Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/60615
|
| Title: | 體驗行銷、體驗價值、顧客滿意度與顧客忠誠度關係之研究－以Sony Ericsson旗艦店為例
The study of the relationship among experiential marketing, experiential value, customer satisfication and customer loyalty: |
| Authors: | 簡志豪
Chien, Chih Hao |
| Contributors: | 祝鳳岡
簡志豪
Chien, Chih Hao |
| Keywords: | 體驗行銷
體驗價值
顧客滿意度
顧客忠誠度
Experimental Marketing
Experimental Value
Customer Satisfaction
Customer Loyalty |
| Date: | 2009 |
| Issue Date: | 2013-09-09 11:22:13 (UTC+8) |
| Abstract: | 面對競爭激烈的手機市場，消費趨勢已經從產品功能導向轉為消費體驗導向，體驗行銷(Schmitt，1999)改變了傳統只重視手機商品的性能與效益，轉而透過策略體驗模組(SEMs)與體驗媒介(ExPros)來提升產品附加價值。目前SonyEricsson索尼愛立信、NOKIA諾基亞、Samsung三星等手機巨頭都非常青睞體驗銷售方式，紛紛成立自家的品牌旗艦店並設立體驗平台，成為全新體驗式專賣店，此手法也成為各家品牌手機廠商傳達訊息給消費者最直接的模式。
本研究以SonyEricsson旗艦店為研究對象，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、體驗價值、顧客滿意度與顧客忠誠度間的關係，並提出實務的體驗行銷建言。
研究結論如下：
一. 透過適當的策略體驗模組可以強化不同構面的體驗價值。
二. 體驗模組中的行動與關聯、思考與情感體驗可正向影響顧客滿意度。
三. 體驗模組的行動與關聯、思考及情感體驗可以正向影響顧客忠誠度。
四. 體驗價值中的投資報酬價值、卓越服務及趣味價值可以正向影響顧客滿意度。
五. 體驗價值中的投資報酬價值、卓越服務及趣味價值可以正向影響顧客忠誠度。
六. 顧客滿意度可以正向強化顧客忠誠度。
研究建議如下：
一. 旗艦店應為顧客形塑精準而創新的消費體驗。
二. 旗艦店應整合相關行銷資源，強化顧客感受到的經濟價值
三. 持續強化旗艦店的服務品質，積極提升優質和愉悅服務價值
四. 旗艦店應針對不同性別而有不同的產品行銷策略
關於索尼愛立信(Sony Ericsson)
Sony Ericsson 創立於 2001年 10月，為 Sony Corporation 與Telefonaktiebolaget LM Ericsson 的合資企業，股權各佔一半。超過 7,500 個員工，致力於一系列產品、配件與應用程式的開發、設計、行銷、銷售、流通與服務。 有來自世界各地超過 40 個國家的員工，都受到各自所屬文化的激勵。從我們在瑞典、日本、中國、美國與英國的研發工作，到倫敦的全球管理，以至於世界各地的地區中心。
With the fierece competition of mobile phone market, the trends of mobile consumbers had changed from product-oriented to experience-oriented Experiential Marketing (Schmitt, 1999) had transformed from traditional mobile phone product which merely emphasized on functionalities and effectiveness to add values on top of the product through the Strategic Experiential Modules SEMs and Experiential Providers ExPros. To present, Sony Ericsson, Nokia as well as Samsung mobile manufactures are very keen on experiential marketing by forming up their own flagship store and establishing a brand-new mobile phone experiential platform. This approach has become directly for branding mobile phone manufacturers to convey a marketing message to consumers. In this study, Sony Ericsson flagship store for the study, researchers used convenience sampling methods to investigate, through quantitative and qualitative strategies of experience marketing experience module SEMs, experience the value of the relationship between customer satisfaction and customer loyalty, and make practical experience of marketing suggestions.
