체험마케팅의 요소가 지각된 가치, 만족도 및 충성도에 미치는 영향에 관한 연구 : 중국 이동통신시장을 중심으로

다국어 초록 (Multilingual Abstract)

As the foundational, strategic and pioneer industry, telecom industries are developing rapidly, but at the same time, the telecom operators face challenges including the developing of the communication technology, the transformation of the market environment, the transformation of the market environment, the increasingly fierce market competition and so an. For the telecom operators, how to enhance the customer loyalty had become a magic weapon method which can establish themselves in an invulnerable position. As the development of Services Marketing, Experiential Marketing had become a powerful weapon for telecom industries to compete with each others. How to make good use of this weapon in order to enhance their own customer loyalty has become a main point closely concerned by telecom industries. This paper selects the China Mobile as the research object, and applies the theory of Management Science, Marketing, Customer Behavior and so on. Based on the actual survey and by applying the combination of normative analysis and positive analysis, this paper carries on researches about the mobile communication customers’ experience factors, perceived value, customer satisfaction and customer loyalty.
Firstly, based on the research review of Experiential Marketing, perceived value, customer satisfaction and customer loyalty, and combined with the characteristics of telecom companies’ services, this paper constructs perceived value, customer satisfaction and customer loyalty model on the basis of Experiential Marketing and puts forwards the research hypotheses about the relevance between Experiential Marketing, perceived value, customer satisfaction and customer loyalty. And then this paper constructs variable measuring system according to conceptual model. This paper utilizes the from of a questionnaire to collect the necessary research data, and utilizes SPSS Statistics V21.0 to process these data, including descriptive statistics, reliability analysis, validity analysis, correlation analysis, regression analysis, and verifies the research hypotheses. By means of researches above, the Empirical results show that Sense, Feel, Think, Act and Relate of Experiential Marketing have comprehensive positive correlation with perceived value, customer satisfaction and customer loyalty. Finally, based on empirical results, and combined with the specific circumstances of the telecom companies, this paper puts forwards some suggestions and strategies on how to improve customer loyalty in Experiential Marketing.

목차 (Table of Contents)

• 제1장. 서 론 1
• 제1절 연구의 배경 및 목적 1
• 제2절 연구의 방법 및 구성 3
• 제2장. 이론적 배경 4
• 제1절 체험마케팅에 관한 이론적 고찰 4
• 1) 체험의 정의 4
• 2) 체험마케팅의 개념 및 특징 5
• 3) 체험마케팅의 요소 8
• 제2절 지각된 가치에 관한 이론적 고찰 10
• 1) 지각된 가치의 개념 10
• 2) 지각된 가치의 측정 11
• 제3절 고객 만족의 개념 및 특징 13
• 제4절 고객 충성도의 개념 및 특징 15
• 제5절 중국 이동통신 시장의 현황 17
• 1) 중국 이동통신시장의 발전과정 17
• 2) 중국 이동통신시장의 현황 18
• 3) 이동통신시장의 체험마케팅 21
• 제3장. 연구모형과 조사 설계 22
• 제1절 연구모형의 설계 22
• 제2절 연구 가설의 설정 22
• 제3절 변수의 조작적 정의와 설문의 구성 28
• 1) 변수의 조작적 정의 28
• 2) 설문의 구성 29
• 제4장. 실증분석 31
• 제1절 표분의 수집 및 특징 31
• 제2절 측정도구 분석 33
• 제3절 연구가설 검증 37
• 제5장. 결론 43
• 제1절 연구결과 및 시사점 43
• 제2절 연구의 한계점 및 향후 연구방향 45
• 참 고 문 헌 47
• 부 록 55
• ABSTRACT 68