Relationship among Experience Marketing, Customer Satisfaction and Customer Loyalty ：An Empirical Examination in pagoda of China

• 발행기관: 글로벌경영학회
• 저자명: 첨희 최진국
• 간행물 정보: 『글로벌경영학회학술대회 발표논문집』2019년 하계학술대회 발표논문집, 9~10쪽, 전체 2쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.05.30

영문 초록

In the new economic period, the marketing methods of enterprises are constantly changing with the times. Traditional marketing methods not only cannot effectively promote customers purchase, but also can only play a negligible role in improving customer satisfaction and customer loyalty. If offline retailing wants to survive and develop in the fierce market competition, it should focus on enhancing customer experience effect, improving customer satisfaction and customer loyalty. Through empirical research on Baiguoyuan, this paper concludes that experiential marketing has a significant positive impact on customer loyalty, and customer satisfaction plays a mediating role in the impact of experiential marketing on customer loyalty. Based on the conclusions, this paper discusses how to improve customers experience in consumption, thereby improving customer satisfaction and loyalty, and gives some suggestions.

키워드

Baiguoyua experiential marketing customer satisfaction customer loyalty