PAGE24摘要随着时代的发展和社会的进步，人们的消费水平也逐渐增强，对产品和服务的要求也越来越高，人们开始不仅仅关注于产品或服务本身，更关注消费全过程所体验到的一切，包括环境氛围、支付方式、服务态度、促销活动等。本论文把麦当劳万江华南摩尔店作为研究主体，以该店顾客为研究对象，通过发问卷的形式开展调查，了解顾客对体验营销的认同程度以及顾客满意程度，并验证两者之间的关系。本研究经过问卷调查以及SPSS统计分析的结果发现，在体验营销这个构面中，消费者的餐食偏好对体验营销具有显著差异，喜欢吃甜品的顾客认同度比喜欢饮料的顾客要高，原因在于人们的口味逐渐偏向甜食，而且麦当劳的甜品系列品种多样，出新也较快。在顾客满意度方面，消费者的消费频率对顾客满意度具有显著差异，一个月消费一次或多次的顾客更容易满意，原因在于较频繁光顾的顾客对该店的环境、产品、服务较为了解，更乐于参加该店节假日举办的活动。最后从回归分析的结果发现，体验营销和顾客满意度两者存在显著的正相关关系，体验营销一定程度上决定了顾客满意度，顾客满意度对体验营销的改善有促进作用。关键词：快餐行业体验营销顾客满意度AbstractWiththedevelopmentofthetimesandtheprogressofsociety,people'sconsumptionlevelhasgraduallyincreased,andtherequirementsforproductsandserviceshavealsobecomehigherandhigher.Peoplebegantopayattentionnotonlytotheproductsorservicesthemselves,butalsototheexperienceoftheentireconsumptionprocess,includingtheenvironment,paymentmethods,serviceattitudes,andpromotionalactivities.ThisarticletakesMcDonald'sinWanjiangHuananMallasanexample,takesshopcustomersasresearchobjects,andsendsoutquestionnairestoconductsurveystounderstandcustomers'recognitionofexperiencemarketingandcustomersatisfaction,andverifybothTherelationshipbetween.TheresultsofthequestionnairesurveyandSPSSstatisticalanalysisofthisstudyshowthatinthefaceofexperientialmarketing,therearesignificantdifferencesbetweenconsumers'foodpreferencesandexperientialmarketing.Customerswholikedessertgethigherrecognitionthancustomerswholikedrinks.Thereasonisthatpeople'stastesaregraduallyskewedtowardscandy,andMcDonald'sdessertseriesisdiversified,andnewproductsarereleasedfaster.Intermsofcustomersatisfaction,thereisasignificantdifferencebetweenconsumerconsumptionfrequencyandcustomersatisfaction.Customerswhospendoneormoretimespermontharemorelikelytobesatisfiedbecausecustomerswhofrequentcustomerswillbemoreawareofthestore'senvironment,productsandservices.,Morewillingtoparticipateinactivitiesheldbytheholidayshop.Finally,fromtheresultsofregressionanalysis,itisfoundthatthereisasignificantpositivecorrelationbetweenexperiencemarketingandcustomersatisf