跳到主要內容

臺灣博碩士論文加值系統

(3.231.230.177) 您好!臺灣時間:2021/08/02 10:09
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:陳舒煒
研究生(外文):Chen, Shu-Wei
論文名稱:居家用品店的體驗行銷對顧客忠誠影響之研究
論文名稱(外文):The Impact of Experiential Marketing of the Home Furnishing Stores Toward Customer Loyalty
指導教授:陳明璋陳明璋引用關係
指導教授(外文):Chen, Ming-Chang
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:89
中文關鍵詞:體驗行銷體驗價值顧客滿意顧客忠誠居家用品
外文關鍵詞:Experiential MarketingExperiential ValueCustomer SatisfactionCustomer LoyaltyHome Furnishing
相關次數:
  • 被引用被引用:11
  • 點閱點閱:304
  • 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:6
21世紀初的經濟型態已經逐漸轉型為體驗經濟,消費者著重的已不再只是有形的商品或服務本身,而是尋求在消費過程中獨一無二的體驗,因此,行銷人員從傳統注重性能與效益的行銷,轉變成為顧客創造體驗,故體驗行銷的重要性不言而喻。此外,隨著生活水準的提升與休閒時間的增加,國人日益重視居家生活的品質,造就了近年來居家用品店在台灣的興起,許多居家用品店在行銷上更是大量運用體驗行銷的概念。
本研究以居家用品店的顧客為研究對象,使用結構方程模式(SEM)探討體驗行銷、體驗價值、顧客滿意、顧客忠誠之間的關係。實證的結果發現:策略體驗模組中的感官、情感、關聯體驗,皆對體驗價值有正向的影響;體驗價值對顧客滿意和顧客忠誠均有正向的影響;顧客滿意對顧客忠誠有正向的影響。
In the early 21st century, the type of economy has transferred into experiential economy. The tangible commodities and services are not so important to consumers anymore, now they look for the unique experience in the process of consumption. Therefore, marketers have moved away from traditional feature-and-benefits marketing toward creating experiences for their customers. It goes without saying that the experiential marketing is very important. Furthermore, as the living standard grows up and leisure time increases, compatriots place more and more importance on the quality of life. That caused the rise of home furnishing stores in Taiwan in recent years. And many home furnishing stores apply the concept of experiential marketing.
Data of the study were collected from the customers of home furnishing stores. The study uses SEM to examine the relationships among experiential marketing, experiential value, customer satisfaction and customer loyalty. The results from the empirical study: Any of sense, feel, and relation experience has a positive relationship on experiential value; experiential value has a positive relationship on customer satisfaction and customer loyalty; customer satisfaction has a positive relationship on customer loyalty.
目次 I
表次 III
圖次 V
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究範圍 3
1.4 研究流程與章節結構 4
第二章 文獻回顧 6
2.1 居家用品店 6
2.2 體驗行銷 11
2.3 體驗價值 18
2.4 顧客滿意 26
2.5 顧客忠誠 29
2.6 體驗行銷、體驗價值、顧客滿意與顧客忠誠的關係 33
第三章 研究方法 36
3.1研究架構與研究假說 36
3.2 變數定義與衡量 40
3.3 問卷設計 42
3.4 抽樣設計 43
3.5 統計方法 44
3.6 預試結果分析 53
第四章 實證分析 55
4.1 樣本輪廓分析 55
4.2 填答資料分析 60
4.3 信度與效度分析 63
4.4 模式評估 65
4.5 小結 69
第五章 結論與建議 72
5.1 研究發現 72
5.2 策略意涵 73
5.3 研究貢獻 74
5.4 研究限制 74
5.5 後續研究建議 75
參考文獻 76
中文部份 76
英文部分 77
網路部分 83
附錄A. 預試問卷之問項 84
附錄B. 正式問卷 86
中文部份
1.王世澤(2003),「體驗行銷:模型發展與實務驗証」,國立中央大學企業管理研究所碩士論文。
2.王芳岑(2004),「體驗行銷、體驗價值與購買意圖關係之研究」,中國文化大學國際企業管理研究所碩士論文。
3.吳炘頤(2006),「文化產業的消費與創意--以IKEA居家生活產業為例」,佛光人文社會學院社會學系碩士班碩士論文。
4.周文賢(2002),多變量統計分析:SAS/STAT使用方法,台北:智勝文化。
5.邱奕豪(2005),「消費者體驗對體驗價值、顧客滿意度、行為意向影響之研究-以中友百貨為例」,朝陽科技大學企業管理研究所碩士論文。
6.邱皓政(2003),結構方程模式:LISREL的理論、技術與應用,台北:雙葉書廊。
7.洪雅齡編(2006),2006台灣連鎖店年鑑,台北:台灣連鎖暨加盟協會。
