身處於空間狹窄、生活忙碌、緊湊的現代人,所面臨到的問題便是缺乏適當的運動場所及時間,因此運動健身俱樂部產業的發展,正可解決這些問題。本研究擬探討運動健身俱樂部之體驗行銷(Experiential Marketing),研究體驗行銷評估構面與準則之相對影響關係,以決策實驗室分析法(Decision Making Trial and Evaluation Laboratory; DEMATEL)建立體驗行銷構面與準則的影響關聯程度。研究結果發現:DEMATEL方法可看出在運動健身俱樂部體驗行銷中「行動體驗」可視為總影響源,「關聯體驗」則是最終被影響源。本研究結論:體驗行銷的關鍵在於使消費者真正改變原有的生活型態。
People living in such a modern world tend to be too busy and disordered to have enough time and space to get sufficient exercise that can help them feel relaxed for a while. Consequently, the need of health clubs to provide people with more space and varied exercises has grown these days in Taiwan; different kinds of health clubs have become a place contested by many merchants. Therefore, the aim of the study is to investigate experiential marketing based on DEMATEL (Decision Making Trial and Evaluation Laboratory) from the health clubs perspective. Five dimensions and twenty criteria are proposed in the study. The result of the study shows that "act" is the most powerful one that influnces other dimensions of experitial marketing while "relate" is the one that is influnced most. Finally, we could conclosed that the critical factor of experiential marketing of health club is making consumer life change for original life style.