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- Title
STUDY ON THE IMPACTS OF EXPERIENTIAL MARKETING AND CUSTOMERS' SATISFACTION BASED ON RELATIONSHIP QUALITY.
- Authors
Chou You-Ming
- Abstract
As the competition in the present marketing is hotter and hotter and purchasing power is gradually rising customers are not only satisfied with the perfect product provided by companies. One more significant thing for customers is the perfect consumer experience offered by companies (Turner, 2001). This paper makes use of relationship quality as the disturbance variable and makes research on the impacts of experiential marketing on customers' satisfaction. The study object is customers of Costco Wholesale Corporation and the data collection method used here is questionnaire. (Questionnaires are recovered then used SPSS 14.0 to factor analysis, reliability & validity analysis, hierarchical regression analysis respectively). Hoping the results and findings of the research will be helpful to companies in the application of experiential marketing.
- Publication
International Journal of Organizational Innovation, 2010, Vol 3, Issue 1, p189
- ISSN
1943-1813
- Publication type
Academic Journal