体验营销对顾客满意度的影响研究——以宜家为例

体验营销侧重于消费者精神和心理需求的满足,顾客满意度是体验营销效果的一个重要考量指标。本研究选取宜家作为研究对象,围绕体验营销的五个构成维度与顾客满意度的相关性展开研究。分析表明,体验营销对顾客满意度有正向影响,其中感官体验的影响最大。本文基于实证分析结果,为我国企业更好的实施体验营销提出了相关建议。

Influence of Experiential Marketing on Customer Satisfaction： Take IKEA As An Example

Experiential marketing is a strategic experiential late, and it focuses on how to meet consumers＇ psychological module including sense, teel, minK, act aria re- demands. Customer satisfaction is a key index to measure the effects of experiential marketing. This paper takes IKEA as an example to explore the relationship between experiential marketing and customer satisfaction. Using regression analysis, the results of the proposed model indicates that there is a positive relationship between experiential marketing and customer satisfactions, and the sense dimension is the most important part. Some suggestions are proposed in this paper according to the results.