Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/60139
|
| Title: | 蘋果咬一口：科技產品行銷通路之服務創新與體驗行銷策略研究
A bitten apple –The research of service innovation and experiential marketing in dealers of technology products |
| Authors: | 郭家伶
Kuo, Chia Ling |
| Contributors: | 祝鳳岡
郭家伶
Kuo, Chia Ling |
| Keywords: | 台灣蘋果優質經銷商
服務創新
蘋果公司
顧客忠誠度
顧客滿意度
體驗行銷
Apple Premium Reseller
Service Innovation
Apple Inc.
Customer Loyalty
Customer Satisfaction Degree
Experiential Marketing |
| Date: | 2010 |
| Issue Date: | 2013-09-04 16:16:57 (UTC+8) |
| Abstract: | 2001年，消聲已久的蘋果公司推出iPod，改寫了音樂產業的風貌，造成全球搶購的熱潮，自此之後，蘋果公司陸續推出許多產品，在全世界屢獲好評，在台灣亦如是。然而，台灣目前沒有Apple Store，因此欲於實體店面購買蘋果產品的消費者，會至蘋果在台的各大經銷商購買，而目前在台灣有四大優質經銷商，分別是Youth、德誼、Studio A和i Store，此四家的業績近乎佔盡台灣蘋果銷售市場。因此，本研究以蘋果公司最重要的兩項元素「服務創新」及「體驗行銷」作為本研究內涵，以此檢視台灣蘋果四大優質經銷商在「顧客滿意度」與「顧客忠誠度」上是否獲得消費者的認同。
本研究以調查法為主，於2011年4月9日至2011年5月7日間透過網路平台發放問卷，總計填答者471位，剔除無效問卷31份，有效問卷共440份，有效回收率為93.4 %，並以深度訪談為輔，訪問台灣蘋果四大優質經銷商於台北旗艦店之店經理與副店經理。
透過量化與質化的研究結果可得以下四大結論，第一，服務場景與流程創新是讓消費者辨別經銷商之關鍵；其二，消費者感受到的五感體驗將烙印於消費者心中；其三，顧客滿意度由服務創新與體驗行銷共同決定；最後，顧客忠誠度的表現是為企業獲利指標。另外，透過本研究長期觀察與實證結果，提出下列幾點建議予台灣蘋果公司參考：爭取優先上市權、舉辦活動並增加露出、播送電視廣告、提高服務品質、遵守蘋果總公司服務條款、建立專門蒐集消費者意見之管道。
In 2001, the Apple Inc. which had been quiet for a long time announced their product – iPod, and soon rewrote the style of global music industry. The representing product – iPod also raised up shopping rush all over the world. Henceforward, Apple Inc. brought lots of products and became popular around the world, so did Taiwan. Even though, Apple Inc. didn’t institute any Apple Stores in Taiwan, the only way to buy Apple’s products personally is to visit dealers which acquire authorization. In addition, there are four APRs (Apple Premium Reseller) in Taiwan, include Youth, Dataexpress, Studio A, and istore, they also hold overwhelming majority of Apple products selling in Taiwan. As a result, this research is based on service innovation and experiential marketing that two factors the Apple Inc. emphasize most, and examine whether those four APRs had obtain identification from consumers in customer satisfaction degree and customer loyalty or not.
This research used survey procedure to gather feedbacks from consumers during 9th April to 7th May in 2011 by uploading internet survey platform. There were 471 answer sheets on the platform above, 31 of them were invalid and 440 were valid, achieve the scale at 93.4%. We also used depth interview and had interviews with shop managers and vice-shop managers of those four APRs.
