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The Application Study of the Cilent Involvement Based on Experiential Marketing

Author: ZhangWeiLi
Tutor: LiHang
School: Yanshan University
Course: Business management
Keywords: Experiential Marketing Customer internalization Experiential value Customer Loyalty Theoretical model
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 190
Quote: 0
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Abstract


Today 's social and economic patterns are from the commodity economy , service economy to the experience economy era forward. Different economic era , the era of experience economy more attention to the needs of the people personalized . The how through experiential marketing , to seize the customers of consumer psychology , and long-term customers to maintain a high level of loyalty is the focus of this study . We build internalization model based on customer experience marketing , the core point of its customers internalization from the customer experience . In addition , customers internal formation also have an effect on customer satisfaction and customer loyalty , and empirical analysis to demonstrate the feasibility of this model , and pointed out the significance of service-oriented enterprise management . Subject to a comparative analysis , qualitative analysis and quantitative analysis of the combination of research methods . First, the introduction experience marketing and customer internalization theory generated background . Discusses the two theories in various fields , research methods in order to compare and learn from scholars and results . Secondly, expounded the basic concepts of marketing experience and customer internalization . From the customer experience , customer experience value , to talk about the relationship between the customer internalization , in order to improve customer satisfaction and loyalty , and increase corporate profits for the purpose of building theoretical models based on customer experience marketing internalization . Once again, the proposed theoretical model , and to collect the data of the student population consumption characteristics of mobile communication calls , with spss software to verify the theoretical model . Through factor analysis , correlation analysis , regression analysis , show the relationship between the various factors in the model and explain the extent , so you can be more intuitive understanding of the model 's internal mechanism . Finally , based on the model analysis results , the management of mobile service enterprises make recommendations accordingly , in order to experience the operation and implementation of more effective marketing and customer internalization enterprise system should play the role of a high standard , and to the the application of the model in the service industry to provide a reference for other industries .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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