Research On The Influence Of Customer Experience On Customer Engagement In Malls' Entertainment Events

With the development of the national economy and the advancement of the urbanization,the shopping mall became the shopping,leisure and entertainment place for people.Different from the traditional department store predominated by shopping consumption,shopping mall paid more attention to customer experience,providing catering,entertainment,education and a series of service experience for customers,so the shopping mall favored consumers.In recent years,in order to further enhance the customer experience and attract more customers,many shopping malls began to organize a variety of theme marketing activities.The theme marketing activity was to consciously seek,use or create a certain theme to carry out the entertainment experience activities,so as to meet customers' spiritual needs of leisure and acquiring knowledge and others.Practice had shown that the theme marketing activities did attract more customers and bring good returns to the shopping malls.For a shopping mall,to give full play to the role of the theme marketing activities,it must understand which experience the theme marketing activities would give to customers,the significance of customer engagement and impact of customer experience on customer engagement.Taking theme marketing activities of the shopping mall as the research object,based on summary of customer experience dimensions by scholars at home and abroad,combined with the specific situation of shopping mall theme marketing activities,this study divided customer experience into four dimensions of emotional experience,cognitive experience,sensory experience and social experience.Taking the customer experience as an independent variable,customer satisfaction as the intermediary variable,customer engagement as the dependent variable,this study constructed the mechanism model of customer experience,customer satisfaction and customer engagement,and put forward the research hypotheses and designs the research scale.Then,through the analysis of 388 valid questionnaire data,including descriptive statistical analysis,reliability and validity analysis,regression analysis and variance analysis,this study completed test on the research model and hypotheses.The conclusions are as follows: the four dimensions of customer experience have a direct positive impact on customer satisfaction,and customer satisfaction plays an intermediary role between customer experience and customer satisfaction.According to the research conclusions,this study puts forward some suggestions on the design and management of the theme marketing activities.This study is helpful for the shopping mall to deeply understand the experience brought by the theme marketing activities to customers,and the influence of customer experience on customer engagement.It will advance customer engagement through the conscious design of theme marketing activities,so as to increase the competitive advantage and improve the overall efficiency.