A Research of Experiencing the Marketing through the Swimming Leicure Activities

[[abstract]]The purpose of this research is on the relation between experiencing the marketing through the swimming leicure activities and the customers. The data of the research has collected 246 copies of the questionnaire from Lai-Lai Swimming Center in Da-Li city in Taichung which we analyze to realize the connection of experiencing the marketing through the swimming leisure activities and the customers. The results indicate the following several conclusions: 1. This research could be understood from the demographic parameter: the numbers of the female customers in Lai-Lai Swimming Center is more than the male customers; the age level is at sixth grade; the male coaches for the students from the primary school are superior in teaching; the lower price is the main reason which the students would go to Lai-Lai Swimming Center in Da-Li city in Taichung; most students are aware of the information of Lai-Lai Swimming Center from their relatives and friends; the abilities of their swimming and saving-themselves mostly focus on 2-2 grade. 2. The aspect of the difference: the varieties of background parameters (ex: student gender, coach gender gender, age, frequency, swimming ability, saving-oneself ability) for experiencing the marketing (ex: sense, movement, connection, thinking, the model of emotional experiment), customer satisfaction and loyalty all couldn’t show up the remarkable difference and comparability. 3. The aspect of relatiionship: among experiencing the marketing and the customer satisfaction are low connected to the customer loyalty. We could prove that the higher the customer satisfaction is, the higher the customer loyalty is. Through the conclusion of the data analyzing, we could realize that the experiencing the marketing, customer satisfaction, and customer loyalty are connected and relative in Lai-Lai Swimming Center. 4. The aspect of customer returning: experimental marketing couldn’t predict the customer satisfaction effectively; experimental marketing couldn’t predict the customer loyalty effectively; customer satisfaction could predict the customer loyalty effectively