| With the improvement of income levels and upgrading of consumption structure in China, consumers' demand for tea commodities have changed obviously. People pay more attention to symbolic significance of tea than its quality and price. That is, People would like to meet both their personality and psychology's needs in order to show their status and quality of life. Tea Enterprises of brands see this new trend of tea consumption, and successively introduce tea club to their business. Tea club is a leisure place for tea drinking, where people are able to enjoy entertainment time through tea cultural exchanging, commodity trading, casual drinking of tea, business negotiation and tea feast, etc.Nowadays, more and more tea clubs have been learning from Starbucks Coffee and use all kinds of experiential marketing concepts and approaches to design their marketing strategies according to the experience of their products, service and customers to increase both customers' satisfaction and competitive advantage. On this basis, the concept of experiential marketing of tea is put forward according to the research of Schmitt. There are five dimensions in the concept: sensory experience of tea, feeling experience of tea, thinking experience of tea, action experience of tea and relation experience of tea. The study focuses on experiential marketing of tea and its effect on customer satisfaction. The research subjects are famous tea clubs in Fuzhou. 300 questionnaires were sent out, and 260 of them are valid. Research methods are used by the descriptive statistics, Pearson correlation analysis, and stepwise regression analysis and so on. The conclusions of this study are summarized as following:(1) The sensory experience and feeling experience of tea have very significantly positive influence to customer satisfaction, and the action experience of tea has a positive impact on customer satisfaction.(2) The thinking experience and relation experience of tea don't have positive influence to customer satisfaction.(3) The feeling experience of tea has greatest impact on customer satisfaction, sensory experience of tea second, action experience of tea third.Finally, the article give some appropriate suggestion to tea clubs on how to use experiential marketing of tea to foster customer satisfaction, based on the conceptual framework of experiential marketing of tea. |
