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Abstract
Product and service marketing in the past usually adapted low-price strategy and eventually led to battles in prices. However, times are changing; those traditional marketing techniques may not represent the main stream in this competitive new age. Experience economy arrived after knowledge economy. In the new era of experience economy, the aim of marketing demand is "creating valuable experience". "Experience/ Experiential marketing" concept, proposed by Schmitt, has been a trend around the world. Surveying comprehensively for the past studies, sense in experiential marketing is rarely explored with its relations versus consumers' repurchase intentions. This study explored consumers of Mos Burger in Kaohsiung City and probed into how sense marketing could raise consumer loyalty to Mos Burger, and furthermore affecting repurchase intention. The purpose of this study is to explore different constructs of "sense marketing" in experiential marketing, and discovering the correlations among the variables of "customer satisfaction" and "repurchase intention" using regression model. The result proved that sense of experiential marketing is an indispensable factor and every construct of sense marketing also showed significant correlation between consumer satisfaction of Mos Burger and repurchase intention.
Keywords: Experience Marketing, Sense Experience, Satisfaction, Repurchase Intention
Introduction
Research Motive and Purpose
Ever since Pine & Gilmore (1998) introduced "welcome to the emerging experience economy" in their paper, "experience" has moderately becoming the noun that enterprises often use. Pine and Gilmore (1998) believed the differences between "experience economy" and traditional economy (agricultural economy, industrial economy) were in the pursuit of sensual experience economy and context shaping to create activities that consumers worthwhile, and focused on interactions between consumers and products. The concept of "providing customers with excellent experiences" has widely applied to every industry. Lots of enterprises not only aware of the importance of customer experience, but also successfully create a complete experience that is centered by them. For instances, Starbucks boldly surrounds their customers with unique experiences contexts from their brand, products and environments. IKEA builds a consuming environment where it is felt like a home, and all the furniture, decorations and layouts support customers' imagination. All these are to satisfy customers' experiences.
With promotion of service quality and rises of consumer awareness, the competition in food industry is increasingly fierce. It causes every food service provider...