隨著時代與社會環境變遷，現今消費的環境改變，消費者對於自身所要消費的產品擁有更多的選擇之餘，消費者已經漸漸轉變成注重心靈層面的感受，著重的已不再是商品本身，而是在消費過程中所得到的消費體驗。而對於企業經營者而言，打造更好的消費環境，滿足消費者的需求是理想的目標，企業經營者需更用心經營與消費者間的橋樑，創造出更多的行銷手法，吸引消費者對於產品的目光。
因此，本研究以體驗行銷為自變項，服務品質為中介變項，顧客滿意度為依變項。主要目的係研究體驗行銷，對服務品質與顧客滿意度之影響。本研究共回收341份有效配對樣本，透過層級迴歸模式以驗證研究之假設。
研究結果發現，體驗行銷與顧客滿意度呈現正向相關；服務品質對體驗行銷和顧客滿意度亦具有部份中介效果。最後根據研究結果提出進一步的討論，並對管理實務及後續研究提出建議。
Times change , consumers want for their own consumption of products have more choices, consumers have gradually into focus on the feelings of spiritual level, the emphasis is no longer a commodity itself, by the consumer in the course of the consumption experience.
For business operators, create better environment to the consumer demand is the biggest target , business operators have to create more marketing tactics and attract consumers look for products.
Therefore , this study of experiential marketing for the independent variables, and service quality as an intervening variable, customer satisfaction as the dependent variable. Main purpose of “Experiential Marketing, service quality Impacts on Customer Satisfaction”. In this study, a total of 341 valid sample collection, through the hierarchical regression model to verify the hypothesis.
The results showed that experience positively related to marketing and customer satisfaction; service quality and experiential marketing has a significant effect on customer satisfaction. Based on the results discussion and management practices and make recommendations for further study.
