文章基本信息

标题：Sense Marketing, Experiential Marketing, Customer Satisfaction and Repurchase Intention
本地全文：下载
作者：Farshad faezy razi Masoud lajevardi
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2016
卷号：21
页码：67-73
语种：English
出版社：International Institute for Science, Technology Education
摘要：Sense marketing is focus on five senses, offering customers with pleasures or excitement. If managed well, sense marketing is able to distinguish company and product, stimulating customers' sense experiences and delivering values to customers. Product and service marketing in the past usually adapted low-price strategy and eventually leaded to battles in prices. However, time is changing, those traditional marketing techniques could 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 and repurchase intention.
其他摘要：Sense marketing is focus on five senses, offering customers with pleasures or excitement. If managed well, sense marketing is able to distinguish company and product, stimulating customers' sense experiences and delivering values to customers. Product and service marketing in the past usually adapted low-price strategy and eventually leaded to battles in prices. However, time is changing, those traditional marketing techniques could 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 and repurchase intention. Keywords: Experience Marketing, Sense Experience, Satisfaction, Repurchase Intention
关键词：Experience Marketing; Sense Experience; Satisfaction; Repurchase Intention