基于李克特五分量表法的体验营销对顾客满意度的影响研究  

Research on the influence of experiential marketing on customer satisfaction based on Likert five scale method

作　　者：沈文珺 桑棋 陶加强[3] Shen Wenjun;Sang Qi;Tao Jiaqiang(Yancheng Teachers University,Yancheng,Jiangsu,224001;Huai’an Housing Provident Fund Management Center,Huai’an,Jiangsu,223001)

机构地区：[1]盐城师范学院商学院市场营销系,江苏盐城224001 [2]淮安市住房公积金管理中心,江苏淮安223001 [3]盐城师范学院商学院,江苏盐城224001

出　　处：《市场周刊》2021年第8期75-78,共4页Market Weekly

摘　　要：随着经济的发展,人们的生活水平越来越高,体验经济时代悄然而至。消费者已经不能满足于简单的购买体验,他们开始对产品本身提出更高的要求。一项体验营销的成功与否最直接的反映便是顾客满意度的高低。顾客满意度是消费者对产品或服务的一种生理体验,是建立在自我认知基础上的。顾客的满意度会引发消费者的重复购买行为,对企业的品牌建立与口碑宣扬发挥着重要作用。近年来一些专家学者对体验营销的研究侧重于策略、过程及方法,对于顾客满意度对体验营销造成的影响效果方面的研究甚少。本文基于李克特五分量表法,以体验营销的五个维度作为自变量,顾客满意度作为因变量,通过自变量的相关测量指标来探究体验营销的五个不同维度对顾客满意度的影响。With the development of economy,people’s living standard is getting higher and higher,and the experience economy era is coming quietly.Consumers are no longer satisfied with the simple purchase experience,they begin to put forward higher requirements for the product itself.The most direct reflection of the success of an experiential marketing is customer satisfaction.Customer satisfaction is a kind of physiological experience of consumers to products or services,which is based on self cognition.Customer satisfaction will trigger consumers’repeated purchase behavior,and also play an important role in brand building and public praise.In recent years,some experts and scholars have focused on the strategy,process and method of experiential marketing,and little research on the effect of customer satis faction on experience marketing.Based on the Likert five scale method,five dimensions of experiential marketing are taken as independent variables and customer satisfaction as dependent variable.The influence of five different dimensions of experiential marketing on customer satisfaction is explored through relevant measurement indexes of independent variables.

关 键 词：体验营销 顾客满意度 李克特五分量表法 

分 类 号：F713.5[经济管理—市场营销]