The effect of experiential and relationship marketing on customer value: A case study of international American casual dining chains in Taiwan

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Hsiu-Jung Chou
Cite this article:  Chou, H. (2009). The effect of experiential and relationship marketing on customer value: A case study of international American casual dining chains in Taiwan. Social Behavior and Personality: An international journal, 37(7), 993-1008.


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The research targets of this study were international American casual dining chains, which are now common in Taiwan. Of 500 questionnaires distributed, 327 of those returned were valid. Results indicated that some of the variables investigated had significant effects on experiential marketing, relationship marketing, and customer value with the most significant being emotional experience. Some marketing strategies and recommendations for entrepreneurs in the industry are provided.

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