8.許宏榮(2001),「台北市居家用品店商店印象與購買行為關係之研究」,高雄第一科技大學行銷與流通管理研究所碩士論文。
9.許宏榮(2006),「2005家居生活產業動態分析」,2006台灣連鎖店年鑑,pp. 217-220。
10.陳宜楓(2004),「現代居家用品店的市場地理研究─以特力屋(B&Q)、生活工場(WORKINGHOUSE)及宜家(IKEA)為例」,國立臺灣師範大學地理研究所碩士論文。
11.項退結(1992),西洋哲學辭典,台北:華香園出版社。
12.楊素蘭(2004),「環境體驗、體驗價值、顧客滿意與行為意向之研究」,國立台北科技大學商業自動化與管理研究所碩士論文。
13.楊琬琪(2005),「顧客體驗、體驗價值與品牌權益影響關係之研究-以劍湖山王子大飯店為例」,南華大學旅遊事業管理學研究所碩士論文。
14.賴政豪(2004),「運動健身俱樂部體驗行銷與體驗價值關係之研究~以原動力健身中心為個案研究」,雲林科技大學休閒運動研究所碩士論文。

英文部分
1.Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.
2.Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143.
3.Anderson, J. C., & Gerbing, D. W. (1988). Structure Equation Modeling in Practice: A Review and Recommended Two Step Approach. Psychological Bulletin, 103(3), 411-423.
4.Bagozzi, R. P., & Yi, Y. (1988). On the Evaluation of Structural Equation Models. Academy of Marketing Science, 16(1), 74-94.
5.Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36(3), 421-458.
6.Bellenger, D. N., Steinberg, E., & Stanton, W. (1976). The Congruence of Store Image and Self Image. Journal of Retailing, 52(1), 17-32.
7.Bentler, P. M. (1988). Theory and Implementation of EQS: A Structural Equations Program. Newbury Park, CA: Sage.
8.Bentler, P. M., & Bonett, D. G. (1980). Significance Tests and Goodness of Fit in the Analysis of Covarance Structures. Psychological Bulletin, 588-606.
9.Bolton, R. N., & Drew, J. H. (1991). A Multistage Model of Customers' Assessments of Service Quality and Value. Journal of Consumer Research, 17(4), 75-84.
10.Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectation. Journal of Marketing Research, 30(1), 7-27.
11.Bowen, J. T., & Shoemaker, S. (1998). Loyalty: A Strategic Commitment. Cornell Hotel and Restaurant Administration Quarterly, 39(1), 12-25.
12.Browne, M. W., & Cudeck, R. (1993). Alternative Ways of Assessing Model. In K. A. Bollen & J. S. Long (Eds.), Testing Structure Equation Models (pp. 136-162). Newbury Park, CA: Sage.
13.Cadotte, E. R., Woodruff, R. B., & Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of Marketing Research, 24(3), 305-314.
14.Carbone, L. P. (2004). Clued in: How to keep customers coming back again and again. Upper Saddle River, NJ: Finance Times Prentice Hall.
15.Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2, 244-249.
16.Caru, A., & Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267-286.
17.Churchill, G. A., & Surprenant, C. (1982). An Investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504.
18.Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193-216.
19.Czepiel, J. A. (1974). Persprctive on Customer Satisfaction. New York, NY: American Management Association.
20.Daly, M. B., & Hulka, B. S. (1975). Media and Medicine Talking With the Doctor, 2. Journal of Communication, 25(3), 148-152.
21.Day, H. I. (1981). Play a Ludic Behavior. In Advances in Intrinsic Motivation and Aesthetics (pp. 225-249). New York and London: Plenum Press.
22.Day, R. L. (1977). Extending the concept of consumer satisfaction. Association in Consumer Research, 4(1), 149-154.
