期刊刊名：經營管理論叢 　 卷期：9卷2期

篇名出版日期：2014年6月1日

作者：楊豐華,蔡侑勳,沈佳儀,Feng-Hua Yang,You-Xun Cai,Jia-Yi Shen

語言：English

關鍵字：Experiential Marketing, Customer Participation, Customer Satisfaction,體驗行銷,顧客參與,顧客滿意

被點閱次數：35次

閱讀時間：735sec

摘要：
In this study, we theoretically identify the relationships among experiential marketing, customer participation, and customer satisfaction. Integrating the experiential marketing-customer participation-customer satisfaction framework, we propose that experiential marketing not only has a direct positive influence on customer satisfaction, but also indirectly influences customer satisfaction through customer participation. This study uses a multinational furniture and home furnishings company’s (Company I) customers as the research subject, collecting 405 effective questionnaires. The results support our hypotheses. Overall, the results of this study can provide the furniture and home furnishings industry with a reference for marketing management decisions, and clarify the relationship between experiential marketing and customer satisfaction using successful customer participation. Therefore, the results of this study contribute to services marketing theory and research for the furniture and home furnishings industry.

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