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Relationship between Experiential Marketing, Brand Image, Customer Satisfaction and Customer Loyalty in a Tourist Hotel
Shu-Jing Wu1, Tin-Chang Chang2* and Chin-Chan Wu3
1Nanning Normal University, China
2Department of Digital Media Design, Department of Business Administration, Asia University
3Department of Business Administration, Asia University, Taiwan
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Abstract:
The industrial infrastructure in Taiwan has shifted to a service-oriented market. With the implementation of the two-day-a-week holiday, the patterns of people’s consumption have become diversified, which promotes the development of the hotel industry. Therefore, how to improve customer loyalty with experiential marketing, brand image, and customer satisfaction, is an important issue in the hotel industry. The purpose of this study is to discuss the relationship among variables of experiential marketing, brand image, customer satisfaction, and customer loyalty in the tourist hotel in Kaohsiung. The analysis included sub-distribution, percentage analysis, reliability and validity analysis, and linear regression. The findings have shown that each variable is highly positively correlated to each other, showing that customer loyalty can be improved through the interactive use of experiential marketing, brand image, and customer satisfaction.
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Keywords: Experiential Marketing, Brand Image, Customer Satisfaction, Customer Loyalty
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Received:N/A; Revised:N/A; Accepted:N/A; Published:March 30, 2022
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*Corresponding author; e-mail: ervine@asia.edu.tw
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Citation:Wu, S.J., & Chang, T.C., & Wu, C.C.(2022). Relationship between Experiential Marketing, Brand Image, Customer Satisfaction and Customer Loyalty in a Tourist Hotel. Innovation on Design and Culture, 1(1), 20-31. https://doi.org/10.35745/idc2022v01.01.0004
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Copyright: ©
2022
The Author(s). Published with license by IIKII, Singapore. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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