The Relationships among Theatrical Components,Experiential Value,Relationship Quality,and Relationship Marketing Outcomes |
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Authors: | Chin-Fa Tsai |
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Affiliation: | 1. Department of Business Administration, National Chiayi University, No. 580, Xinmin Road, West District, Chiayi City 60054, Taiwancftsai@mail.ncyu.edu.tw |
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Abstract: | Both marketing practitioners and academic researchers have traditionally recognized the major influence that relationship quality (RQ) has on relationship marketing outcomes. Differing from previous studies, this study proposes a more integrated model by including theatrical components and experiential value in the “RQ-relationship marketing outcomes” paradigm. The structural relationships among the variables are examined by adopting a structural equation modeling (SEM) approach in the context of a theme park. The results confirm the existence of the path “theatrical components → experiential value → RQ → relationship marketing outcomes”. |
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Keywords: | theatrical components experiential value relationship quality relationship marketing outcomes theme park |
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