》，為主動參與式的體驗，其特色為參與者可同時扮演觀眾與表演者之角色。由於針對主動參與式的表演藝術體驗活動之研究較少，因此，本研究以《NSO 840 人鋼琴馬拉松音樂會》為例，探討顧客參與藝文活動的體驗對於整體態度的影響路徑，以補足過去主動參與式之藝文活動實證研究的不足，同時對未來藝文活動之主辦單位給予行銷策略之參考建議。 　　本研究採用問卷調查法進行樣本蒐集與分析，結果發現，體驗行銷中的「感官情感體驗」對於體驗價值與滿意度之提升最具顯著效果，並且能透過體驗價值的部分中介效果，影響滿意度。此外，參與者的涉入程度會透過體驗價值的部分中介效果，進而影響滿意度，而滿意度對忠誠度有顯著的正向影響。因此，建議藝文活動之主辦單位可透過整體舞台佈置的美觀性與活動路線舒適感的改善、活動趣味性的提升，以及提高參與者的涉入程度，來增進其顧客滿意，進而達到忠誠度提升之最終目的。 / 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.

El marketing sensorial es considerado como una estrategia de mercadeo que intenta estimular nuestros sentidos. La mayoría de las marcas peruanas ahora tratan de conquistar a los consumidores y retenerlos ya que cada día son más exigentes. Lo que la mayoría de las veces hacen es enfocar la atención que sus clientes le dan a sus sentidos teniendo en cuenta que el sentido del olfato se caracteriza por tener un alto nivel de recordación. Esto a su vez hace que de cierta manera la marca trate de ganarse un lugar en la mente de los consumidores. Teniendo en cuenta esto, se procederá a analizar el marketing olfativo en la tienda Desigual en Lima para posicionarse en la mente del consumidor de 22 a 29 años en el segundo semestre del año 2020. Se desarrollará de manera cualitativa, ya que se buscará; de alguna manera, comprender al consumidor y cómo percibe el marketing olfativo al momento de buscar la experiencia dentro de la tienda. / Sensory marketing is a marketing strategy that stimulate our senses. Nowadays most of the Peruvian brands try to retain the consumers, who become more demanding every day. What the brands do most is focus on their clients sense attention taking into account the sense of smell, that its characterized by having a high level of memory. This means that the brand is already positioned in the consumer's mind. Taking this into account, we will proceed to analyze the olfactory marketing of the Desigual brand in Lima for people between 22 and 27 years old in the second semester of the year 2020. It will be developed qualitatively, as it will be sought; in some way, understand the consumer and how he perceives olfactory marketing when looking for the experience with in the store. / Trabajo de investigación

2001年，消聲已久的蘋果公司推出iPod，改寫了音樂產業的風貌，造成全球搶購的熱潮，自此之後，蘋果公司陸續推出許多產品，在全世界屢獲好評，在台灣亦如是。然而，台灣目前沒有Apple Store，因此欲於實體店面購買蘋果產品的消費者，會至蘋果在台的各大經銷商購買，而目前在台灣有四大優質經銷商，分別是Youth、德誼、Studio A和i Store，此四家的業績近乎佔盡台灣蘋果銷售市場。因此，本研究以蘋果公司最重要的兩項元素「服務創新」及「體驗行銷」作為本研究內涵，以此檢視台灣蘋果四大優質經銷商在「顧客滿意度」與「顧客忠誠度」上是否獲得消費者的認同。 　　本研究以調查法為主，於2011年4月9日至2011年5月7日間透過網路平台發放問卷，總計填答者471位，剔除無效問卷31份，有效問卷共440份，有效回收率為93.4 %，並以深度訪談為輔，訪問台灣蘋果四大優質經銷商於台北旗艦店之店經理與副店經理。 　　透過量化與質化的研究結果可得以下四大結論，第一，服務場景與流程創新是讓消費者辨別經銷商之關鍵；其二，消費者感受到的五感體驗將烙印於消費者心中；其三，顧客滿意度由服務創新與體驗行銷共同決定；最後，顧客忠誠度的表現是為企業獲利指標。另外，透過本研究長期觀察與實證結果，提出下列幾點建議予台灣蘋果公司參考：爭取優先上市權、舉辦活動並增加露出、播送電視廣告、提高服務品質、遵守蘋果總公司服務條款、建立專門蒐集消費者意見之管道。 / In 2001, the Apple Inc. which had been quiet for a long time announced their product – iPod, and soon rewrote the style of global music industry. The representing product – iPod also raised up shopping rush all over the world. Henceforward, Apple Inc. brought lots of products and became popular around the world, so did Taiwan. Even though, Apple Inc. didn’t institute any Apple Stores in Taiwan, the only way to buy Apple’s products personally is to visit dealers which acquire authorization. In addition, there are four APRs (Apple Premium Reseller) in Taiwan, include Youth, Dataexpress, Studio A, and istore, they also hold overwhelming majority of Apple products selling in Taiwan. As a result, this research is based on service innovation and experiential marketing that two factors the Apple Inc. emphasize most, and examine whether those four APRs had obtain identification from consumers in customer satisfaction degree and customer loyalty or not. 　