The Magic of Marketing: Exploring the Effectiveness of Relationship Marketing and Global Marketing Strategy

Cheng-Feng Cheng; Shan-Ni Lee; Hsi-Ching Chan; Ming-Chang Lin

Cheng-Feng Cheng Department of Business Management, National Taichung University of Science and Technology, Taichung 41434, Taiwan
Shan-Ni Lee Department of Business Management, National Taichung University of Science and Technology, Taichung 41434, Taiwan
Hsi-Ching Chan Department of Business Management, National Taichung University of Science and Technology, Taichung 41434, Taiwan
Ming-Chang Lin Department of Leisure and Recreation Management, National Taichung University of Science and Technology, Taichung 41434, Taiwan

Keywords: relationship marketing, global marketing strategy, experiential value, customer satisfaction, SEM, fsQCA

Abstract

This study focuses on analyzing the relationships among relationship marketing, global marketing strategy, experiential value, and customer satisfaction. Specifically, the research begins by exploring the impact effects of relationship marketing and global marketing strategy on experiential value and customer satisfaction. Furthermore, it examines the influence of experiential value on customer satisfaction. Additionally, the study employs an asymmetric data analysis approach to identify conditions that ensure high customer satisfaction. Empirical data are expected to be collected through a questionnaire survey targeting consumers, utilizing Google Forms. Multivariate analysis tools such as descriptive statistical analysis, factor analysis, reliability analysis, SEM, and fsQCA are anticipated to be employed. Results of SEM indicate that improving relationship marketing and global marketing strategy indeed helps to enhance customer satisfaction and experiential value. Furthermore, improving experiential value can further enhance customer satisfaction. Moreover, results of the fsQCA indicate that there are two sets of sufficient conditions leading to high customer satisfaction.

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