Combining the two dimensions, this research had four main conclusions. First, Services cape and Procedures innovations are key points for consumers to recognize resellers. Second, five source of sense experience that consumers truly experience will make deep impressions in their mind. Third, customer satisfaction degree depends on service innovation and experiential marketing. The last but not least, the certain appearance of customer loyalty is as the index of company’s profit. According to long term observation and the conclusions of empirical research, we recommend few suggestions for the branch in Taiwan of Apple Inc. as follow. First, try to fight for the position of debut product, try to hold more selling activities and increase exposure, try to broadcast more TV commercials, try to raise service quality, try to obey service principles and guidelines established by Apple Inc., and try to set up a special channel to collect opinions from consumers. |
| Reference: | 大前研一（2006）。《創新者的思考：看見生意與創意的源頭》。台北市：商周。
中村勝宏、師瑞德（2009）。《蘋果紅了—數位之王蘋果電腦的崛起傳奇》。台北市：我識。
王金酩（2004）。《精緻化策略對顧客滿意度之研究》。暨南國際大學國際企業學系碩士論文。
冉龍華（2008年11月27日）。〈驚艷指數與顧客忠誠成正比〉，《工商時報》，D3版。
吳偉文（2007）。《創業管理－事業經營與企業家職能》。台北：普林斯頓。
林婉翎（2008年11月10日）。〈驚艷指數與顧客忠誠成正比〉，《經濟日報》，A14版。
武珊珊、王慧姬譯（2003）。《美感經驗》，台北：雄獅。（原書Maquet, J. (1986). The aesthetic experience: An anthropologist looks at the visual arts: New Haven, CT: Yale University Press.）
范碧珍、董又菁（2001）。〈21世紀的行銷趨勢--體驗行銷：不只是血拼，體驗式消費時代來臨〉，《突破雜誌》，187：26-30。
夏業良、魯煒譯（2003）。《體驗經濟時代》，台北：經濟新潮社。（原書Pine II, J & Gilmore, J. H. (1999). The Experience Economy.）
孫國棋（2008年11月27日）。〈驚艷指數與顧客忠誠成正比〉，《工商時報》。上網日期：2010年11月2日，取自：http://blog.yam.com/isnoo/article/7461329
孫瑞霙（2006）。〈冠軍商品成功行銷術〉，《卓越雜誌》，258。
桃貴（2009）。〈「情感行銷」塑造品牌新利器？〉，《動腦雜誌》，397。
桃貴（2009年3月24日）。〈情感行銷：塑造品牌的新利器〉，《動腦brain》。上網日期：2011年3月9日，取自：http://www.brain.com.tw/News/NewsContent.aspx?ID=12253#ArchorAlert
袁薏樺（2003）。《體驗行銷、體驗價值與顧客滿意之研究》。國立台北科技大學商業自動化與管理研究所碩士論文。
清水滋（1994），《入門サービスの知識》，日本実業出版社。
許惠芬（2003）。《消費者認知服務創新、經驗情緒與再購意圖關係之探討－以休閒服務產業為例》。國立高雄第一科技大學研究所碩士論文。
許雅雯（2005）。《體驗行銷之具體化—蘋果電腦在台灣之實例研究》。元智大學企業管理學研究所碩士論文。
陳育慧（2001）。《體驗行銷之探索性研究---統一星巴克個案研究》。中國文化大學觀光事業研究所碩士論文。
鹿荷（2007），《蘋果正紅—蘋果電腦如何把願景變錢景》，台北：普天出版。
黃寶儀（2007年1月10日）。〈直營通路重塑品牌新價值Apple Store〉，《電子時報網》。上網日期：2010年11月2日，取自：http://blog.yam.com/isnoo/article/7461329
楊恩寰（1993）。《審美心理學》。台北：五南。
楊素蘭（2004）。《體驗行銷、體驗價值對顧客滿意度與顧客忠誠度之影響--以彩妝品為例》。國立政治大學廣告學系研究所碩士論文。
溫珮妤（2002）。〈體驗行銷的秘密〉，《Cheers》，22。
廖偉伶（2003）。《知識管理在服務創新之應用》。國立成功大學工業管理科學研究所碩士論文。
Abraham, K. S. (1986). Distrubuting Risk Insurance. Legal Theory And Public.
Abraham, R. D. (1986). Ordinary and Extraordinary Experience in The Anthropology of Experience, ed. Turner, V. W. & Bruner, E. M., Urbana: University of Illinois Press, 45–73.
Addis, M. & Holbrook, M. B. (2001). On the Conceptual Link between Mass Customisation and Experiential Consumption: An Explosion of Subjectivity. Journal of Consumer Behaviour, 1(1), 50-66.
Alderson, W.(1957). Marketing Behavior and Executive Action. Home Wood, IL：Lrwin.
Anderson, E.W. & Fornell, C. (1994). Lehmann DR: Customer satisfaction, market share and profitability: Finding from Sweden. Journal of Marketing, 59, 53-66.
Arnould, E., Price, L. & Zinkhan, G. (2004). Consumers (2nd ed.). New York, NY: McGraw-Hill/Irwin.
Atkinson, M. A. & Kydd, C. (1997). Individual Characteristics Associated with World Wide Web Use: An Empirical Study of Playfulness and Motivation. The Database for Advances in Information Systems, 28(2), pp. 53-62.
Barnett, H. G. (1953). Innovation: The Basic of Cultural Change. New York: McGraw-Hill.
Berry, L. L. & Parasuraman, A. (1991). Marketing Service-Competing Through Quality. New York: The Free Press.
