体验式营销

IF 3 4区教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Sports Marketing & Sponsorship Pub Date : 2018-10-09 DOI:10.4324/9781315175614-7

M. Fetchko, D. Roy, K. E. Clow

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引用次数: 0

摘要

本研究旨在确定体验营销、产品质量和顾客满意度对耐克鞋用户顾客忠诚度的影响。数据收集方法采用李克特量表有目的抽样的调查方法。本研究的对象是205名受访者谁是耐克鞋用户在贝卡西。本研究使用SPSS软件第24i版和结构方程建模(Structural Equation Modeling) AMOS第24版进行数据分析。结果表明:(1)体验营销对顾客满意有正向显著影响，(2)产品质量对顾客满意有正向显著影响，(3)体验营销对顾客忠诚有正向显著影响，(4)产品质量对顾客忠诚有正向显著影响，(5)顾客满意对顾客忠诚有正向显著影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Experiential Marketing

This study aims to i determine the impact of experiential marketing, product quality, and customer satisfaction on customer loyalty for Nike shoes users. The data collection method used a survey method with purposive sampling on a Likert scale. The object of this research is 205 respondents who i are Nike shoe users in Bekasi. This research uses SPSS software version 24 i and SEM (Structural Equation Modeling) AMOS version 24 for data analysis. The results showed: (1) experiential marketing had a positive and significant effect on customer satisfaction, (2) product quality had a positive i and significant effect on customer satisfaction, (3) experiential marketing had a positive and significant effect on customer loyalty, (4) product quality has a positive and significant effect on customer loyalty, and (5) i customer satisfaction has a positive and significant effect on customer loyalty.

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来源期刊

International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

4.70

自引率

13.60%

发文量

期刊介绍： The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).