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研究生:周麗娟
研究生(外文):Lijuan-Zhou
論文名稱:體驗行銷、服務品質對顧客滿意度之影響
論文名稱(外文):Experiential Marketing, service quality Impacts on Customer Satisfaction
指導教授:楊台寧
指導教授(外文):Tai-Ning Yang
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:2010
畢業學年度:98
語文別:中文
中文關鍵詞:體驗行銷服務品質顧客滿意度
外文關鍵詞:Experiential Marketingservice qualitycustomer satisfaction
相關次數:
  • 被引用被引用:30
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隨著時代與社會環境變遷,現今消費的環境改變,消費者對於自身所要消費的產品擁有更多的選擇之餘,消費者已經漸漸轉變成注重心靈層面的感受,著重的已不再是商品本身,而是在消費過程中所得到的消費體驗。而對於企業經營者而言,打造更好的消費環境,滿足消費者的需求是理想的目標,企業經營者需更用心經營與消費者間的橋樑,創造出更多的行銷手法,吸引消費者對於產品的目光。
因此,本研究以體驗行銷為自變項,服務品質為中介變項,顧客滿意度為依變項。主要目的係研究體驗行銷,對服務品質與顧客滿意度之影響。本研究共回收341份有效配對樣本,透過層級迴歸模式以驗證研究之假設。
研究結果發現,體驗行銷與顧客滿意度呈現正向相關;服務品質對體驗行銷和顧客滿意度亦具有部份中介效果。最後根據研究結果提出進一步的討論,並對管理實務及後續研究提出建議。

Times change , consumers want for their own consumption of products have more choices, consumers have gradually into focus on the feelings of spiritual level, the emphasis is no longer a commodity itself, by the consumer in the course of the consumption experience.
For business operators, create better environment to the consumer demand is the biggest target , business operators have to create more marketing tactics and attract consumers look for products.
Therefore , this study of experiential marketing for the independent variables, and service quality as an intervening variable, customer satisfaction as the dependent variable. Main purpose of “Experiential Marketing, service quality Impacts on Customer Satisfaction”. In this study, a total of 341 valid sample collection, through the hierarchical regression model to verify the hypothesis.
The results showed that experience positively related to marketing and customer satisfaction; service quality and experiential marketing has a significant effect on customer satisfaction. Based on the results discussion and management practices and make recommendations for further study.

中文摘要 iii
英文摘要 iv
誌謝辭 v
內容目錄 vi
表目錄 vii
圖目錄 ix
第一章  緒論 1
第一節  研究背景 1
第二節  研究動機與目的 2
第三節  研究流程與內容 4
第二章  文獻探討 6
第一節  體驗行銷 6
第二節  服務品質 12
第三節  顧客滿意度 19
第三章  研究方法 25
第一節  研究架構 25
第二節  研究變項之操作型定義與測量工具 28
第三節  研究樣本與資料收集 32
第四節  資料分析方法 33
第四章  資料分析與結果 35
第一節  基本資料分料 35
第二節  效度分析 39
第三節  信度與相關分析 40
第四節  體驗行銷對顧客滿意度之影響分析 41
第五節  服務品質之中介效果分析 46
第五章  結論與建議 63
第一節  結論 63
第二節  建議 66


表目錄
表 2- 1 策略體驗模組表 8
表 2- 1 策略體驗模組表(續) 9
表 2- 2 體驗媒介 10
表 2- 2 體驗媒介 (續) 11
表 2- 3 傳統行銷與體驗行銷差異比較表 11
表 2- 4 服務品質的決定因素 15
表 2- 5 SERVQUAL構面比較表 17
表 2- 5 SERVQUAL構面比較表(續) 18
表 2- 6 顧客滿意度的定義彙整表 21
表 2- 6 顧客滿意度的定義彙整表(續) 22
表 2- 7 顧客滿意度衡量構面彙整表 24
表 4- 1 研究樣本之性別分佈 35
表 4- 2 研究樣本之年齡分佈 36
表 4- 3 研究樣本之教育程度分佈 37
表 4- 4 研究樣本之婚姻狀況分佈 37
表 4- 5 研究樣本之工作總年資分佈 38
表 4- 6 體驗行銷、服務品質與顧客滿意度相關分析表 41
表 4- 7 感官體驗對顧客滿意度之層級迴歸分析 42
表 4- 8 情感體驗對顧客滿意度之層級迴歸分析 43
表 4- 9 思考體驗對顧客滿意度之層級迴歸分析 43
表 4- 10 行動體驗對顧客滿意度之層級迴歸分析 44
表 4- 11 關聯體驗對顧客滿意度之層級迴歸分析 45
表 4- 12 感官體驗對服務品質之層級迴歸分析 47
表 4- 13 情感體驗對服務品質之層級迴歸分析 48
表 4- 14 思考體驗對服務品質之層級迴歸分析 49
表 4- 15 行動體驗對服務品質之層級迴歸分析 50
表 4- 16 關聯體驗對服務品質之層級迴歸分析 51
表 4- 17 服務品質與顧客滿意度之層級迴歸分析 52


表 4- 18 服務品質、感官體驗與顧客滿意度之層級迴歸分析 54
表 4- 19服務品質、感官體驗與顧客滿意度之層級迴歸分析 56
表 4- 20服務品質、感官體驗與顧客滿意度之層級迴歸分析 58
表 4- 21服務品質、感官體驗與顧客滿意度之層級迴歸分析 60
表 4- 22服務品質、感官體驗與顧客滿意度之層級迴歸分析 62
表 5- 1 假設檢定結果之彙整表 63
表 5- 1 假設檢定結果之彙整表(續) 64


圖目錄
圖 1- 1 研究流程圖 5
圖 2- 1 策略體驗模組圖 10
圖 2- 2 PZB服務品質的觀念性模式 13
圖 3- 1 研究架構圖 25




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