Experiential marketing has been the new force in the field of marketing for past several years, while traditional marketing which focuses on single product can no longer satisfy nowadays customers. Instead, it is ¡§comprehensive marketing¡¨, the strategy that resorts to personal experiences through integrating organ, thinking, interrelation, interaction, service, and emotion, that rocks this industry. A series of relevant studies by scholar Pine II, Gilmore and Schmitt suggest that ¡§experiential marketing¡¨ can effectively and efficiently improve the satisfaction and loyalty of numerous consumers.
This thesis is based on the model of customers¡¦ three-phase decision process by Schiffman and Kanuk (2000), the model of five strategic experiential modules (SEMs) by Schmitt (1999), and other related literatures. In addition to utilizing these models and studies as the basis of this thesis, I accordingly revise the model to further accurately measure the characteristics of the basketball industry, or say Super Basketball League (SBL) in this case. Last but not the least, I also conducted the survey , by using questionnaires, to ask consumers who have attended the SBL games before how experiential elements influence the experiential satisfaction and the behavior of ¡§word of mouth¡¨. After collecting 208 effective questionnaires and running relevant statistics data analyses, the conclusions are found as follows:
1. There is a positive relationship between the promotion incentives used by the
SBL and consumers¡¦ willingness to attend the games.
2. There is a positive relationship between the personal interest and consumers¡¦ willingness to attend the games.
3. There is a positive relationship between the opinions of focus groups and consumers¡¦ willingness to attend the games.
4. There is a positive relationship between the audience's positive experience and consumers¡¦ satisfaction.
5. There is a positive relationship between the audience's positive experience and the behavior of word of mouth.
6. The level of customer¡¦s satisfaction will influence the behavior of word of mouth.
7. The various dimensions of the motive to attend the game have positive influence on consumers¡¦ satisfaction through experiential elements.
8. The various dimensions of the motive to attend the game have positive influence on the behavior of word of mouth through experiential elements.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0820107-013550 |
| Date | 20 August 2007 |
| Creators | Huang, Yu-chang |
| Contributors | jiun-ying Huang, Iuan-yuan Lu, Huei-mei Liang, Pei Chai |
| 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-0820107-013550 |
| Rights | campus_withheld, Copyright information available at source archive |
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