Berry, L.L. (1995). Relationship Marketing of Service-Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.
Betz, F. (1993). Strategic Technology Management. New York: McGraw-Hill.
Blackwell, R. D., Miniard, P. W. & Engel, J. F. (1993). Consumer Behavior. (7th ed) Orlando, Florida; Dryden Press, p130.
Bloemer, J. & Odekerken-Schröder, G. J. (2002). Store Satisfaction and Store Loyalty Explained by Customer- and Store-Related Factors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 68-80.
Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation and Satisfaction. Journal of Marketing Research, 2(3), 244-249.
Carlton, J. (2000). 陳子豪、張駿瑩譯（2000），《i蘋果》，台北：天下遠見。（原書Carlton, J. (2000). Apple : The inside story of intrigue, egomania, and business blunders. New York: The Macmillan Company）
Carter, C. R. et al. (2002). Social Responsibility and Supply Chain Relationships. Transportation Research Part E, 38, 37-52
Carù, A. & Cova, B. (2003). Revisiting Consumption Experience: A More Humble but Complete View of the Concept. Marketing Theory, 3(2), 267-286.
Chin, W. W. & Gopal, A. (1995). Adoption Intention in GSS: Relative Importance of Beliefs. DATABASE Advances, 26(2), pp.42-63.
Compesi, R. J. (1980). Gratifications of Daytime TV Serial Viewers. Journalism Quarterly, 57, 155-158.
Crosby, L.A., Evans, K. R. & Cowles, D. (1990). Relationship Quality in Service Selling - An Interpersonal Influence Perspective. Journal of marketing, 54, pp. 68-81.
Cunningham, R. M. (1956). Brand loyalty-what, where, how much. Harvard Business Review, 34, 116-128.
Czepiel, J. A., Rosenberg, L. J. & Akere1e, A. (1974). Perspectives on Consumer Satisfaction. AMA Conference Proceeding.
Deutschman, A. (2000). 陳雅茜譯（2000），《創意魔王賈伯斯》，台北市：天下遠見出版。（原書Deutschman, A. (2000). The second coming of Steve Jobs. New York: The Macmillan Company）
Dewar, R. D. & Dutton, J. E. (1986). The Adoption of Radical and Incremental Innovations: An Empirical Study. Management Science, 32, pp. 1,422–1,433.
Drèze, X. & Zufryden, F. (1997). Testing web site design and promotional content. Journal of Advertising Research, 37(2), 77-91.
Drucker, P. (1985). Innovation and entrepreneurship. Harper and Row: New York.
Eindhoven Region Brussels Office (2003). The Brainport Case Study. Eindhoven Region Brussels Office.
Engel, J. F., Blackwell, R. D. & Miniard, P. W. (1995). Consumer Behaviour(8th ed). Fort Worth: Dryden Press.
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 55, pp.1-22.
Foxall, G. R. & Goldsmith, R. E. (1994). Consumer Psychology For Marketing. NY: Routleedge.
Gallouj, F. (2002). Innovation in services and the attendant old and new myths, Journal of socio-economics, 31, p.137-154
Gardner, R. C. (1985). Social Psychology and Second Language Learning: The Role of Attitudes and Motivation. London, GB: Edward Arnold.
Glynn, M. A. (1996). Innovative Genius: A Framework for Relating Individual and Organizational Intelligences to Innovation. Academy of Management Review, 21(4), pp. 1081-1111.
Govindarajan, V. & Trimble, C. (2005). 10 rules for strategic innovators: from idea to execution. Boston: Harvard Business School Press.
Griffin, J. (1995). 王秀華譯（2002），《忠誠顧客─如何培養，如何保持》，台北：朝陽堂。（原書Griffin, J. (1995). Customer Loyalty: How to Earn it and How to Keep it. Lexington Books, New York.）
Gronholdt, L., Martensen, A. & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11(4), 509-516.
Hertog, P. D. (2000). Knowledge-Intensive Business Services as Co-Producers of Innovation. International Journal of Innovation Management, 4(4):491-528.
Holbrook, M. B. & Zirlin, R. B. (1985). Artistic Creation, Artworks, and Aesthetic Appreciation: Some Philosophical Contributions to Nonprofit Marketing. Advances in Nonprofit Marketing, 1, pp. 1-54.
Holbrook, M. B. (2000). The millennial consumer in the texts of ourtimes: Experience and entertainment. Journal of Macromarketing, 20(2), pp.178-192.
Jacoby, J. (1971). A model of multi-brand loyalty. Journal of Advertising Research, 11, 25-31.