This case study is targeting at Sony Ericsson flagship store, analyzing the relations of Strategic Experiential Modules SEMs, Experiential Value, Customer Satisfaction and Customer Loyalty through qualitative and quantitative methodology, providing the practical marketing recommendations to the owner of flagship store.
The result of this research shows :
1. Through appropriate SEMs can positively predict different aspect of experimental value.
2. SEMs -Act, Relate, Think and Feel can positively reinforce customer satisfaction.
3. SEMs -Act, Relate, Think and Feel can positively reinforce customer loyalty.
4. Experimental value CROI, service excellence and playfulness can positively reinforce customer satisfaction.
5. Experimental value CROI, service excellence and playfulness can positively reinforce customer loyalty.
6. Customer satisfaction can positively reinforce customer loyalty.
Hereafter are the suggestions for Sony Ericsson Flagship Store to develop the marketing strategy onwards:
1. Flagship Store should provide accurate and innovative consumer experience to their customers.
2. Flagship Store should integrate relevant marketing resources to enhance experimental value CROI.
3. Continuing to strengthen the flagship store quality of service, and actively enhance the service excellence and playfulness.
4. Flagship store should have different gender-specific product marketing strategy
About Sony Ericsson
Sony Ericsson, a 50:50 joint venture of Sony Corporation and Telefonaktiebolaget LM Ericsson, was established in October 2001. Over 9,000 employees contribute to the development, design, marketing, sales, distribution and service of a full portfolio of products, accessories and applications. Hailing from over 40 countries and employed across the map, our people are inspired by the cultures that surround them. From our R&D operations in Sweden, Japan, China, the US and UK, to our global management in London to our regional centers around the world. |
| Reference: | 一、 中文部份
1. 王育英、梁曉鶯(譯)(2001) ，Bernd H. Schmitt 著「Experiential Marketing」體驗行銷。經典傳訊文化。台北。
2. 尤之群 (2003)，以體驗經濟模型衡量網路媒體視聽者之體驗－以網路博物館與線上網路遊戲為例，華梵大學資訊管理學研究所碩士論文。
3. 江義平，李怡璇，江亦瑄 (2008) 文化主題商品體驗行銷效果之研究 東吳經濟商學學報 第60期。
4. 高明智（2001），由旅情談體驗行銷與服務。突破雜誌，187卷，台北，頁 14-16。
5. 施宥如(2008)。體驗行銷對顧客滿意度與顧客忠誠度影響之研究-以爵士音樂餐廳Brown Sugar為例。國立政治大學管理碩士學程。台北市。
6. 張慶珍(2002)，「從體驗行銷的觀點探討廣告的視覺符號－以女性雜誌服. 飾廣告為例」。銘傳大學設計管理研究所碩士論文。
7. 陸劍豪(譯)(2002),Scott Robinette, Claire Brand, & Vicki Lenz著, 「情緒行銷(Emotion Marketing)」, 台北市。商周出版。
8. 榮泰生(2009)，SPSS與研究方法二版 五南圖書出版公司。
9. 袁薏樺(2003)，體驗行銷、體驗價值與顧客滿意關係之研究，碩士論文，國立台北科技大學商業自動化與管理研究所，台北。
10. 黃映瑀(2005)，體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係之研究，碩士論文，大葉大學事業經營研究所，彰化。
11. 黃培華，游章雄(2008)，體驗設計在文化產品應用之初探。國立台北教育大學玩具與遊戲設計研究所。
12. 葉美玲(2006)，體驗行銷、體驗價值、顧客滿意度與忠誠度關係探討¬-以台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。台南縣。
13. 鄧志鴻(2009)，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。國立政治大學經營管理碩士學程，未出版。台北市。
14. 楊登鈞 (2009)，體驗行銷、體驗價值、顧客滿意、品牌形象與忠誠度之關係研究-以Nike運動行銷Running Club活動為例。國立政治大學經營管理碩士學程，未出版。台北市。
