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    题名: 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Apple Store上海浦東店為例
    The study of the relationships among experiential marketing, experiential value, customer satisfaction and loyalty:a case study of apple store at shanghai pudong
    作者: 吳東孟
    贡献者: 祝鳳岡
    吳東孟
    关键词: 體驗行銷
    體驗價值
    顧客滿意度
    顧客忠誠度
    Experiential Marketing
    Experiential Value
    Customer Satisfaction
    Customer Loyalty
    日期: 2010
    上传时间: 2011-09-29 16:56:24 (UTC+8)
    摘要: 在體驗經濟時代，體驗行銷成為企業行銷的新手段。企業從最初注重產品與服務品質，轉向注重消費者在消費商品過程中對產品與服務的整體感受。企業試圖與消費者進行情感對話，通過引導消費者參與體驗活動獲取消費者對產品、服務、品牌的滿意與忠誠。Apple作為世界“最有價值”品牌之一，與其成功運用體驗行銷手段關係密切。它的成功引發了本研究之最初動機。本文通過對Apple 大型體驗店之顧客進行調查研究，採實證探討方式，研究了體驗行銷、體驗價值、顧客滿意與忠誠度的關係。最後得到以下分析結果：

    1. 體驗行銷、體驗價值各構面之內涵比較顯示：
    (1)體驗行銷五個構面中，情感體驗的影響力最高；思考體驗的影響力相對最弱。(2)體驗價值四個構面中，服務優越性給體驗者的影響力最高；美感的影響力相對最低。
    2. 人口變項對體驗價值、顧客滿意度與顧客忠誠度有部分顯著關係。
    3. 體驗行銷、體驗價值對顧客滿意度、顧客忠誠度有顯著關係。體驗行銷對體驗價值有部分顯著關係，其中以情感體驗與服務優越性相關程度最高。體驗行銷對顧客滿意度與顧客忠誠度有正向顯著關係，其中以情感體驗對顧客滿意度相關度較高，感官體驗與顧客忠誠度相關度較高。體驗價值對顧客滿意度與顧客忠誠度有正向顯著關係，其中以服務優越性對顧客滿意度相關度最高。顧客滿意度與顧客忠誠度高度相關。
    In the era of Experience Economy, Experiential Marketing becomes a new popular marketing means for enterprise. While the enterprise initially focus on product and service quality, now they pay more attention to the overall consumer feelings than consumer goods themselves in the consuming process. Enterprise attempt to make dialogues with consumer feelings and ask consumer for experience, in order to build the brand of satisfaction and loyalty. "Apple" as one of most valuable brand in the world, has a close relationship with the adoption of Experiential Marketing. Its success sparked the initial motive of this study. This research used one of the Apple largest experiential shops as a case to study the relationships of Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty. Finally we got the following results:
    1. The comparison between the various dimensions of Experiential Marketing and Experiential Value showed that: (1)In the five dimensions of Experiential Marketing, the Feel experience has the strongest impact while the Think experience has weakest.(2) In the four dimensions of Experiential Value, Service Excellence has the strongest impact while the Aesthetics experience value has lowest.
    2. Population variations have some significant relationship to Experiential Value, Customer Satisfaction and Customer Loyalty
    3. Experiential Marketing and Experiential Value have significant relationship to Customer Satisfaction and Customer loyalty. Experiential Marketing has some significant relationship with Experiential Value, among which Feel experience has the highest relationship to Service Excellence. Experiential Marketing has positive significant relationship to Customer Satisfaction and Customer Loyalty, among which Feel experience has highest relationship to Customer Satisfaction, and correlation experience with Customer Loyalty. Experience Value has positive significant relationship to Customer Satisfaction and Customer Loyalty, among which Service Excellence has highest relationship to Customer Satisfaction, and Customer Satisfaction with Customer Loyalty.
    謝詞 i
    中文摘要 ii
    Abstract iii
    目　次 iv
    表 次 vii
    圖 次 ix
    第一章 緒論 1
    壹、研究背景 1
    貳、研究動機和目的 2
    參、研究個案介紹 3
    肆、研究流程 4
    第二章 文獻探討 5
    壹、 體驗行銷 5
    一、 行銷 5
    二、 體驗行銷 7
    三、 體驗矩陣 10
    四、 小結 11
    貳、 體驗價值 11
    一、 顧客價值 11
    二、 體驗價值的類型 11
    三、 體驗價值的影響因素 13
    四、 體驗價值的衡量 14
    五、 體驗行銷與體驗價值之關係 15
    六、 小結 15
    參、 顧客滿意度 15
    一、 顧客滿意度定義 15
    二、 顧客滿意度衡量 16
    三、 體驗價值與顧客滿意度之關係 17
    四、 小結 17
    肆、 顧客忠誠度 17
    一、 顧客忠誠度之定義 17
    二、 顧客忠誠度之衡量 18
    三、 體驗價值、忠誠度與顧客滿意之關係 19
    四、 小結 20
    第三章 研究方法 21
    壹、 研究架構與假設 21
    一、 研究構架 21
    二、 研究假設 23
    貳、 研究對象與抽樣設計 26
    參、 研究變數的操作型定義、衡量構面問項與衡量方法 26
    一、 體驗行銷 26
    二、 體驗價值 27
    三、 顧客滿意度 29
    四、 顧客忠誠度 29
    肆、 問卷設計與抽樣 30
    伍、 資料分析方法 31
    陸、 前測問卷分析 31
    一、 項目分析 31
    二、 信度分析 33
    柒、 質化訪談 34
    第四章 資料分析與結果 35
    壹、 敘述性統計分析 35
    一、 樣本結構統計 35
    二、 各構面敘述性統計 37
    三、 相關分析 44
    貳、 信度與效度分析 46
    一、 信度分析 46
    二、 效度分析 47
    參、 迴歸分析 48
    一、 體驗行銷對體驗價值之迴歸分析 48
    二、 體驗行銷對顧客滿意度、顧客忠誠度之迴歸分析 50
    三、 體驗價值對顧客滿意度、顧客忠誠度之迴歸分析 52
    肆、 人口變數之差異性分析結果 55
    伍、 小結 60
    第五章 結論與建議 63
    壹、 研究結論 63
    貳、 研究建議 65
    參、 研究貢獻、限制及未來研究方向 66
    附錄一：問卷調查 68
    附錄二：訪談記錄 71
    參考文獻 74
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    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)-青年領袖班
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