Research On The Impact Of Experiential Marketing In The Sporting Goods Industry On Customer Loyalty

The sporting goods industry is an industry that is inseparable from experience.It is necessary to study how the sports goods industry implements experience marketing to improve customer loyalty.This paper draws on the scholar's mature scale and combines the characteristics of the sporting goods industry to form a questionnaire.After the questionnaire was deleted in the pre-investigation stage,a formal questionnaire was formed and issued.Based on the Spss software.The reliability and validity of the collected questionnaires were analyzed.Dividing experiential marketing into three dimensions: sensory/emotional experience marketing,thinking/action experience marketing,and related experience marketing.Dividing experience value into three dimensions: aesthetics,fun,and consumer return on investment.Customer loyalty does not divide dimensions.Through the differential analysis,correlation analysis and regression analysis of the statistical data,the research results are as follows: Different demographic characteristics have significant differences in different dimensions of different variables.The various dimensions of experiential marketing not only have a positive impact on customer loyalty directly,but also have a positive impact on customer loyalty through the intermediary role of three experience value dimensions.Thinking and action experience marketing has the greatest impact on customer loyalty,sensory and emotional experience marketing is second,and related experience marketing has the least effect.The consumer return on investment dimension in the experience value variable has the greatest impact on customer loyalty.Finally,based on the results of empirical research,some reasonable suggestions are put forward for the implementation of experience marketing in the sporting goods industry to improve customer loyalty.