This research used survey procedure to gather feedbacks from consumers during 9th April to 7th May in 2011 by uploading internet survey platform. There were 471 answer sheets on the platform above, 31 of them were invalid and 440 were valid, achieve the scale at 93.4%. We also used depth interview and had interviews with shop managers and vice-shop managers of those four APRs. 　Combining the two dimensions, this research had four main conclusions. First, Services cape and Procedures innovations are key points for consumers to recognize resellers. Second, five source of sense experience that consumers truly experience will make deep impressions in their mind. Third, customer satisfaction degree depends on service innovation and experiential marketing. The last but not least, the certain appearance of customer loyalty is as the index of company’s profit. According to long term observation and the conclusions of empirical research, we recommend few suggestions for the branch in Taiwan of Apple Inc. as follow. First, try to fight for the position of debut product, try to hold more selling activities and increase exposure, try to broadcast more TV commercials, try to raise service quality, try to obey service principles and guidelines established by Apple Inc., and try to set up a special channel to collect opinions from consumers.

本研究旨在探討國內外符合體驗經濟時代的品牌，透過文獻回顧與探討，整理出一個可由消費體驗發展品牌的架構，並以此架構進行個案分析與檢視，提出研究發現，提供想要由消費體驗發展品牌的廠商，作為自我檢視品牌發展之用；同時，作為品牌操作之實務運作可依循的方向，強化品牌發展之路。 本研究使用質性研究的多個案研究方法，選擇選取了國內外各兩家消費體驗的代表品牌為研究對象，進行深度的訪談，分別為法藍瓷、王德傳、美體小舖與無印良品四個品牌；並同時蒐集相關的次級資料進行彙整，最後，透過本研究架構進行個案的分析與比較，以了解其公司如何從消費體驗發展品牌的經營之道，並彙整出研究發現。 本研究發現乃藉由「由消費體驗發展品牌的觀念架構」，指出互動過程可透過體驗行銷策略模型之實務操作形成客戶消費體驗；透過顧客關係管理實務建立長期的品牌關係，而衡量關係準則可藉由關係密度與關係活動了解關係品實質以調整品牌互動的方式；最終使顧客感受品牌精神。並透過四個成功案例分析與印證，彙整發現與結論如下: 1. 品牌精神乃品牌經營之根本，需具備「獨特、真實、談論性高」之特質。 2. 品牌關係可透過顧客關係管理之行銷操作，以會員經營與管理為主，可使品牌行銷更精準有效率。 3. 客戶體驗可透過Schmitt(1999)體驗行銷策略之運用，發現: 3-1.體驗類型，感官、情感、思考、行動與關聯並非獨立存在，而是互相影響。 3-2.體驗類型首重感官之視覺刺激誘發情感體驗 3-3.客戶體驗影響品牌與顧客關係 3-4.客戶體驗首重情境式體驗與圖像式溝通 3-5.對體驗媒介之產品呈現方式(品質、設計與包裝等)最為重視 3-6.共同建立品牌之聯合行銷的方式最為常用，以補足較少的廣告行銷預算。 4. 品牌精神、品牌關係與客戶體驗之相互關係 4-1.需以全面觀點規劃與設計，三者兼備，缺一不可。 4-2.三者關係需兼顧一致性與相互呼應 / The purpose of this research is to discuss the brand of Experience Economy at home and abroad. According to a literature review and research, we first developed a conceptual framework of brand development through consumption experience. Then, we analyzed and viewed successful cases based on this conceptual framework of brand development. Finally, we proposed findings. This research may help companies that want to develop brands through consumption to view brand development. At the same time, it is also a way to practice brand execution and may enhance brand development. In this research, we adopted a multi–case study method of qualitative research. We selected four brands at home and abroad in the case study: Franz, Wang De Chuan, the Body Shop, and MUJI. The analysis of these case brands was based on the primary material, which we obtained from in-depth interviews and from related secondary materials collected and archived from many ways. Finally, we analyzed and compared the four cases using this conceptual framework of brand development, and we made several discoveries. The study found that the interactive process can be applied in practice through the strategies of experiential marketing and can then be used to form customers’ consumption experiences, to develop long-term brand relationships through customer relationship management, to evaluate the relationship’s criteria through relationship activities, which can the be adjusted in brand-interactive manner; and to make the customer feel brand spirit finally. Above all else, we based our work on the conceptual framework of brand development through consumption experience. Below are the findings and conclusion from the analysis and proof of the four case studies: 1. Brand spirit is the base of brand development. It requires several features, such as unique, real, and intense discussion. 