The consuming environment in the 21st century has transformed itno a stage of experience economy, consumers pursue the products which can create wonderful memories more than the ones with high quality and efficiency. Also, their consuming behaviors transform from being ration-dominated to being ration-and-emotion-mutually dominated; further, consumers are fascinated with not only products or services but also the unforgettable consuming experiences. In this way, Schmitt(1999) proposed strategic experiential modules¡]SEMs¡^¡Xsense, feel, think, act and relate marketing to create the integral experiences for customers, and even stated that the employment of the concepts of experiential marketing has turned out to be a fashion in practice.
This study adopted Starbucks to be the analyzing target. The main purpose is to examine the effectiveness of experiential marketing and to discuss the impacts of experiential marketing on customer loyalty; then the study added involvement, consumers¡¦ life styles, and centrality of visual product aesthetics to be the moderate variables, to examine the relation between experiential marketing and consumer loyalty. Based on these analyzing results, the companies can find out the most effective moderate variables to develop the marketing strategies, and even to build up the competitive advantage.
This study put emphasis on those who consume in Starbucks recently, to implement the empirical investigation through the questionaire method, distributing 577 samples while the valid ones got 532 in total. This study analyzed the collected data through descriptive statisitic analysis, reliability analysis, factor analysis, cluster analysis, multiple regression analysis, one-way ANOVA and so on, to verify the hypothses of this study and to come out these results as follow.
1.The higher the consumers¡¦ integral experiential evaluations are, the higher the customer loyalty is; the consumers¡¦sense experiences, think experiences, act experiences and relate experiences even have positive influences on customer loyalty.
2.For consumers being with diverse levels of involvement, the consumer loyalty alters with their experiential evaluations.
3.For consumers being with diverse centrality of visual product aesthetics, the consumer loyalty fails to alter with their experiential evaluations.
4.For consumers being with diverse life styles, the consumer loyalty fails to alter with their experiential evaluations.
5.Consumers who have different life styles will own divergent centrality of visual product aesthetics.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0715107-185220 |
| Date | 15 July 2007 |
| Creators | Wang, Hsin-i |
| Contributors | Jun-ying Huang, Huei-mei Liang, Fu-yung Kuan, Jacob Y. H. Jou, Yi-pung Lin |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0715107-185220 |
| Rights | not_available, Copyright information available at source archive |
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