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| Title: | 體驗行銷、體驗價值對顧客滿意度與顧客忠誠度影響之研究 : 以營養俱樂部早餐店為例
A study of the relationship between experiential marketing, experiential value, customer loyalty and customer satisfaction. case : nutrition club |
| Authors: | 鄧志鴻 |
| Contributors: | 祝鳳岡
鄧志鴻 |
| Keywords: | 體驗行銷
體驗價值
顧客滿意度
顧客忠誠度
Customer Loyalty
Customer Satisfaction
Experiential Marketing
Experiential Value |
| Date: | 2008 |
| Issue Date: | 2009-09-14 |
| Abstract: | 21世紀的的台灣消費環境隨著國民所得的提昇已經逐漸轉型到體驗經濟的時代，美學經濟己植入在各行各業的行銷方案之中，因此，國人在感受到改變之下對於生活更加講究，消費者已經從重視商品的性能與效益轉而為追求除了基本價值外的感受價值，而此感受的價值不再是免費的，決策的行為也由理性的決策行為轉向理性與情感並重的消費者行為。故現代的企業運用情境、顧客喜好的消費體驗，為顧客打造ㄧ個有價值的體驗，稱之為體驗行銷。體驗行銷是進入體驗經濟後的一個重要趨勢，企業可以藉由感官、情感、思考、行動、關聯五種體驗來提高消費者的價值認知。
本研究以營養俱樂部部早餐店為研究對象，研究方法採用便利抽樣方式進行調查，透過量化與質化探討體驗行銷的策略體驗模組SEMs和體驗價值、顧客滿意度、顧客忠誠度三者間的關係，並提出實務的體驗行銷建言。
研究發現如下：
一、透過適當的「策略體驗模組」可正向強化不同構面的「體驗價值」。
二、「體驗價值」對「顧客滿意度」具有顯著正向相關關係，影響程度依序為消費者投資報酬、美感、趣味性和卓越服務。
三、「體驗價值」對「顧客忠誠度」具有顯著正向相關關係，影響程度依序為趣味性、消費者投資報酬、美感和卓越服務。
四、顧客滿意度可以有效預測顧客忠誠度。
五、部份的人口統計變項對「體驗價值」有顯著差異。
六、人口統計變項對「策略體驗模組」、「顧客滿意度」和「顧客忠誠度」無
顯著差異。
With the economic development and the improvement in the standard of living by growing income, the economic moves to Experiential economic gradually. The Esthetics economic imbedded into the marketing plan in the most of kind of industries. Therefore, people are more care about the living quality, change their focus from features and benefits to experiential value, so that the experiential value will not be the free offer anymore, the behavior of making purchasing decision changes from rationality to a combination with feeling. Corporate operates with the occasional customer preferences to create experiential value for customers. That is called “Experiential Marketing”, it is an important trend in the current experiential economic. Corporate improve the value for customers by five strategic experiential marketing models - Sense, Feel, Think, Act and Relate.
This case study is targeting to Nutrition Club, analyzing the relations of SEMs (Sense, Feel, Think, Act and Relate), Experiential Value, Customer Satisfaction and Customer Loyalty. Providing the practical suggestions to the club base on the analysis result.
The key findings are below:
1. By choosing right modules of SEMs can positively predict or influence al aspects of Experiential value.
2. The Experiential value can positively predict and influences to customer satisfaction, the sequence of the influencing are CROI, Aesthetics, Playfulness and Service Excellence.
3. The Experiential value can positively predict and influences to customer loyalty, the sequence of the influencing are Playfulness, CROI, Aesthetics and Service Excellence.
