碩士 / 國立臺北大學 / 公共行政暨政策學系碩士在職專班 / 105 / The paper presented a study of marketing strategy through the experience of the Coastal Journey of Jinbauli’s Cihuhu Temple Mazu. The study conducted a deep exploration based on the theory of Strategic Experiential Models (sensory, emotion, thought, action and association) proposed by Schmitt（1999）and used the connotation of experiential marketing to understand the differences of participant attributes and the causal relationship among the variables (experiential marketing, experiential value, customer satisfaction, customer loyalty). The aim of this research, through experiencing the process of interaction and touching the inner feelings as well as a variety of experiences, was to bring a new spiritual experience different from previous ones as well as to re-create the experience of active participation and to construct high-quality experience value orientation so as to get the largest overall satisfaction, and thus continue to, and encourage more people to, participate in such activity.
This study adopted quantitative research methods for data analysis. The SPSS Chinese version of statistical package software was used to analyze the questionnaires distributed, of which a total number of 525 were collected including 34 invalid and 491 valid questionnaires. According to the tests required by the study’s hypothesis, valid questionnaires were analyzed by relevant statistical methods such as descriptive statistical analysis, reliability analysis, validity analysis, t test analysis, analysis of variance and multiple regression analysis.
Regression analysis was used to validate and examine the impact relationship between the hypothesis and the variables of this study. According to the statistical analysis, the conclusions were as follows:
1. The associated experience of experimental marketing had a significant positive impact on functional value, social value, emotional value, tasting value, conditional value, customer satisfaction, and customer loyalty. When the perception of associated experience of participant was higher, the higher the experiential value of the participant's experience; the higher the satisfaction and loyalty of associated experience, the higher satisfaction and loyalty were.
2. The associated experience and thinking experience of marketing experiences showed a positive impact on customer satisfaction, which indicated that the higher the perception of participant’s associated experience and thinking experience, the higher the satisfaction with the activities.
3. The associated experience and action experience of marketing experiences demonstrated a significantly positive impact on customer loyalty, which showed that the higher the perception of participant’s associated experience and action experience was, the higher was the loyalty to the activities.
4. The functional value and conditional value of the experimental value displayed a significantly positive impact on customer satisfaction and customer loyalty. The higher the perception of participants of functional value and conditional value, the higher the satisfaction and loyalty were.
5. Customer satisfaction has a significant positive impact on customer loyalty, and the higher the degree of customer satisfaction, the higher was the loyalty to the activity.
Finally, this study, based on the findings, made recommendations as reference to organizers for their planning of overall activities as well as to researchers of follow-up studies.
Keywords: Jinbauli’s Cihuhu Temple, the coast journey activities, experiential marketing,
experiential value, customer satisfaction, customer loyalty
| Identifer | oai:union.ndltd.org:TW/105NTPU1610020 |
| Date | January 2017 |
| Creators | TAI, HUNG-YU, 戴鴻淯 |
| Contributors | WONG,SENG-LEE, 翁興利 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 240 |
Page generated in 0.0063 seconds