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研究生:張翔智
研究生(外文):Hsiang-Chih Chang
論文名稱:體驗行銷與體驗價值對顧客滿意度與顧客忠誠度之關聯性研究-以台中文化創意產業園區為例
論文名稱(外文):The Relationship among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty ─An Empirical Study of Taichung Cultural & Creatives Park
指導教授:林孟璋林孟璋引用關係張真堯張真堯引用關係
指導教授(外文):Meng-Jang LinChen-Yao Chang
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系碩士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:84
中文關鍵詞:顧客忠誠度顧客滿意度體驗行銷體驗價值
外文關鍵詞:Customer LoyaltyCustomer SatisfactionExperiential ValueExperiential Marketing
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體驗經濟時代的來臨,產品與服務的差距越來越小,顧客所追求的是親身的參與,而獲得獨一無二的體驗感受,於是體驗行銷概念因此興起,企業必須創造具吸引力的場所,讓企業與消費者共同參與,讓消費者沉浸在體驗過程中,創造消費者美好的回憶,未來消費者體驗將是行銷上主要戰場。
本研究主要探討體驗行銷、體驗價值、顧客滿意度和顧客忠誠度之間的關係,體驗行銷的概念乃採用Schmitt(1999)提出的五個構面:感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗;而體驗價值主要採Mathwick,Malhotra and Rigdon(2001)所提出的四個分類「消費者投資報酬」、「服務優越性」、「美感」、「趣味性」,作為體驗價值的構面。並以台中文化創意產業園區為研究對象,採便利抽樣方式發放問卷。研究的方法主要採用敘述性統計、變異數分析、相關分析、迴歸分析。
研究結果如下所示:
一、 體驗行銷對體驗價值有正向關係
二、 體驗行銷對顧客滿意度有正向關係
三、 體驗價值對顧客滿意度有正向關係
四、 顧客滿意度對顧客忠誠度有正向關係
Since the advent of experiencing economic era, the disparity between products and service is gradually vague. The feeling of participation in person became what the customer pursues. Such experiential marketing now is gradually popular. It is very important to enterprises to create an atmosphere or arena for customers, let them participate, enjoy together and obtain a good consumption memory. Consumer experiential marketing should be a big topic in the future.
The Study is focus on the relationships among experiential marketing, experiential value and customer loyalty. The concept of experiential marketing is according to the research of Schmitt(1999).There are five dimensions in his study: the senses, feelings, thinking, acting and relating. The concept of experiential value is according to the research of Mathwick,Malhotra and Rigdon(2001).There are four dimensions in his study: customer return on investment, service excellence, aesthetics, playfulness.
My research object is about Taichung Cultural & Creative Industries Park. I use convenient sampling to arrange my questionnaire. Research Methods are descriptive statistics, correlation analysis, regression analysis . The conclusions of this research are summarized as following.
1. The experiential marketing has significantly positive influences to experiential value.
2. The experiential marketing has significantly positive influences to customer satisfaction.
3. The experiential value has significantly positive influences to customer satisfaction.
4. Customer satisfaction has significantly positive influences to customer loyalty.
摘要 i
ABSTRACT ii
目錄 iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 台中文化創意產業園區 5
第二節 體驗行銷理論 18
第三節 體驗價值理論 22
第四節 顧客滿意度理論 25
第五節 顧客忠誠度理論 28
第六節 體驗行銷、體驗價值、顧客滿意度與顧客忠誠度之關係 31
第三章 研究方法 33
第一節 研究架構 33
第二節 變數的操作性定義 34
第三節 研究假說 36
第四節 問卷設計 38
第五節 資料分析方法 43
第四章 資料分析 45
第一節 樣本結構分析 45
第二節 信度分析 50
第三節 變異數分析 51
第四節 卡方檢定 62
第五節 相關分析 63
第六節 迴歸分析 64
第七節 路徑分析 67
第五章 研究結論與建議 69
第一節 研究結論 69
第二節 研究建議 73
第三節 研究限制 76
參考文獻 77
圖目錄
圖 1 研究流程圖..................................................................................................... 4
圖 2「台中文化創意產業園區」平面圖................................................................. 8
圖 3 多功能藝文中心............................................................................................. 9
圖 4 藝文展覽館................................................................................................... 10
圖 5 雅堂館........................................................................................................... 11
圖 6 菸草儲藏倉庫............................................................................................... 12
圖 7 音樂排練室................................................................................................... 13
圖 8 衡道堂........................................................................................................... 14
圖 9 國際展演廳................................................................................................... 15
圖 10 求是書院..................................................................................................... 16
圖 11 戶外廣場 ..................................................................................................... 17
圖 12 體驗形式構面與種類,............................................................................. 19
圖 13策略體驗模組................................................................................................ 20
圖 14 體驗價值的類型......................................................................................... 24
圖 15 忠誠度三角模式......................................................................................... 29
圖 16 研究架構..................................................................................................... 33
圖 17 路徑分析....................................................................................................... 68
表目錄
表 1 體驗策略模組內容.......................................................................................... 20
表 2 體驗行銷與傳統行銷差異.............................................................................. 21
表 3 體驗行銷問卷.................................................................................................. 39
表 4 體驗價值問卷.................................................................................................. 40
表 5 顧客滿意度問卷.............................................................................................. 41
表 6 顧客忠誠度問卷.............................................................................................. 42
表 7 基本資料次數分配表...................................................................................... 46
表 8 旅遊特性次數分配表...................................................................................... 48
表 9 旅遊資訊得知佔比.......................................................................................... 49
表 10 最喜歡的地佔比............................................................................................ 49
表 11 信度分析 ........................................................................................................ 50
表 12 性別t檢定 .................................................................................................... 51
表 13 年齡ANOVA分析 .......................................................................................... 52
表 14 教育程度ANOVA分析 .................................................................................. 54
表 15 婚姻t檢定 ...................................................................................................... 55
表 16 職業ANOVA分析 .......................................................................................... 56
表 17 薪資收入ANOVA分析 .................................................................................. 59
表 18 居住地點ANOVA分析 .................................................................................. 60
表 19 平均收入、遊玩次數、人數*是否消費費交叉表........................................ 62
表 20 相關分析.......................................................................................................... 63
表 21 體驗行銷對體驗價值之變異數分析.............................................................. 64
表 22 體驗行銷之迴歸分析...................................................................................... 65
表 23 體驗行銷、體驗價值對顧客滿意度之變異數分析...................................... 65
表 24 顧客滿意度之迴歸分析.................................................................................. 65
表 25 體驗行銷、體驗價值、顧客滿意度對顧客忠誠度之變異數分析.............. 66
表 26顧客忠誠度之迴歸分析................................................................................... 66
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