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研究生:黃翔龍
研究生(外文):Huang Hsiang Lung
論文名稱:消費體驗與顧客滿意:知覺價值之中介效應及轉換障礙之干擾效應
論文名稱(外文):Experiential Marketing and Customer Satisfaction: The Mediation Effect of Perceived Value and Moderation Effect of Switching Barrier
指導教授:蔡翠旭蔡翠旭引用關係陳木榮陳木榮引用關係
指導教授(外文):Tsai Tsuan-HsuChen Mu-jung
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:111
中文關鍵詞:消費體驗顧客滿意知覺價值轉換障礙
外文關鍵詞:experiential marketingcustomer satisfactionperceived valueswitching barrier
相關次數:
  • 被引用被引用:5
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  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:5
隨著經濟的成長與國人消費能力的提昇,喝咖啡已成為到處可見的消費行為,咖啡店到處林立的現象,而體驗行銷時代的來臨,消費者對於咖啡店的需求已從重視產品與服務,提昇對咖啡店所塑造的體驗、情境。過去有許多研究發現服務品質、品牌形象、體驗行銷,都是影響顧客滿意度很重要的變數然而當管理者企圖用這些研究結果來做實務上的應用,改進服務品質、改善品牌形象、提昇消費體驗時仍不夠完善,如消費者對產品的已經很不滿意了,但是卻還是會繼續使用該產品,故本研究以正在咖啡店消費的顧客為研究對象,利用便利抽樣進行問卷調查,來探討消費體驗、顧客滿意、知覺價值及轉換障礙等四個變數的關聯性。
研究結果發現如下:1.咖啡店消費者的消費體驗對顧客滿意有顯著的影響。2.咖啡店消費者的知覺價值,在消費體驗與顧客滿意間,具有顯著的中介效應。3.咖啡店消費者的轉換障礙,在消費體驗與顧客滿意間,具有顯著的干擾效應。
Following enconomic growth and increasing of ability of consuming for Taiwan people, drinking coffee is a common consumption behavior and we can see various coffee stores appear one by one everywhere. As experiential marketing age comes, consumption think highly of the products and the service from coffee stores upon to the experience and services made from the brand of coffee stores.
There were many researches to find the service quality, brand image, experiential marketing, all is influenced the very important variable of the customer satisfaction. But when the governor attempts to use these research to do the application on the actual situation as a result, that is improve a service quality, improve brand image and promote consume to experience personally seem to be still not enough perfect. Therefore, the research to study the relationship between experiential marketing, customer satisfaction, perceived value, switching barrier.
The consequence of research follows:
1.The experiential marketing of cafe consumer has notable influence to the customer satisfaction.
2.The perceived value of cafe consumer has medium effect of experiential marketing and customer satisfaction.
3.The switching barrier of cafe consumer has Moderating effect of experiential marketing and customer satisfaction.
中文摘要 ...................... iii
英文摘要 ...................... iv
誌謝辭  ...................... vi
內容目錄 ...................... vii
表目錄  ...................... ix
圖目錄  ...................... xi
第一章  緒論.................... 1
  第一節  研究背景................ 1
  第二節  研究動機................ 3
  第三節  研究目的................ 4
  第四節  研究範圍................ 5
  第五節  研究流程................ 5
第二章  文獻探討.................. 6
  第一節  咖啡店之分類與經營型態......... 6
  第二節  消費體驗................ 15
  第三節  知覺價值................ 23
  第四節  轉換障礙................ 26
  第五節  顧客滿意度............... 32
  第六節  各構面間關係............... 33
第三章  研究方法.................. 37
  第一節  研究架構................ 37
  第二節  研究假說................ 38
  第三節  研究變數與操作性定義.......... 38
  第四節  問卷設計................ 50
  第五節  資料分析方法............... 51
第四章  資料分析與實證結果............. 54
  第一節  樣本資料之敘述性分析.......... 54
  第二節  信效度分析............... 57
  第三節  敘述性統計分析............. 60
  第四節  相關係數分析............... 69
  第五節  層級迴歸分析............... 70
第五章  結論與建議................. 75
  第一節  研究結論與討論............... 75
  第二節  研究限制................ 77
  第三節  後續研究建議.............. 78
參考文獻 ...................... 79
附錄  研究問卷................... 95
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