Research On Customer Satisfaction-oriented Experiential Marketing Strategies In M Postpartum Care Center

In recent years,with the implementation of the universal two-child policy and changes in people's consumption concept,postpartum care centers(hereafter PCCs)have developed rapidly as an emerging industry,with increasingly fierce competition among companies of the same kind.Admittedly,enterprises need to make innovations in marketing ideas and strategies if they want to remain invincible in the fierce competition.Against this background,the marketing strategies of PCCs have attracted some researchers' attention.However,few studies have been done on the elements of experiential marketing in PCCs,and even fewer in-depth discussions on customer satisfaction-oriented experiential marketing strategies in PCCs.With the emerging industry of PCCs as the research background,and M Postpartum Care Center(hereafter MPCC)in Xiaoshan District,Hangzhou City,as the specific object of study,this thesis,with theoretical support from relevant research on experiential marketing,experiential value and customer satisfaction,aims to probe into the experiences offered to its customers by MPCC and their perceived experiential value,and into how to improve customer satisfaction and effectiveness of the word-of-mouth marketing of MPCC through the design and implementation of experiential marketing strategies.The research methods adopted in this thesis include field investigation,literature study,questionnaire survey,empirical research,and case analysis.The following findings are revealed through a questionnaire survey among customer samples of MPCC: all the elements of SENSE,FEEL,THINK,ACT and RELATE experience exert significantly positive influence on experiential value;the customer-perceived value of customer return on investment,service excellence,aesthetics,and playfulness exert significantly positive influence on customer satisfaction;and experiential value mediates the relationship between experiential marketing and customer satisfaction.Based on the above findings,this thesis proposes the following suggestions for MPCC to carry out experiential marketing: to accurately target consumer groups,make efforts to create its own consumer culture,and toenhance the customer's brand identification;to improve on the design of SENSE marketing,optimize and combine multi-mode sensory experiences,and to comprehensively improve the sensory pleasure of customers;to increase emotional engagement in various service items,establish the theme of FEEL marketing activities,and to arouse customers' resonance and affective commitment;to enhance the creativity of THINK marketing activities,strengthen the psychological connection between customers and the enterprise brand,and to creatively publicize the enterprise brand;and to create enough opportunities for total experience,arouse the experiential involvement of potential customers,and induce the change of their consumption behavior.The research findings of and the strategy suggestions proposed in this thesis have certain theoretical reference and practical significance for MPCC and similar PCCs to develop experiential marketing strategies.