Research On Influence Factors Of Customer Satisfaction Of Terminal Experiential Marketing Channel

Along with the development of economic history, the economy has evolved from agriculture economy, industry economy, service economy to experience economy, which is a brand-new economic development stage. In this new economic stage, the traditional marketing concepts and rules will be changed to some extent, and even be totally changed. Marketing channel, a whole set of dependent organizations which facilitates the products and services successfully used and consumed, is key outside resource for a company. Marketing channel terminal, as an important member of the marketing channel, plays a key role in developing the efficiency and benefit of the marketing channel. In product and service economy, customer loyalty and customer satisfaction are paid much attention by the academia. However, in experience economy, the academia is researching whether the former customer satisfaction model in product and service economy can still be right and whether the influence factors in the customer satisfaction model have changed. So in the experience economy, the research of customer satisfaction in the experiential marketing channel terminal is a new research direction of experiential marketing, marketing channel, and customer satisfaction.This paper researches the customer satisfaction to experience in the background of experience economy, which is an important research work about the customer satisfaction in the experience economy. In the product economy, the research model of customer satisfaction is quite mature; in the service economy, researchers founded the customer satisfaction model for service economy on the basis of product customer satisfaction model to measure the customer satisfaction of service. But in experience economy, because the new emerge of experience, there is not a suitable and perfect customer satisfaction model. This paper builds the customer satisfaction model for experience on the basis of service customer satisfaction, which is an important work in the research of customer satisfaction model for experience.This paper researches the customer satisfaction of the experiential marketing channel terminal. In fact, it is the customer satisfaction of the core of the experience economy, ie. the experience, that the paper is researching. Because there is no existing model, this paper uses the standard model in customer satisfaction research, ACSI model, as well as the SERVQUAL, with relative changes, which including a unique factor in the experience economy, the experiential factor. After the LISREL model analysis, it is proved that the experience plays an important role in the customer satisfaction in the experience economy. Comparing this new model with the former model, it can be found that the perceived value has little influence on the customer satisfaction, which shows that the price factor is less important in the experience economy; it can also be found that quality expectation can not influence customer satisfaction directly but via perceived quality influence customer satisfaction indirectly. All these proved that in the experience economy, the perceived quality which included the experiential factor plays an important role in the customer satisfaction of the experience economy.In the influence factor analysis of LISREL model, both the direct path and indirect path of customer satisfaction have been analyzed, in which it is found that in quality expectation the most expected factors are relative to the experience, the normal expected factors are relative to the service, and the least expected factors are relative to the product. This proved the development direction of economy from another side that the world is developing from product and service economy to experience economy. Besides, when customers are visiting the experiential marketing channel terminal, for instance, the color experiential center, their main experience focuses on the experiential environment and experiential service. If the customers'experience can be provided and the experiential environment and experiential service can be satisfactory, the customer satisfaction will be greatly improved.In experience economy, the influence path of customer satisfaction in former product and service economy will not work effectively, which proved that in the experience economy the influence factors in the customer satisfaction have changed. The influence factors which are still effective in the experience economy should be kept, and the influence factors which are not effective in the experience economy should be deleted. And at the same time, the researchers should research from a more wide range of experience economy to add more experiential factors to reflect the characters of the experience economy so as to enrich and develop the customer satisfaction model and provide suggestions to the companies in the experience economy to better serve the customers.