政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/60381

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/60381

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113392/144379 (79%)
Visitors : 51219837 Online Users : 914

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Scope

please add "double quotation mark" for query phrases to get precise results

please goto advance search for comprehansive author search

Adv. Search

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

Goto mobile version

政大典藏 > College of Communication > EMA Program in Communication > Theses > Item 140.119/60381

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/60381

Title:	服務創新與體驗行銷對提升顧客滿意度與忠誠度的探討---以安麗公司為例 A study of service innovation, experiential marketing on customer satisfaction and loyalty：based on amway taiwan company
Authors:	陳淑敏
Contributors:	祝鳳岡陳淑敏
Keywords:	多層次傳銷事業服務創新體驗行銷顧客滿意度顧客忠誠度 Multi-level Marketing Business Service Innovation Experiential Marketing Customer Satisfaction Customer Loyalty
Date:	2010
Issue Date:	2013-09-05 14:39:48 (UTC+8)
Abstract:	自2004年開始安麗公司陸續在全台各地成立『體驗中心』，此舉可說是多層次傳銷事業的創舉，不但是全新概念，直銷商與顧客皆可在此體驗中心內試用、體驗與購買安麗公司各項商品，目前也受到許多會員的好評。本研究以安麗體驗中心最重要的兩項元素『服務創新』與『體驗行銷』，作為研究內涵，以瞭解安麗體驗中心在『服務創新』與『體驗行銷』上對『顧客滿意度』與『顧客忠誠度』之間的關係。本研究以『問卷調查法』進行，並輔以『焦點訪談』。問卷於台北地區直銷商中心進行發放，發放對象為事業型直銷商、一般直銷商與消費型顧客；共發出600份，最後回收510份，整體問卷信度達.974。焦點訪談部分，則訪談安麗事業型直銷商8人，及兩位安麗公司高階主管。研究結果顯示，受訪者認為安麗公司不論在服務創新、體驗行銷、顧客滿意度與顧客忠誠度上都具有良好表現。且透過相關分析與迴歸分析也可看出會員認為服務創新程度越高，越能提高滿意度與忠誠度；同樣地，體驗行銷程度越高，滿意度與忠誠度也越高。透過焦點訪談，也看出受訪者對於安麗公司在服務創新與體驗行銷上都具有高滿意度，也建議安麗公司能充分利用體驗中心的場地，舉辦更多讓消費者能實際參與的活動。 Since 2004, Amway has been implementing a pioneering initiative by establishing the Amway Experience Centers (AEC) around Taiwan, introducing a brand new concept into the multi-level marketing business. Distributors and customers can try, experience and purchase various Amway products at the AEC. So far, the AEC has received many favorable views from Amway members. This study explores the two most important elements of the AEC – service innovation and experiential marketing, in order to gain a picture of the relationship between the service innovation and experiential marketing of the AEC and the customer satisfaction and customer loyalty of Amway. The study was conducted with the method of questionnaire survey, complemented with focus interviews. The questionnaires were delivered at the Distributor Centers in Taipei area, aiming at career-type distributors, general distributors and consumer-type customers. Totally, 600 questionnaires were delivered, among which 510 were collected ultimately, reaching a total questionnaire reliability of .974. In the part of focus interviews, 8 career-type distributors and 2 Amway executives were interviewed. Findings of the study show that all interviewees gave a high opinion of the performance of Amway in terms of service innovation, experiential marketing, customer satisfaction and customer loyalty. In addition, through regression analysis and other related analyses, it can be seen that Amway members think that the better the performance of service innovation, the higher the customer satisfaction and loyalty, similarly, the better the performance of experiential marketing, the higher the customer satisfaction and loyalty. Through focus interviews, it can be seen that the interviewees have very high satisfaction with Amway’s performance on service innovation and experiential marketing. They also suggested that Amway make full use of the AEC to hold more activities that are suitable for consumers to participate in.
