A Study for Water Garden Organic Farmers' Marketon the Relationships among Brand Image, Experiential Marketing, Customers' Satisfaction and Loyalty
Date Issued
2015
Date
2015
Author(s)
Chi, Hao-Ling
Abstract
Food security has been concerned by all customers, especially when the food safety issues are constantly explored.With the contaminated food spreading throughout the entire country, customers are more and more caring about their health and the whole environment, and also arouse their awareness of food security. Executive Yuan promotes to choose local and season food so that we can eat healthier and get more benefit. The government officers also encourage people to use fresh ingredient and improve the living levels. Kotler（1997）pointed that customers would use brand image to distinguish the difference between various products and service. Consumption habits and values have been changed, which leads to emphasizing on experiential marketing. Pine and Gilmore（1998）announced the age of experiential marketing had been coming. This article was to investigate the relationship among brand image、experiential marketing、customer satisfaction and customerloyalty on farmer'' market. Data were collected and analyzed via a survey questionnaire and use structural equation modeling (SEM) to verify the hypothesis. The findings were based on the experiences of 171 consumers. The results found that brand image had a significant effect on customer satisfaction and customer loyalty, and experiential marketing also has a significant impact on customer satisfaction and customer loyalty. Eventually, the outcome will provide the sellersof farmer’s market and other researchers with reference and suggestion in the future.
Subjects
Brand Image
Experiential Marketing
Customers Satisfaction
Customers Loyalty
Structural Equation Modeling（SEM）
SDGs
Type
thesis
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