Back Issues 11-20

A STUDY ON THE IMPACT OF EXPERIENTIAL MARKETING ON SERVICE QUALITY AND CUSTOMER SATISFACTION FROM THE PERSPECTIVE OF CULTURAL CREATIVITY

Min-Min Lin

Graduate Institute of Cultural and Creative Design, Tung-Fang Design University, Kaohsiung, Taiwan

Chuan-Shiu Liu

Jasa Trading Co., Ltd, New Taipei, Taiwan.

Jiann-Sheng Jiang

Graduate Institute of Cultural and Creative Design, Tung-Fang Design University, Kaohsiung, Taiwan

Ming-Hung Lin*

Department of Electrical Engineering, Cheng Shiu University, Kaohsiung, Taiwan

*Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

Drinking coffee has currently become a part of people’s life to result in enormous business opportunities in coffee market. In addition to the emergence of coffee chain shops, convenience stores, supermarkets, and fast-food restaurants also promote coffee drinks, with fierce competition. Consumers change drinking coffee as daily drinks to the experience in pursuing brands and pay attention to the quality and safety of food and drinks as well as the perception of the climate. Furthermore, cultural and creative industries could help industries upgrade and create added value and promote economic growth that the development of cultural and creative industries is emphasized globally. Due to the global boom of cultural and creative industries, a lot of food service would combine cultural and creative elements with traditional architectures, local cultural characteristics, themes and styles, and space aesthetics to create quality dining environment, expecting to attract consumers’ active consumption.

Eslite Corporation was rewarded Taiwan Top Hundred Brands in cultural and creative service by Ministry of Economic Affairs, in 2011. Furthermore, to cope with the development of cultural and creative industries, Eslite Spectrum Corporation was established, which, as “creativity living industry” in cultural and creative industries in Taiwan, connects creative & creative and commercial activities and is the creative economy based composite channel, life brand, and food service business (Eslite Café). It provides cultural and creative space, goods, and service, creates beautiful life experience, and becomes a cultural and creative platform with tourism value and experience sharing.

From cultural and creative points of view, this research intends to discuss the correlations between experiential marketing, service quality of Eslite Café and customer satisfaction as well as consumers’ responses. With questionnaire survey, descriptive statistics, reliability & validity and factor analyses, independent samples t-test, one-way analysis of variance (ANOVA), correlation analysis, and regression analysis are preceded with SPSS. Total 259 copies of questionnaire are retrieved, where 249 copies are valid, with the retrieval rate 96.1%. The research results show significantly positive effects of experiential marketing on service quality, remarkably positive effects of experiential marketing on customer satisfaction, and notably positive relations between service quality and customer satisfaction. According to the research conclusion, suggestions are provided as the reference for businesses improving and promoting the service quality.

Keywords: Experiential Marketing, Service Quality, Customer Satisfaction, Cultural and Creative Industries, Eslite Café

Attachments:

1230 Final.pdf

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246 kB