4. Customer satisfaction can positively predict customer loyalty.
5. Demographics variables have partially significant difference on Experiential value.
6. Demographics variables have no significant difference on SEMs, Customer Satisfaction and Customer Loyalty.
第壹章 緒論 9
第一節 研究背景與動機 9
第二節 研究目的 11
第三節 研究流程 11
第四節 個案簡介 13
第貳章 文獻探討 14
第一節 體驗與體驗經濟 14
第二節 體驗行銷 16
第三節 體驗價值 25
第四節 顧客滿意度 27
第五節 顧客忠誠度 32
第參章 研究方法 35
第一節 研究架構與研究假說 35
第二節 問卷設計與變數的操作型定義 37
第三節 研究對象與抽樣設計 41
第四節 資料分析方法 41
第五節 資料收集與信、效度分析 42
第肆章 資料分析與研究結果 45
第一節 敘述性統計分析結果 45
第二節 相關分析 53
第三節 人口變項之差異性分析結果 55
第四節 迴歸模式建立 57
第伍章 結論與建議 65
第一節 研究結論 65
第二節 實務建議 76
第三節 研究限制 79
第四節 後續研究建議 79
參考文獻 80
一、 中文部份 80
二、 英文部份 81
附錄 85
附錄一 正式問卷 85
附錄二 預試問卷量表 90
表目錄
表2-1 : 經濟模式與經濟產物的演進 15
表2-2：傳統行銷與體驗行銷的比較差異 18
表2-3：策略體驗模組 20
表2-4：體驗行銷的七種體驗媒介 22
表2-5 : 體驗行銷的評鑑問卷 24
表2-6：顧客滿意度文獻整理 28
表2-7：顧客忠誠度五階段 32
表3-1 : 本研究問卷設計 37
表3-2 : 預試問卷各構面Cronbach’s α係數彙整表 43
表3-3 : 各構面Cronbach’s α值及收斂效度檢驗一覽表 44
表4-1 : 人口變項次數分配表 45
表4-2 : 感官體驗答題情形 47
表4-3 : 情感體驗答題情形 48
表4-4 : 思考體驗答題情形 48
表4-5 : 行動體驗答題情形 49
表4-6 : 關聯體驗答題情形 50
表4-7 : 消費者投資報酬答題情形 50
表4-8 : 卓越服務答題情形 51
表4-9 : 美感答題情形 51
表4-10 : 趣味性答題情形 52
表4-11 : 顧客滿意度答題情形 52
表4-12 : 顧客忠誠度答題情形 53
表4-13 : 本研究各構面相關係數矩陣 53
表4-14 : 人口變項差異性分析結果 55
表4-15 : 策略體驗模組(體驗行銷)對消費者投資報酬之迴歸分析結果 58
表4-16 : 策略體驗模組(體驗行銷)對卓越服務之迴歸分析結果 59
表4-17 : 策略體驗模組(體驗行銷)對美感之迴歸分析結果 59
表4-18 : 策略體驗模組(體驗行銷)對趣味性之迴歸分析結果 60
表4-19 : 策略體驗模組(體驗行銷)對顧客滿意度之迴歸分析結果 61
表4-20 : 策略體驗模組(體驗行銷)對顧客忠誠度之迴歸分析結果 61
表4-21 : 體驗價值對顧客滿意度之迴歸分析結果 62
表4-22 : 體驗價值對顧客忠誠度之迴歸分析結果 63
表4-23 : 顧客滿意度對顧客忠誠度之迴歸分析結果 63
表4-24 : 假設檢定結果一覽表 64
圖目錄
圖1-1 : 本研究流程圖 12
圖2-1：體驗矩陣的策略性議題 23
圖2-2 : 體驗價值的類型 26
圖2-3：Fornell 顧客滿意瑞典模式 30
圖2-4：ACSI 模式 31
圖3-1 : 本研究之研究架構 35
圖4-1 : 卓越服務平均數折線圖 56
圖4-2 : 體驗價值平均數折線圖 57
圖5-1 : 本研究架構驗證後之關係圖 75 |
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| Description: | 碩士
國立政治大學
管理碩士學程(AMBA)
94362016
97 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0094362016 |
| Data Type: | thesis |
| Appears in Collections: | [管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文
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