Reference:	一、中文文獻王育英、梁曉鶯譯，Bernd H. Schmitt 著 (1999)，體驗行銷，臺北：經典傳訊文化出版社。王秀華譯(2002)，Griffin, Jill原著，「忠誠顧客—如何培養，如何保持(Customer Loyalty)」，初版，朝陽堂文化事業股份有限公司。李久慈(1998)。傳銷大未來。臺北：傳銷世紀文化事業股份有限公司，頁1-69頁。林訓民(1986年11月)。台灣直銷事業的過去、現在和未來，財訊月刊。吳水丕(1993)。多層次傳銷的事界。臺北：和宇。餘素珠(2005)。2004年多層次傳銷產業經營概況調查報告，直銷人雜誌。郭宇星(1998)。傳銷組織經營之道，臺北：傳銷世紀雜誌。許士軍(1998)。創新的研發組織。臺北：能力雜誌，頁24-30。葉美玲(2006)。體驗行銷體驗價質對顧客滿意度忠誠度關係探討_以臺北市立北投區運動中心為例。國立台南大學運動與健康研究所碩士論文，台南市。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。劉俊岷(2004)，服務創新、情緒體驗與忠誠意圖之關係—以主題餐廳為例，天主教輔仁大學管理學研究所碩士論文。二、英文文獻 Betz, F., (1987)，”Managing Technology-Competing through New Ventures,Innovation, and Corporate Research”, New York: Prentice Hall. Churchill, G. A., Jr., and Surprenant, C.（1982），”An Investigation into the Determunants of Consumer Satisfaction”, Journal of Marketing Research, Vol 19 Cardozo,R.,(1965)，”An Experimental Study of Customer Effort, Expectation, and Satisfaction”, Journal of Marketing Research, pp.244-249. Fornell, C. (1992)，“A National Customer Satisfaction Barometer”: The Swedish Experience”, Jouranl of Marketing., Vol.56, No. 1, pp.403-412 Fornell, C., Johson, M.D., Anderson, E. W., Cha, J. and Bryant, B. E. (1996)，”The American Customer Satisfaction Index: Nature, Purpose, and Finding, Journal of Marketing,60: pp. 7-18. Higgins, J.M., (1966)，”The Core Competence:Innovation”, Planning Review, Vol.23,No.6,pp.32-35. Holt,K. (1983)，”Production Innovation Management”. Butterworth,pp.50-51. Howard,J.A., & Sheth,J.N. (1969)，”The Theory of Buyer Behavior,”John Wiley and Scons Inc.,New York. Hunt,H. K., (1997)，Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, Cambridge, MA: Market Science Institute. Lovelock, Christopher H. (1993)，Product Plus: How Product+Service=Competitive Advantage, McGraw Hill. Kolter P. (1997) ， “Marketing Management: Analysis, Planing, Implementation and Control”. 9thed., Prentie-Hall Inc., New Jersey. Kotler, P. (2003)，”Marketing Management”,New Jersey:Prentice-Hall. Oliver, R.,(1996) ，”Value as Excellence in the Consumption Experience”, pp.43-62 , London and New York: Routledge. Peter Drucker(1985)，”Innovation and Entrepreneurship”. New York:Harper and Row. Pine,B.J., & Gilmore,J.H. (1998)，”Welcome to the experience economy”, Harvard Business Review, Vol.76, pp.97-105. Schmitt, B. H. (1999)，Experiential Marketing: How to Get Customer to Sense, Feel, Think, Act, and Relate to Your Company and Brands, The Free Press, New York. Schumpeter, J. A.(1934)，”The Theory of Economic Development”, Boston:Harvard Business School Press. Voss,C.A. (1992)，”Measurement of Innovation and Design Performance in Services”, Design Manaement Journal,pp.40-46
Description:	碩士國立政治大學傳播學院碩士在職專班 94941014 99
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0949410141
Data Type:	thesis
Appears in Collections:	[EMA Program in Communication] Theses

Files in This Item:

File	Size	Format
014101.pdf	1124Kb	Adobe PDF2	2803	View/Open

All items in 政大典藏 are protected by copyright, with all rights reserved.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - Feedback