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| Title: | 體驗行銷策略研究-以好市多(Costco)為例
The Study of experiential marketing strategy: The case of costco |
| Authors: | 許泓祺
Hsu, Hong Chi |
| Contributors: | 祝鳳岡
許泓祺
Hsu, Hong Chi |
| Keywords: | 體驗行銷
策略體驗模組
體驗價值
顧客滿意度
顧客忠誠度
experiential marketing
SEMs
experiential value
customer satisfaction
customer loyalty |
| Date: | 2009 |
| Issue Date: | 2016-05-09 11:55:51 (UTC+8) |
| Abstract: | 與傳統行銷相反，Schmitt（1999）提出的體驗行銷將焦點放在顧客體驗上，提供知覺的、情感的、認知的、行為的以及關係的價值來取代功能價值，不同於商品與服務停留在顧客之外，體驗可以深入到顧客的內在，並將其價值持續的延續，有助於品牌的記憶與區隔。
本研究以好市多（Costco）做為研究案例，透過質化與量化研究探討策略體驗模組SEMs（感官、情感、思考、行動、關聯策略模組）、體驗價值（投資報酬、卓越服務、美感、趣味性價值）、顧客滿意度與顧客忠誠度間之關係，並提出實務的建言。
研究結果發現如下：
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、「策略體驗模組」五個構面以及「體驗價值」四個構面皆可正向強化「顧客滿意度」。
三、關聯體驗、情感體驗、行動體驗都可以影響忠誠度，「關聯體驗」訴求品牌社群的意識與凝聚對「顧客忠誠度」影響力最大。
四、體驗價值中僅有「美感價值」無法影響「顧客忠誠度」，剩餘構面中影響力最大則是「趣味性價值」。
五、顧客滿意度可以有效預測顧客忠誠度。
Different from traditional marketing theory, experiential marketing (Schmitt 1999) focuses on customer experience, offering customer the value of sense, feel, think, act & relate to take place of traditional marketing functional value. Products & services can only touch customers’ outside, but experience can go inside customers’ hearts, and the value of experience will last for a very long time. To use experiential marketing well will help enterprise brand outperform others and memorized by customers.
This research uses Costco as the case to study the relationship of SEMs(Sense, Feel, Think, Act & Relate), experiential value(CROI, Service Excellence, Aesthetics, & Playfulness), customer satisfaction, and customer loyalty. Also at the end, this research will offer practical suggestions to Costco.
Our findings as following:
1.By choosing right modules of SEMs can positively predict or influence all aspects of experiential value.
2.All five modules of SEMs and four aspects of experiential value can positive predict or influence customer satisfaction.
3.Relate, Feel, & Act modules can positively predict or influence customer loyalty. Relate module appealing to the coherence of brand community is the most important factor to predict customer loyalty.
4.Only Aesthetics can’t positively predict customer loyalty. For the rest, Playfulness is the most important factor to influence customer loyalty.
5.Customer satisfaction can positively predict customer loyalty.
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻探討 6
第一節 量販業概述 6
第二節 好市多的介紹 8
第三節 體驗的定義 12
第四節 體驗行銷的興起 13
一、體驗經濟 13
二、體驗行銷 14
三、體驗行銷五大策略模組 16
四、體驗媒介 17
五、體驗矩陣 18
六、體驗行銷的評鑑工具 19
第五節 體驗價值 21
一、體驗價值的衡量 21
二、國內體驗行銷與體驗價值的相關研究 23
第六節 顧客滿意度 25
一、顧客滿意度的意義 25
二、顧客滿意度衡量構面 26
第七節、顧客忠誠度 28
一、忠誠度的意義 28
二、顧客忠誠度的衡量方式 31
第參章 研究方法 34
第一節 研究架構與研究假說 34
一、研究架構 34
二、研究假說 35
第二節 質化研究焦點團體法 39
第三節 問卷設計與變數的操作型定義 42
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 49
一、描述性統計 49
二、信度分析 49
三、相關分析（correlation）：49
四、多元迴歸分析（Multiple Regression） 49
第五節 前測信度檢測 50
第肆章 資料分析與研究結果 51
第一節 樣本敘述性統計分析 51
一、個人基本資料 51
二、體驗行銷敘述性統計分析 57
三、體驗價值敘述性統計分析 58
四、顧客滿意度與顧客忠誠度敘述性統計分析 59
第二節 體驗行銷、體驗價值、顧客滿意度與顧客忠誠度之相關分析 60
一、體驗行銷與體驗價值因素間之相關分析 60
二、體驗行銷、整體顧客滿意度與整體顧客忠誠度間之相關分析 61
三、體驗價值與顧客滿意度、忠誠度因素間之相關 61
四、整體顧客滿意度與整體顧客忠誠度之相關 62
第三節 體驗行銷、體驗價值、顧客滿意度與顧客忠誠度之迴歸分析 63
一、策略體驗模組對體驗價值之多元迴歸分析 63
二、策略體驗模組對顧客滿意度之多元迴歸分析 68
三、策略體驗模組對顧客忠誠度之多元迴歸分析 69
四、體驗價值對顧客滿意度之多元迴歸分析 70
五、體驗價值對顧客忠誠度之多元迴歸分析 72
六、顧客滿意度對顧客忠誠度之迴歸分析 73
七、小結 74
第五章 結論與建議 77
第一節 研究結論 77
一、策略體驗模組、體驗價值、顧客滿意度與顧客忠誠度間之相關情形 77
二、策略體驗模組、體驗價值、顧客滿意度與顧客忠誠度間之影響力 77
第二節 實務建議 83
第三節 研究限制 85
第四節 後續研究建議 85
參考文獻 86
附錄一 正式問卷 93
附錄二 焦點訪談 97 |
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| Description: | 碩士
國立政治大學
管理碩士學程(AMBA)
95362019 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0095362019 |
| 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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