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研究生:陳鈞勝
研究生(外文):Chunsheng Chen
論文名稱:從服務觀點探討顧客體驗創造價值之研究-以Apple &; Zara為例
論文名稱(外文):A Study on the Effect of Customer Experience on Value Creation from Service Perspective - Apple &; Zara
指導教授:劉宜菁劉宜菁引用關係
指導教授(外文):Yiching Liou
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:研發科技與資訊管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:103
中文關鍵詞:體驗經濟體驗行銷體驗價值服務價值
外文關鍵詞:Experience EconomyExperiential MarketingExperiential ValueService Value
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賈伯斯在2007年發布了第一代智慧型手機-iPhone,而它在過去六年來一直主導手機市場,每款新機在數小時內就被預購一空。蘋果的iPhone改變了手機產業,成衣業的ZARA也以「快速時尚」革新了遊戲規則。賈伯斯認為要贏得創新必須要有辦法把理念或情感傳達給消費者,ZARA創始人Ortega亦表示”在掌握工廠的同時,也要接觸顧客”。兩者皆重視「顧客的需求」,差別只在蘋果善於發掘出顧客的潛在需求;而 ZARA則是從門市店員與顧客的互動著手。蘋果電腦雖屬科技業,但是旗下商品(iPhone, iPod, MacBook Air)都為使用者塑造「時尚」的形象;而ZARA則專注於時尚潮流服飾,卻也是服飾業首先使用資訊系統管理並有技術團隊的公司。蘋果的「科技+時尚」,與ZARA的「時尚+科技」,兩者表裏各一,互相為用。
傳統行銷觀念以突出產品特色和功效為主,近來則增加以服務導向邏輯的模式,讓生產者和消費者的角色都是決定商品價值的一環,讓服務也來創造價值。我們從服務的角度,以iPhone &; ZARA為例,探討行銷體驗、體驗價值、服務價值、顧客滿意度與顧客忠誠度之間的關係。本研究使用問卷調查法,以紙本與網路問卷同步搜集資料,分別取得370、342份有效問卷,並以SPSS 18.0 及AMOS 18進行統計分析及假說驗證。
研究結果發現除了iPhone之服務價值對顧客滿意度之影響不顯著外,其餘兩個產業之行銷體驗(電子)對體驗價值、行銷體驗(服務)對體驗價值、體驗價值對服務價值、體驗價值對顧客滿意度、及顧客滿意度對顧客忠誠度都有顯著的正向影響。顯示由生產者提供空間、環境的體驗價值可以整合使用者的資源和應用能力,共創整體價值。而此體驗價值,會因消費者對於科技使用能力高低,而有所差異;因此3C電子產業未來對於科技使用能力較低的消費者,應加強服務接觸,幫助消費者能與產品之間進行溝通及互動。而傳統服飾業者則可瞭解消費者購買產品時整體過程中的感受及消費者對各個服務面向的認知與觀感,俾能更精準的發展更貼近消費者需求的產品或服務。
未來研究可以採用配額抽樣以擴大年齡層,來增加研究結果的普遍性。亦可採取質性與量化共乘的研究法,透過訪談管理人員加上問卷調查,能夠對於商家與消費者有更多的了解,對學術與實務都有貢獻。
關鍵字:體驗經濟、體驗行銷、體驗價值、服務價值