15. 楊素蘭(2004)，環境體驗、體驗價值、顧客滿意與行為意向之研究，碩士論文，國立台北科技大學商業自動化與管理研究所，台北。
16. 劉潔妃（2004），書店的體驗行銷策略研究：以Page One 書店、誠品敦南店、金石堂「我的文學書房」為例，世新大學傳播研究所碩士論文。
17. 衛南陽(2005)，服務競爭優勢-探索永續經營的奧秘，商兆出版社。
18. 衛南陽 (2005)，哇!玩行銷¬-你一定要知道的21種行銷秘技。台北市:沃爾。
19. 殷嘉良 (2010)，體驗行銷、體驗價值、顧客滿意度與顧客忠誠度影響之研究—以宜蘭香格里拉休閒農場為例。國立政治大學經營管理碩士學程，未出版。台北市。
20. 蘇宗雄(2000)，「感性抬頭，進入大體驗時代」。設計雜誌，第93 卷，頁 5-8。
21. 羅易文（2002），台北市手機滿意度因素與顧客忠誠度關係之探討。私立大同大學事業經營管理所碩士論文，台北市。
二、 英文部份
1. Abbott, L. (1955). Quality and Competition; an essay in economic theory. NY: Columbia University Press.
2. Albrecht, K. (1994). Customer Value. Executive Excellence, 14-15.
3. Aaker.A.David（1996）, Building Strong Brand , The Free Press
4. Anderson, E W., Fornell C., and Lehmann D. (1994). Customer Satisfaction, market share, and profitability: Findings from Sweden.Journal of Marketing,Vol.58(July):53-66
5. Anderson, W. O., & Sullivan, W. M. (1993). The antecedents and consequences of customer satisfaction for firm. Marketing Sciences, 12(2), 125-143
6. Bloemer, Joseeand Odekerken-Schroder, Gaby (2002) “Store Satisfaction and Store Loyalty Explained by Customer and Store-Related Factors” Journal of Consumer Satisfaction, 15, 68-81.
7. Mathwick C., Malhotra N. & Rigdon E. (2001), Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment. Journal of Retailing, Vol. 77, pp. 39-56.
8. Cardozo, R. N.(1965).An experimental study of customer effort, expectation and satisfaction. Journal of Marketing Research, Vol. 24,244-249
9. Curasi, C. F. & Kenndy, K. N. (2002). Form Prisoners to Aplstles: a Typology of Repeat Buyers and Loyal Customers in service Business. Journal of Services Marketing.
10. Day, G.S (1969).A two-dimensional concept of brand loyalty. Working paper, State University of New York at Buffalo.
11. Day, G.S (1984).Strategic market planning: The pursuit of competitive advantage.West Publishing.
12. Fornell C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, Vol.56, 6-21.
13. Fornell M. D., Eugene W. A., Jaesung C., & Barbara E. B. (1996).The American customer satisfaction index: nature,purpose,and findings, Journal of Marketing, Vol.60(October):7-18.
14. Garbarino, E.& Johnson M.S.(1999). The different roles of satisfaction,trust,and commitment in customer relationshps. Journal of Marketing, Vol.3(April):70-87.
15. Gronholdt, Lars, Anne Martensen, and Kai Kristensen. ”The Relationship between Customer Satisfaction and Loyalty: Cross-Industry differences.” Total Quality Management 11, no. 4-6（2000）: 509-514.
16. Hoch, J. Stephen (2002),“Product Experience is Seductive,” Journal of Consumer Research, 29(December): 448-454.
17. Holbrook,M.B., Hirschman,E.C.(1982), The Experiential Aspect of Consumption：Consumer Fantasies, Feelings, and Fun,”Journal of Consumer Research, Vol.9, p.132-140
18. Holbrook, M.B & K. P. Corfman (1985),”Quality and Value in the Consumption Experience: Phaedrus Rides Again,” Perceived Quality, J. Jacoby and J. Olson, eds. Lexington, MA: Lexington Books, p.31-57.