2. Brand relationships can let brand marketing be precise and effective through the practices of customer relationship management and member management. 3. Customer experience can be expressed through the strategies and execution of experiential marketing from Schmitt (1999). Below are discoveries: 3-1. An experience model describes the way we sense, feel, think, act, and relate. These reactions are independent but are interactive in their influence. 3-2. An experience model pays attention to stimulation from the sense of sight to induce feelings and experiences. 3-3. The customer experience affects the relationship between the brand and customer. 3-4. The customer experience emphasizes communication based on situation and picture. 3-5. Experience media emphasize product expression, e.g., quality, design, and packaging. 3-6. A marketing strategic alliance is usually used in order to keep a low budget for marketing. 4. What is the interactive relationship among brand spirit, brand relationship, and the customer’s experience? 4-1. The relationship of the three needs to be planned and designed using an indispensable overall concept. 4-2. The relationship of the three needs consistency to keep one another healthy.

本文探討「慈濟靜思書軒心靈講座」活動，透過不同的服務品質與體驗行銷，獲得民眾對靜思書軒的滿意度，進而提升對慈濟與靜思書軒之忠誠度。本研究質化與量化方法同時進行,提出對提升「慈濟靜思書軒心靈講座」活動之行銷策略與改善建議。質性調查採用深度訪談法，蒐集心靈講座活動之主管、員工與顧客對講座舉辦概況、滿意度與整體評價等進行瞭解，提出對心靈講座未來舉辦活動之策略與建議。量化部分則透過靜思書軒19門店之協助，針對參與心靈講座之民眾進行問卷填寫與資料蒐集。本研究問卷調查採用隨機抽樣法，針對發放期間有舉辦的14間門市進行問卷發放。共發放420份問卷，有效問卷為300份。發放時間為2011年8月1日至9月30日。本文研究目的包括： 1.探討「活動服務品質」及「體驗行銷」與「顧客滿意度」、「顧客忠誠度」之意涵。 2.檢定「活動服務品質」及「體驗行銷」與「顧客滿意度」「顧客忠誠度」等構面之關係。 3.「人口統計變項」對「活動服務品質」、「體驗行銷」、「顧客滿意度」、「顧客忠誠度」是否有顯著差異化。 依據本研究所獲得的結果，受訪者以女性、年齡以45歲~54歲以上、職業家管、薪水在40,001~50,000、居住地區則在台北市最多。服務品質對顧客滿意度有顯著影響、體驗行銷對顧客滿意度有顯著影響、顧客滿意度對顧客忠誠度有顯著影響。本研究依其問卷與訪談結論，建議靜思書軒應事前規畫每場服務人員的比例與配置，會場的佈置、民眾活動的動線與活動行程，加強情感部分與促使會眾參與度提升，提供客製化之講座，提高會眾參與度及擴大目標市場與增加客源，達到「淨化人心」的目標。 / This paper discusses the activities of “Mind Talk” held in Jing Si Books & Café, through various service quality and experiential marketing to increase the satisfy and customer loyalty in Jing Si Books & Café and expect to enhance and modify the activities of “Mind Talk”. In this study, qualitative and quantitive methods are used at the same time. 420 questionnaires were collected from 14 Jing Si Books & Cafés, and 300 questionnaires are valid. The samples are selected randomly from August 1st to Novernment 30th, 2011. The purposes of this study are included: 1.To discuss the meanings of “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”. 2.To examine the dimensions of “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”. 3.To test the significances on “demographic variables”, “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”. Based on the results, the most respondents were female, ages from 45 to 54, housewives, wages between 40,001 and 50,000, and living areas are in Taipei city. Service quality has a significant impact on customer satisfaction and experiential marketing has impacted on customer satisfaction and customer loytalty. According to the conclusions, Jing Si Books & Café need to plan the preoportionof each service and configurations, organize the activities of the moving line and travel activities before each activity of “Mind Talk” are important. Strengthening the emotional to increase the participation and customized seminars will expand the target market and expect to achieve “Cleaning hearts” as the final target.