Jones, T. O. & Sasser, W. E. Jr. (1995). Why Satisfied Customer Defect. Harvard Business Review, 73(6), pp. 88-99.
Jung, S. (2008). 蕭素菁譯（2008）。《說動世界的15位CEO──全球商場大人物的英語名言和管理智慧》，台北市：先覺。
Kelly, J. R. (1987). Freedom to Be: A New Sociology of Leisure. New York: Macmillan.
Kotler, P. (1991), Marketing Management: Analysis, planning, implementation and control (7th ed). Prentice-HA.
Kotler, P. (1997). Marketing Management, Analysis, Implementation and Using the Servoual Model. The Service Industries Journal, 11(3), pp.324-343.
Lindstorm, M. (2005). 李振昌譯（2005）。《收買感官信仰品牌》。台北：商智文化。
Lindstorm, M. (2008). 邱碧玲譯（2009）。《買我！從大腦科學看花錢購物的真相與假象》，台北市：遠流。（原書Lindstorm, M. (2008). Buyology: Truth and Lies About Why We Buy. Bantam Dell Pub Group）
Lovelock, R. & Powell, J. (2004). Habermas/Foucault for social work: practices of critical reflection. In Lovelock, R., Lyons, K. & Powell, J. (eds), Reflecting on Social Work – Discipline and Profession. Aldershot: Ashgate.
Marketing Mind. (2008). Apple’s Branding Strategy. 上網日期：2010年11月2日，取自：http://www.marketingminds.com.au/branding/apple_branding_strategy.html.
McLuhan, R. (2000). Go Live with a Big Brand Experience. London：Haymarket Business Publications.
Mittal, B. & Lassar, W. M. (1998). Why do customers switch? The dynamics of satisfaction versus loyalty. Journal of Services Marketing, 12(2), 177-194.
Mohr, L. B. (1969). Determinants of Innovation in Organizations. American Political Science Review, 63, 111-126.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill.
Panesar, S. S. & Markeset, T. (2008). Development of a framework for industrial service innovation management and coordination. Journal of Quality in Maintenance Engineering, 14(2), 177-193.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1993). The Nature and Determinants of Customer Expectations of Service. Journal of the Academy of Marketing Science, 21(1), pp.1-12.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46.
Pine II, B. J. & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review
Pine II, B. J. & Gilmore, J. H. (1999). The Experience Economy: work is theatre & every business a Stage. Boston: Harvard Business School Press.
Privette, G. (1983). Peak Experience, Peak Performance and Flow: A Comparative Analysis of Positive Human Experiences. Journal of Personality and Social Psychology, 45(6), 1361–68.
Prus, A. & Brandt, D. R. (1995). Understanding your customers. American Demographics, pp.10 -14.
Regan, W. J. (1963). The Service Revolution. Journal of Marketing, 27, 57- 62.
Rubin, R. B., Perse, E. E. & Barbato, C. A. (1998). Conceptualization and Measurement of Interpersonal Communication Motives. Human Communication Research, 14, 602-628.
Schmitt, B. H. (1999a). Experiential Marketing. Journal of Marketing Management, 15(1), 53-67.
Schmitt, B. H. (1999b). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands. New York: The free press.
Schumpeter, J. A. (1934). The theory of economic development. New Brunswick, NJ: Transaction Publishers.
Smith, R. (2004). The Innovation-centric Company. CTOnet.org, USA.
Teo, T. S. H., Lim, V. K. G. & Lai, R. Y. C. (1999). Intrinsic and Extrinsic Motivation in Internet Usage. The International Journal of Management Science, 27, 25-37.
Toffler, A. (1970). 陳子豪、張駿瑩譯（1994）。《未來的衝擊》。台北：時報。（原書Toffler, A. (1970). Future Shock. Amereon Ltd; 6th printing edition）
Verklin, D. & Kanner, B. (2007). 晴天譯（2008）。《新媒體消費革命：行銷人與消費大眾之間的角力遊戲》。台北：商周。（原書Verklin, D. & Kanner, B. (2007). Watch this, listen up, click here：inside the 300 billion dollar business behind the media you constantly consume. John Wiley & sons (Asia) pte LTD.）
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
Zeithaml, V. A. & Bitner, M. J. (2000). Services marketing: Integrating customer focus across the firm. McGraw-Hill, Boston. |
| Description: | 碩士
國立政治大學
廣播電視學研究所
98453004
99 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0098453004 |
| Data Type: | thesis |
| Appears in Collections: | [廣播電視學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 300401.pdf | 21178Kb | Adobe PDF2 | 803 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
