According to the National Statistical Office, Korea's gross domestic product (GDP) has topped 30 thousand dollars. With a rapid economic growth and the quality of life rises, individualization and differentiation of general consumption culture of the ... According to the National Statistical Office, Korea's gross domestic product (GDP) has topped 30 thousand dollars. With a rapid economic growth and the quality of life rises, individualization and differentiation of general consumption culture of the people have been greatly influenced. Complex shopping mall is aggregate of several facilities, culture and restaurants. Complex shopping mall has the sum of more than 3.000 square meters of floor space, an integrated shopping and entertainment center, except the space for service provision. With a rise in experience economy, the time of consumption changes from seeking for product quality to experience of consumers. The modern consumers prefer a place to experience a variety of things. Experiential marketing is considered as a leading variable which is important in hospitality industry such as eating out and leisure, tourism, and hotels. The study in complex shopping mall has been ed in many ways but regarding the restaurants in complex shopping mall is lacking in their studies. Especially, the studies of the relations between relationship quality of customers and experiential marketing of restaurants in complex shopping mall is more in need. The purpose of this study is to analyze the relation between the experiential marketing restaurants of complex shopping mall and customer relationship quality. Specifically, the construct of experiential marketing is based on schmitt(1999) module, and this is to analyze the relation of factor of relationship quality consisting trust, engagement, and satisfaction, and the recommend purpose. The survey was performed from October 1st to 31st in 2016. Total 500 questionnaires were distributed and 403 questionnaires were employed for final analysis. This study used SPSS 21.0 and AMOS 21.0 to conduct frequency analysis, reliability analysis, confirmatory factor analysis, and confirm the formulated model using structural equation model. In results, the senses, emotions, recognitions, behaviors, and relations of experiential marketing are all shown to be significant impacts on trust. The recognition was the most influence on experiential marketing. Emotions and relations influenced engagement, except senses and recognition. In addition, trust is a positive impact on engagement, and satisfaction is also a positive impact on the recommendation. In conclusion, First, restaurant of complex shopping mall have to develop a multilateral effort into marketing strategy. Second, this study is for the customers of complex shopping mall. A pilot study based on the complex shopping mall of the restaurant in experiential marketing, defines the characteristics in restaurant. Also, experience is the important factor in Marketing elements. Third, this analysis puts meaning to importance of academical research in how the customers and restaurants of complex shopping mall keep their positive relationships. Fourth, the main purpose of the customer to visit complex shopping mall are to shop, watch movies, and in order to meet friends. On the other hand, the purpose to use restaurants are accessibility and convenience. In other words, the reason customer visit complex shopping mall is to shop, watch movies, and to visit restaurant. So, complex shopping mall and restaurant, have to find the taste of their royal customers. Lastly, after the research in Seoul and Busan, the results of customer taste and relationship quality were shown differently. This study will provide beneficial views in restaurants in complex shopping mall. ，韩语毕业论文，韩语论文网站 |