First-generaton iPhone was announced in 2007 by Steve Jobs. And iPhoneX’s have been donimated and formed a new trend in the smart phone industry in the past 6 years. On the other hand, Zara, a firm in the traditional fashion industry has also been recognized as the leading innovation company by a business model named “fast fashion” through IT applications. Both CEOs of these two companies believe that they need to contact their customers to know their customers’ needs. Apple is good at finding potential customers’ preferences, and ZARA collects consumers’ information and their opinions in purchase process for future product developmt. Apple projects an image of “technology + fashion” in the 3C consumer’s electronics industry. Zara, however, impresses consumers with a reflectin of “fashion + technology”. They are the representations of a new and a traditional industries.
Traditional marketing tactics focus on products and their functions. Whereas, new marketing strategy tends to involve service-oriented efforts for both producers and consmers to co-create whole values. Our research studied the relationships between marketing experience, experiene value, service value, customer satisfaction, and customer loyalty from the perspective of service in two different industries, taking Apple and Zara as examples. Survey were conducted through online and direct paper data collection. And hypotheses were analyzed and verified by SPSS and AMOS.
Results showed that only iPhone’s service value did not have positive influence on customer satisfaction, all other hypotheses were verifed true (including marketing experience has positive influence on experience value, experience value has positive influence on service value, experience value has positive influence on customer satisfaction, and customer satisfaction has positive influence on customer loyalty) for both products. These suggested that service can create value for customers in different industries and more services should be initiated for customers with low technological skills in the 3C consumer’s electronics industry. On the other hand, companies in traditional industries can collect consumers’ informations during service contact process for upcoming product development.
Future research needs to elaborate our study in middle-aged consumer groups and incorporate qualitative and quantitative methods from both producer’s and consumer’s side for more detailed and advanced contribution academically and practically.
Keywords: Experience Economy, Experiential Marketing, Experiential Value, Service Value

摘要 I
Abstract II
致謝 III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章 緒論 - 1 -
1.1 研究背景與動機 - 1 -
1. 2 研究目的 - 4 -
1.3 研究流程 - 6 -
1.4 章節簡述 - 7 -
第二章 文獻探討 - 8 -
2.1 Apple - 8 -
2.2 ZARA - 10 -
2.3 體驗 - 12 -
2.3.1體驗行銷 - 13 -
2.4 涉入理論 - 18 -
2.5 體驗價值 - 22 -
2.6 服務價值 - 25 -
2.7 顧客忠誠度 - 28 -
2.8 顧客滿意度 - 30 -
第三章研究設計 - 33 -
3.1 研究架構 - 33 -
3.2 研究假設 - 34 -
3.2.1 行銷體驗對體驗價值之影響 - 34 -
3.2.2 體驗價值對服務價值之影響 - 36 -
3.2.3 體驗價值對顧客滿意度之影響 - 37 -
3.2.4 服務價值對顧客滿意度之影響 - 38 -
3.2.5 顧客滿意度對顧客忠誠度之影響 - 39 -
3.3 問卷設計 - 40 -
3.5 效度分析 - 42 -
3.6 結構方程模式 - 42 -
3.7 資料蒐集與分析步驟 - 43 -
第四章資料分析 - 44 -
4.1 背景資料分析 - 44 -
4.2 變異數同質性檢定 - 46 -
4.3 信度與效度檢測 - 49 -
4.4 各量表偏態與峰度分析 - 52 -
4.5 驗證性因素分析 - 53 -
4.6 區別效度 - 55 -
4.7 測量模型 - 56 -
4.8 假說檢定 - 57 -
4.9獨立樣本T檢定與單因子變異數分析(ANONA) - 60 -
第五章結論與討論 - 65 -
5.1 研究結果 - 66 -
5.1.1 行銷體驗對體驗價值之影響結果 - 66 -
5.1.2 體驗價值對服務價值之影響結果 - 67 -
5.1.3 體驗價值對顧客滿意度之影響結果 - 67 -
5.1.4 服務價值對顧客滿意度之影響結果 - 68 -
5.1.5 顧客滿意度對顧客忠誠度之影響結果 - 69 -
5.2 管理意涵與貢獻 - 69 -
5.2.1 學術意涵與貢獻 - 69 -
5.2.2 實務意涵與貢獻 - 70 -
5.3 研究限制與未來研究方向 - 70 -
參考文獻 - 72 -
附錄一 iPhone問卷 - 82 -
附錄二 ZARA問卷 - 84 -
附錄三結構化方程式分析-iPhone - 86 -
附錄四結構化方程式分析- ZARA - 93 -
附錄五構面量表 - 100 -


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