23.Deighton, J., & Grayson, K. (1995). Marketing and Seduction: Buliding Exchange Relationships by Managing Social Consensus. Journal of Consumer Research, 21(March), 660-676.
24.Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
25.Drake, C., Gwynne, A., & Waite, N. (1998). Barclays Life: Customer Satisfaction and Loyalty Tracking Survey: A Demonstration of Customer Loyalty Research in Practice. The International Journal of Bank Marketing, 16(7), 287-292.
26.Driefus, C. (1997). Talking Shop. A Conversation with the Men Who Brought You Neiman Marcus, Ikea and Virgin. The New York Times Magazine, (April, 6), 82-86.
27.Flint, D. J., Larsson, E., Gammelgaard, B., & Mentzer, J. T. (2005). Logistics Innovation: A Customer Value-Oriented Social Process. Journal of Business Logistics, 26(1), 113-147.
28.Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21.
29.Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, & findings. Journal of Marketing, 60(4), 7-18.
30.Fornell, C., & Wernerfelt, B. (1988). A Model of Customer Complaint Management. Marketing Science, 7(3), 287-298.
31.Grewal, D., Monroe, K. B., & Krishnan, R. (1996). The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions, Marketing Science Institute, Report No. 96-103, May, Cambridge, MA.
32.Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The Relationship between Customer Satisfaction and Loyalty: Cross-Industry differences. Total Quality Management, 11(4-6), 509-514.
33.Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis (5 ed.). New Jersey: Prentice-hall.
34.Hartline, M. D., & Jones, K. C. (1996). Employee performance cues in a hotel service environment: Influence on perceived service quality, value, and word-of-mouth intention. Journal of Business Research, 35(3), 207-215.
35.Hawkins, D. I., Best, R. J., & Coney, K. A. (2001). Consumer Behavior: Building Marketing Strategy (8 ed.). NY: McGraw Hill.
36.Holbrook, M. B. (1994). The Nature of Customer Value: An Axiology of Service in the Consumption Experience. In R. T. Rust & R. L. Oliver (Eds.), Service Quality: New Direction in Theory and Practice (pp. 21-71). Newbury Park, CA: Sage.
37.Holbrook, M. B., & Corfman, K. P. (1985). Quality and value in the consumption experience: phaedrus rides again. In J. Jacoby & J. C. Olson (Eds.), Perceived Quality: How Consumers View Stores and Merchandise. Lexington, MA: Lexington Books.
38.Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
39.Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. New York, NY: John Wiley & Sons Inc.
40.Hu, L., & Bentler, P. M. (1995). Evaluating Model Fit. In R. H. Hoyle (Ed.), Structural Equation Modeling: Concepts, Issues, and Applications (pp. 76-99).
41.Hu, L., & Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. In Structural Equation Modeling (pp. 1-55).
42.Huber, F., Herrmann, A., & Morgan, R. E. (2001). Gaining competitive advantage through customer value oriented management. The Journal of Consumer Marketing, 18(1), 41-53.
43.Huizinga, J. (1955). Homo Ludens: A Study of the Play Element in Culture. Boston, MA: The Beacon Press.
44.Jacob, R. (1994). Why Some Customer Are More Equal Than Others. Fortune, 160(6), 215-220.
45.Jones, T. O., & Sasser, W. E. (1995). Why Satisfied Customer Defect. Harvard Business Review, 73(6), 88-99.
46.Kotler, P. (2003). Marketing Management (11 ed.). Upper Saddle River, NJ.: Prentice-Hall.
47.Mano, H., & Oliver, R. L. (1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling and Satisfaction. Journal of Consumer Research, 20(3), 451-466.
48.Massy, W. F., Montgomery, D. B., & Morrison, D. G. (1970). Stochastic Models of Buying Behavior. Cambridge. MA: The M.I.T. Press.
49.Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment. Journal of Retailing, 77, 39-56.
50.McDonald, R. P., & Ho, M. R. (2002). Principles and Practice in Reporting Structural Equation Analyses. Psychological Methods, 7, 64-82.
51.Monroe, K. B. (1991). Pricing-Marking Profitable Decision. New York: McGraw Hill.
52.Mulaik, S. A., James, L. R., Alstine, J. V., Bennett, N., Lind, S., & Stilwell, C. D. (1989). Evaluation of Goodness-of-Fit Indices for Structural Equation Models. Psychological Bulletin, 105(3), 430-445.
