The Impact Of Experiential Marketing Of Smart Phone On The Customer Satisfaction

Since Schimittproposed the concept of experiential marketing in1999, tourismand services industry have usually used them. Recently smart phone has become thepopular industry and grown rapidly. While it is the important source of benefit of thecell phone brand producer, competition between producers becomes fiercer and fiercer.We observed that producer provide experience to customers in order to catch theirnotice, which differs from the traditional marketing way they used before in cellphone industry. Therefore this paper aims to understand that impact of experientialmarketing of cell phone on customer satisfaction and the moderating effectofcustomer personality traits. Therefore the purpose of this paper include:(1) to explorethe impact of experiential marketing of smart phone on customer satisfaction (2)toexplore the moderating effect of customer personality traits.The research sample of this paper includes269valid questionnaires with internetand print. The following are the conclusions in this paper:(1) Sense, Feel, Think, Act,Relate experience influence positively customer satisfaction.(2)Personality traits arepartially as moderator.Agreeableness、Extraversionand Conscientiousness have nomoderating effect, while Openness has positive moderating effect on Senseexperience and negative moderating effect on Feeling experience; Neuroticism hasnegative moderating effect on Sense experience and positivemoderating effect on Feelexperience...