19. Holbrook,(1994), “Ethics in Consumer research,” in C. T. Allen and D. Roedder John (eds) Advances in Consumer Research, Vol.21, Provo, UT:Association for Consumer research,(566-571)
20. Hepworth, M. and P. Mateus (1994), “Connecting Customer Loyalty To The Bottom Line,” The Canadian Business Review, Vol. 21, Iss. 4, 1994, pp. 40-43
21. Holbrook, M. B. (2000), “The millennial consumer in the texts of our times: Experience and Entertainment.,”Journal of Macromarketing, Vol.20, p.178-192.
22. Huizinga, J. (1995), “Why satisfied customers defect,” Harvard Business Review, Vol. 3, No. 1, pp. 88-99
23. Howard, J.A. & J.N.Sheth（1969）,The Theory of Buying Behavior,N.Y.；John Wiley & Son,p.30.
24. Hempel (1977), “In The Conceptualization of Consumer Satisfaction and
Dissatisfaction, edited by H. K. Hunt,” Consumer Satisfaction with the Home
Buying Process: Conceptualization and Measurement Cambridge, Mass: Marketing Science Institute.
25. Jones & Sasser, E.(1995).Why Satisfied Customers Defect,Harvard Business Review,Nov/Dec 1995,pp88-99.
26. Kelly(1987), Freedom to be-A new sociology of leisure, Macmillan, New York
27. Kotler P. (1997). Marketing Management: Analysis, Planning, Implementation and Control.9th ed., Prentice-Hall Inc., New Jersey.
28. Kotler, Philip(1991). Marketing Management: Analysis, Planning, Implementation and Control, 7th ed., Prentice-Hall, Englewood Cliffs, NJ: 246-249.
29. Martensen, A., Gronholdt, L. and Kristensen, K., (2000), “The drivers of customer satisfaction and loyalty: Cross-industry findins from Denmark,” Total Quality Management, 11(4-6), pp.544-553.
30. Mathwick C., Malhotra N. & Rigdon E. (2001). Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment. Journal of Retailing.
31. Mittal, V.F.& Lassar W.M.(1996).The role of personalization in service encounters.Jounal of retailing, Vol.72,95-109.
32. Ostrom and Iacobucci (1995), “Consumer Trade-Offs and the Evaluation of Service. Ostrom, Amy, Iacobucci, Dawn,” Journal of Marketing, Vol. 1, p17-29
33. Oliver, R. L., (1997)Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill, .
34. Oliver, R. (1999). Value as Excellence in the Consumption Experience, 43-62, London and New York: Routledge.
35. Pine, B. J., & Gilmore J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, Vol. 76, 97, Boston.
36. Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
37. Rokeach, M. (1973). The Nature of Human Values. New York: Free Press
38. Schmitt, B. H. (1999). Experiential Marketing：How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brand, New York, NY：The Free Press.
39. Unger, Lynette S. and Jerome B. Kernan (1983). “On the Meaning of Leisure: An Investigation of Some Determinants of the Subjective Experience,” Journal of Consumer Research, 9(March), 381-392.
40. Zeithaml, Valarie A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol.52, July, pp.2-22.
41. Zeithaml, Valarie A. and Mary Jo Bitner (1996), “Service Marketing,” Mcgraw-Hill.
42. Zeithaml, Valarie A., A. Parasuraman, and Leonard L. Berry, (1985), “Problem and Strategies in Service Marketing,” Journal of Marketing, Vol.49, Spring, pp.33-46.
三、 網站部份
1. Sony Ericsson 公司 www.sonyericsson.com
2. Ericsson 公司 www.ericsson.com |
| Description: | 碩士
國立政治大學
商管專業學院碩士學位學程(AMBA)
94932310
98 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0094932310 |
| 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
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 231001.pdf | | 2272Kb | Adobe PDF2 | 594 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
