政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/30825

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/30825

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Title:	體驗行銷策略研究-以乾杯燒肉為例
Authors:	敏景翔
Contributors:	祝鳳岡敏景翔
Keywords:	體驗行銷燒肉餐飲業顧客滿意度顧客忠誠度
Date:	2008
Issue Date:	2009-09-14
Abstract:	Schmitt 提出的體驗行銷的概念，與傳統行銷著重在產品性能及價格的行銷模式相比，體驗行銷強調的是透過感官、情感、思考、情感及關連上的刺激提高顧客的滿意度及忠誠度，進一步達到產品銷售的目的。本篇研究對象以乾杯燒肉為例，透過質化訪談及問卷量化的方式，探討策略體驗五大模組，體驗價值四大模組，與顧客滿意度及顧客忠誠度的相關關係，進一步探討各構面間的影響程度。本研究的研究結果如下：一. 策略體驗感官體驗，情感體驗兩構面可正向強化顧客滿意度。二. 策略體驗感官體驗，情感體驗，關聯體驗等三構面可正向強化顧客忠誠度。三. 體驗價值模組中投資報酬價值，卓越服務價值及美感價值可正向強化顧客滿意度。四. 體驗價值模組中投資報酬價值，趣味價值及美感價值可正向強化顧客忠誠度。五. 顧客滿意度可正向強化顧客忠誠度。六. 策略體驗五大構面可適當強化體驗價值四大構面。謝誌……………………………………………………………………………… 1 中文摘要………………………………………………………………………… 2 英文摘要………………………………………………………………………… 3 目錄……………………………………………………………………………… 5 表目錄…………………………………………………………………………… 8 圖目錄……………………………………………………………………………10 第壹章緒論第一節研究背景及動機一. 餐飲產業演進 …………………………………………………………… 11 二. 餐廳經營模式介紹 ………………………………………………………12 三. 乾杯燒肉的策略以及特點 ………………………………………………13 第二節研究目的 ………………………………………………………………15 第三節研究流程 ………………………………………………………………17 第貳章參考文獻第一節定義體驗 ………………………………………………………………18 第二節體驗經濟的興起一. 體驗經濟 …………………………………………………………………18 二. 體驗行銷 …………………………………………………………………19 三. 體驗行銷五大策略模組 …………………………………………………21 四. 體驗媒介 …………………………………………………………………22 五. 體驗矩陣 …………………………………………………………………22 六. 體驗行銷的評估工具 ……………………………………………………23 第三節體驗價值………………………………………………………………25 第四節顧客滿意度一. 顧客滿意度的意義 ………………………………………………………26 二. 顧客滿意度衡量構面 ……………………………………………………28 第五節顧客忠誠度一. 忠誠度的意義 ……………………………………………………………29 二. 顧客忠誠度的衡量方式 …………………………………………………31 第叁章研究方法第一節研究架構與研究假說一. 研究架構 …………………………………………………………………35 二. 研究假說 …………………………………………………………………36 6 第二節質化研究焦點團體法一. 焦點團體法定義 …………………………………………………………39 二. 訪談重點摘要 ……………………………………………………………39 第三節問卷設計與變數的操作型定義一. 問卷設計 …………………………………………………………………42 二. 變數的操作型定義 ………………………………………………………43 第四節資料分析方法一. 描述性統計 ………………………………………………………………48 二. 信度分析 …………………………………………………………………49 三. 獨立樣本one-way ANOVA………………………………………………49 四. 相關分析（correlation）………………………………………………49 五. 多元迴歸分析（Multiple Regression）……………………………49 第五節前測信度檢測…………………………………………………………49 第肆章資料分析與研究結果第一節樣本敘述性統計分析一. 個人基本資料敘述性統計分析 …………………………………………51 二. 體驗行銷敘述性統計分析 ………………………………………………55 三. 體驗價值敘述性統計分析 ………………………………………………58 四. 顧客滿意度，顧客忠誠度敘述性統計分析 ……………………………59 第二節人口變項之差異性分析結果 …………………………………………60 第三節體驗行銷、體驗價值、顧客滿意度與顧客忠誠度之相關分析 ……61 第四節體驗行銷、體驗價值、顧客滿意度與顧客忠誠度之迴歸分析一. 策略體驗模組與體驗價值模組、顧客滿意度、顧客忠誠度之多元迴歸分析 ………………………………………………………………………63 二. 體驗價值對顧客滿意度與顧客忠誠度之迴歸分析 ……………………67 三. 顧客滿意度與顧客忠誠度之迴歸分析 …………………………………69 第五節質化訪談內容 …………………………………………………………72 第伍章結論與建議第一節研究結論結論一. 策略體驗模組、體驗價值、顧客滿意度、顧客忠誠度之內涵 …72 結論二. 策略體驗模組、體驗價值、與顧客滿意度、顧客忠誠度之間都具有顯著相關性 …………………………………………………………………79 結論三. 策略體體驗模組及體驗價值對顧客滿意度及顧客忠誠度具有高度影響力 …………………………………………………………………………79 結論四. 策略體驗模組對體驗價值有高度影響力 …………………………81 結論五. 人口統計變數對模組內有差異性的存在 …………………………82 第二節實務建議一. 感官體驗： ………………………………………………………………83 二. 情感體驗： ………………………………………………………………83 三. 思考體驗： ………………………………………………………………83 四. 行動體驗： ………………………………………………………………84 五. 關聯體驗： ………………………………………………………………84 第四節研究限制………………………………………………………………84 第五節後續研究建議…………………………………………………………85 參考文獻 ………………………………………………………………………86 附錄一：正式問卷 ……………………………………………………………91
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Description:	碩士國立政治大學管理碩士學程(AMBA) 94362001 97
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0094362001
Data Type:	thesis
Appears in Collections:	[Advanced MBA, NCCU] Theses

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