||An Empirical Study of the Impacts of Telecom Concept Store Experiential Marketing on Experiential Value, Customer Satisfaction, and Customer Loyalty.
||Institute of International Management (IIMBA--Master)(on the job class)
自2005年10月台灣市場開放號碼可攜服務後,各家電信業者競爭加劇, 毛利也日漸在市占率的互相攻掠中,日益減少. 然而,各類型數據服務及手持式電子產品技術的創新,郤為電信業開啟另一個嶄新的契機; 唯, 電信服務的創新, 往往很難用文字就能取得客戶的偏好與使用, 讓消費者觸及,體驗, 試用,進而內化為自己的經驗,尚能發掘自己的需求, 才能真正讓其領域科技的進化為其生活帶來多少真正實質的便利,不僅自己購買,更能分享/奔相走告為服務推薦.
Due to the innovation within technology in the telecommunication industry, increasing numbers of mobile applications have been developed and launched into the mass market. Promoting these is difficult if it is based on the customers’ imagination only, rather than physical examples. This is because customers need to see, try and feel the applications in order to gain personal experience related to product specifications and weight. Through this experience, customers can then decide which products or applications they need.
This study discusses the relationship between different models of experiential marketing and customer loyalty, where customer perception is treated as a moderating variable. The study gathers data through the questionnaire investigation method to empirically test the experiential marketing versus loyalty intention relationship and interaction. The statistical analysis includes confidence analysis, validity analysis, factor analysis, Pearson analysis and structural equation modeling (SEM).
The results of this study show that experiential marketing and experiential value have a significantly positive influence on consumer satisfaction and customer loyalty. These findings provide valuable information for mobile service operators, allowing them to better understand consumer behavior, to plan for further product or service promotions, and to improve service quality and customer value, satisfaction, and loyalty.
TABLE OF CONTENTS
TABLE OF CONTENTS VI
LIST OF TABLES X
LIST OF FIGURES XI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives and Contribution. 3
1.3 Research Scope. 4
1.4 Research Procedure. 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 Definition of the Research Constructs. 7
2.1.1 Experiential Marketing. 7
2.1.2 Experiential Value. 13
2.1.3 Customer Satisfaction. 14
2.1.4 Customer Loyalty. 15
2.2 Interrelationships among Experiential Marketing and Experiential Value. 16
2.3 Interrelationships among Experiential Value and Customer Satisfaction. 18
2.4 Interrelationships among Customer Satisfaction and Customer Loyalty. 19
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 20
3.1 The Research Model and Construct Measurement. 20
3.2 Construct Measurement. 22
3.2.1 Experiential Marketing. 23
3.2.2 Experiential Value. 25
3.2.3 Customer Satisfaction. 26
3.2.4 Customer Loyalty. 27
3.3 Hypotheses to be Tested. 27
3.4 Questionnaire Design. 31
3.5 Sampling Plan. 31
3.6 Data Analysis Procedure. 32
3.6.1 Descriptive Statistical Analysis. 32
3.6.2 Purification and Reliability of the Measurement Variables. 32
3.6.3 Differences in Research Variables among Groups. 33
CHAPTER FOUR RESEARCH RESULTS 34
4.1 Introduction 34
4.2 Descriptive Analysis 34
4.2.1 Date Collection. 34
4.2.2 Characteristics of Respondents. 35
4.2.3 Measurement Results for Relevant Research Variables. 37
4.3 Reliability Tests. 40
4.3.1 Experiential Marketing. 40
4.3.2 Experiential Value of the Concept Store Experiential Marketing. 44
4.3.3 Customer Satisfaction of the Concept Store. 45
4.3.4 Customer Loyalty of the Concept Store. 46
4.4 Structural Equation Modeling (SEM). 47
4.5 Correlation Analysis among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty. 51
4.5.1 Correlation Analysis between Experiential Marketing and Experiential Value. 52
4.5.2 Correlation Analysis between Experiential Marketing, Customer Satisfaction, and Customer Loyalty. 52
4.5.3 Correlation Analysis between Experiential Value, Customer Satisfaction and Customer Loyalty. 53
4.5.4 Correlation Analysis between Customer Satisfaction and Customer Loyalty. 54
4.6 In-depth Interview. 54
4.6.1 Introduction. 54
4.6.2 Interviewee’s Background. 55
4.6.3 In-depth Interview Results. 55
CHAPTER FIVE RESEARCH RESULTS 57
5.1 Introduction. 57
5.2 Research Conclusions. 57
5.2.1 Experiential Marketing and Experiential Value. 59
5.2.2 Experiential Marketing and Customer Satisfaction. 60
5.2.3 Experiential Value and Customer Satisfaction. 60
5.2.4 Customer Satisfaction and Customer Loyalty. 61
5.3 Research Suggestions. 61
Appendix 1: English Questionnaire. 68
Appendix 2: Chinese Questionnaire. 74
Appendix 3: In-depth Interview 81
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