Relationship between Experiential Marketing, Brand Image, Customer Satisfaction and Customer Loyalty in a Tourist Hotel

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.