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Abstract
There have been numerous local and foreign scholars conducting survey researches on various trades in view of the relationship among service quality, customer satisfaction and customer loyalty. However, there are few researchers viewing experiential marketing as the experimental subjects in shopping mall researches. This research aims to explore the relationship among experiential marketing, service quality, customer satisfaction and customer loyalty for various shopping malls located on Tainan. The sample matrices in this research are the subjects of shopping malls like Careerfour, RT-mart, Geant and others located on Tainan. There are totally 4 types of customers operated with the analyzing tools like convenient sampling, demographic variables, factor analysis, reliability analysis, T-tests, multiple regression analysis. There are totally 600 questionnaires delivered with 496 valid and 104 invalid replies received. Valid replies are rated at 82.67% .
Experimental results show:
1. Experiential marketing has a significantly positive effect on customer satisfaction.
2. Service quality has a significantly positive effect on customer satisfaction (partially supported).
3. Customer satisfaction has a significantly positive effect on customer loyalty.
4. Experiential marketing has a significantly positive effect on customer loyalty.
5. Service quality has a significantly positive effect on customer loyalty.
Keywords: Experiential Marketing, Service Quality, Customer Satisfaction, Customer Loyalty
Introduction
Research Background and Motivations
The idea of experiential marketing is an important trend for the economic era of human body experimental subjects. It means a marketing idea featured with both rationality and sensibility. Therefore, the decision of shopping activities made by consumers will be influenced by sensory factors to a certainly degree. Recently, experiential marketing has become a prevalent trend. Also, it seems this prevalence also influence discount shopping malls. Aside from enhancing comfortable space and well-organized shopping routes, discount shopping malls also integrate the effort from various types of vendors to hold several promotion campaigns and enhance the
circulation of advertising information. Such effort aims to create the environment for both recreation and shopping quite different from past settings. With various types of promotion campaigns, effort is made to increase operation performance. With the rapid development of discount shopping mall industries in Taiwan, discount shopping malls have deeply influenced the shopping habits of local consumers. In view of catering to the demands of consumers for lower prices and...