碩士 / 國立政治大學 / 傳播學院碩士在職專班 / 96 / This research is a case study of Eslite Xin Yi Store, based on “Experiential Marketing” theory by Schmitt (1999). My goal is to explore the business idea of Eslite Xin Yi store, so that consumers are willing to spend more time to stay than usual . I also want to explore the consumer’s feelings to understand whether the experiential marketing strategy of Eslite Xin Yi Store have positive effect on the customer satisfaction and loyalty. I use in-depth interviews and questionnaire as the method to the research.
The results are : SEMs (Strategic Experiential Modules) of experiential marketing, customer satisfaction and loyalty are positive correlation. In addition to related experience, the other four experiences are near significantly with customer satisfaction and customer loyalty.
This research made the following recommendations to the firms that : 1. they should pay attention to the design of products decoration in the sensing experience. 2. they should allocate the atmosphere according to the distinguishing feature of products in the feeling experience. 3. they should take the advantage of multimedia equipments to present the diversity of products information the thinking experience. 4. they should provide for self-service enquiry in the acting experience. 5. they should plan a wide variety of activities in the relating experience.
| Identifer | oai:union.ndltd.org:TW/096NCCU5375001 |
| Date | January 2006 |
| Creators | 林暄蕎 |
| Contributors | 祝鳳岡 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 118 |
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