THE EFFECT OF EXPERIENTIAL AND RELATIONSHIP MARKETING ON CUSTOMER VALUE: A CASE STUDY OF INTERNATIONAL AMERICAN CASUAL DINING CHAINS IN TAIWAN

被引：17
作者：
Chou, Hsiu-Jung [1 ]
机构：
[1] Cheng Shiu Univ, Dept Business Adm, Niaosong 833, Kaohsiung Cty, Taiwan
来源：
SOCIAL BEHAVIOR AND PERSONALITY | 2009年 / 37卷 / 07期
关键词：
experiential marketing; relationship marketing; customer value; international American casual dining chains; CONCEPTUALIZATION;
D O I：
10.2224/sbp.2009.37.7.993
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
The research targets of this study were international American casual dining chains, which are now common in Taiwan. Of 500 questionnaires distributed, 327 of those returned were valid. Results indicated that some of the variables investigated had significant effects on experiential marketing, relationship marketing, and customer value with the most significant being emotional experience. Some marketing strategies and recommendations for entrepreneurs in the industry are provided.
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页码：993 / 1007
页数：15
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