53.Naumann, E. (1995). Creating Customer Value. The Path to Sustainable Competitive Advantage. Cincinnati, OH: Thomson Executive Press.
54.Neal, W. D. (1999). Satisfaction is Nice, but Value Drives Loyalty. Marketing Research, 11(1), 20-23.
55.Nunnally, J. C. (1978). Psychometric theory. New York: McGraw Hill.
56.Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
57.Oliver, R. L. (1997). Satisfaction: A Behavioral Prespective on the Consumer. New York: McGraw-Hill.
58.Oliver, R. L. (1999). Value as Excellence in the Consumption Experience. In M. B. Holbrook (Ed.), Customer Value, A Framework for Analysis and Research (pp. 43-62). London and New York: Routledge.
59.Olson, J. C. (1981). What is an Esthetic Response? In E. C. Hirschman & M. B. Holbrook (Eds.), Symbolic Consumer Behavior (pp. 71-74). Ann Arbor, NY: Association for Consumer Research.
60.Ostrom, A., & Iacobucci, D. (1995). Consumer Trade-Offs and the Evaluation of Services. Journal of Marketing, 59(1), 17-28.
61.Parasuraman, A., & Grewal, D. (2000). Serving Customers and Consumers Effectively in the Twenty-First Century: A Conceptual Framework and Overview. Journal of the Academy of Marketing Science, 28(1), 9-16.
62.Patterson, P. G., & Spreng, R. A. (1997). Modelling the Relationship Between Perceived Value, Satisfaction and Repurchase Intentions in A Business-to-Business, Services Context: An Empirical Examination. International Journal of Service Industry Management, 8(5), 414-434.
63.Pine II, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
64.Prus, A., & Brandt, D. R. (1995). Understanding Your Customers. American Demographics, july 1995, 10-13.
65.Reicheld, F. F., & Sasser, W. E. (1990). Zero Defections: Quality Comes to Services. Harvard Business Review, 68(5), 105-111.
66.Reynolds, F. D., & Darden, W. R. (1974). Developing An Image of The Store Loyal Customer. Journal of Retailing, 50(4), 73-84.
67.Schmitt, B. (1999a). Experiential Marketing. Journal of Marketing Management, 15, 53-67.
68.Schmitt, B. (1999b). Experiential Marketing:How to Get Consumers to Sense, Feel, Act, and Relate to Your Company and Brand. New York: The Free Press.
69.Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35.
70.Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research, 22(2), 159-170.
71.Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgements. journal of the Academy of Marketing Science, 28(1), 150-167.
72.Stum, D. L., & Thiry, A. (1991). Building Customer Loyalty. Training and Development Journal, 45(4), 34-36.
73.Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The Role of Perceived Risk in the Quality-Value Relationship: A Study In A Retail Environmen. Journal of Retailing, 75(1), 77-105.
74.Thaler, R. (1985). Mental Accounting and Consumer Choice. Marketing Science, 4(3), 199-214.
75.Unger, L. S., & Kernan, J. B. (1983). On the Meaning of Leisure: An Investigation of Some Determinants of the Subjective Experience. Journal of Consumer Research, 9(4), 381-392.
76.Veryzer, R. W. J. (1993). Aesthetic Response and the Influence of Design Principles on Product Preferences. In Advances in Consumer Research (pp. 224-228): Association for Consumer Research.
77.Williams, R. H., & Zigli, R. M. (1987). Ambiguity impedes quality in the service industries. Quality Progress, 20(7), 14-17.
78.Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
79.Woodruff, R. B., Schumann, D. W., & Gardial, S. F. (1993). Understanding Value and Satisfaction From the Customer's Point of View. Survey of Business, 29(1), 33-40.
80.Woodside, A. G., Frey, L. L., & Daly, R. T. (1989). Linking service quality, customer satisfaction and behavioral intention. Journal of Health Care Marketing, 9(4), 5-17.
81.Yadav, M. S., & Monroe, K. B. (1993). How buyers perceive savings in a bundle price: an examination of a bundle's transaction value. Journal of Marketing Research, 30(3), 350-358.
82.Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.
83.Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.

網路部分
1.經濟部統計處,http://2k3dmz2.moea.gov.tw/gnweb/default.aspx
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top