广东33小镇文化体验营销对顾客满意度的影响研究

Research on the influence of cultural experience marketing oncustomer satisfaction in Guangdong 33 townAbstractWith the continuous development of science and technology and the increasingconsumer demand of the people,more and more consumers are not only satisfied withmaterial consumption,but also have higher and higher demand for spiritual and culturalconsumption.They are more concerned about whether they can meet their spiritual andcultural needs in this process,and cultural experience consumption has become a new trend ofconsumer consumption in cultural and creative industries.Guangdong 33 town is located in 33 old factories in the original wushigang IndustrialZone,Dongcheng District,Dongguan City.The project is built on the basis of the three oldtransformation and is committed to creating a new highland of Dongguan arts and humanities.Guangdong 33 town is divided into three functional areas:cultural and creative area,leisureexperience area and maker business area.Due to the continuous development of society,cultural and creative industries are also developing rapidly,leading to more and more serioushomogenization,how to maintain new and old customers has become a problem.The researchon the influence of experience marketing on customer satisfaction will help 33 small towns inGuangdong Province to plan activities and attract people in the future.This paper assumes five dimensions of experience marketing:sensory experience,emotional experience,thinking experience,behavioral experience and related experience asdependent variables,customer satisfaction as independent variables,and experiencemarketing has a positive and significant impact on customer satisfaction,in which customerparticipation plays a moderating role in the five dimensions of experience marketing oncustomer satisfaction;then a questionnaire is designed according to the survey The data werecollected and analyzed by SPSS.The results show that the five dimensions of experience marketing have a positive impacton customer satisfaction,and customer participation plays a regulatory role in thinkingexperience,emotional experience and customer satisfaction.Key Words:Cultural and creative industry:33 small towns in Guangdong Province;customer satisfaction:experience marketing:customer participation◇