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研究生:陳岑妃
研究生(外文):CHEN,TSEN-FEI
論文名稱:觀光工廠遊客體驗行銷、服務創新、顧客滿意度與行為意圖關係之研究
論文名稱(外文):The Relationships among Visitor Experiential Marketing, Service Innovation, Customer Satisfaction and Behavioral Intention of Tourism Factory
指導教授:葉子明葉子明引用關係
指導教授(外文):YEH,TZU-MING
口試委員:葉子明白凢芸吳祉芸
口試委員(外文):YEH,TZU-MINGPAI,FAN-YUNWU,CHIH-YUN
口試日期:2014-01-11
學位類別:碩士
校院名稱:大葉大學
系所名稱:休閒事業管理學系碩士班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:111
中文關鍵詞:觀光工廠體驗行銷服務創新顧客滿意度行為意圖
外文關鍵詞:tourism factoryexperiential marketingservice innovationcustomer satisfactionbehavior intention
相關次數:
  • 被引用被引用:10
  • 點閱點閱:1039
  • 評分評分:
  • 下載下載:31
  • 收藏至我的研究室書目清單書目收藏:8
觀光工廠是兼具製造、文化、歷史、觀光及休閒價值的活體工廠,並以體驗行銷的模式為遊客創造一連串身歷其境的體驗,增進遊客對產品及企業形象的認知。目前台灣觀光工廠如雨後春筍般的設立營運,因此自身要有獨特性或難以模仿的創新模式才有競爭優勢,體驗行銷的規劃與服務創新策略可提升其競爭力,體驗及滿意程度會影響遊客重遊意願、購買產品意願及向人推薦的意圖,遊客未來的行為意圖攸關觀光工廠生存的命脈。本研究探討體驗行銷、服務創新、顧客滿意度及行為意圖等問題,以國內某觀光工廠之遊客為對象,以便利抽樣的方式,共獲得有效問卷354份,採用SPSS統計軟體進行樣本資料處理與分析。
本研究結果發現,遊客之性別、職業、月所得對體驗行銷、服務創新、顧客滿意度及行為意圖等構面均無顯著之差異。遊客年齡對體驗行銷和行為意圖等構面具有顯著之差異。遊客之婚姻狀況對行為意圖構面具有顯著之差異。遊客之教育程度對體驗行銷、服務創新及顧客滿意度等構面具有顯著之差異。體驗行銷對顧客滿意度具有正向的影響。服務創新對顧客滿意度具有正向的影響。顧客滿意度對行為意圖具有正向的影響。顧客滿意度對體驗行銷與行為意圖具有部分中介效果。顧客滿意度對服務創新與行為意圖具有部分中介效果。

The tourism factory combines the elements of manufacture, culture, history, tourism and leisure values. The tourism factory applies the model of experience marketing to create the experience environment, therefore the images of product and corporate perception will be enhanced. At present, the numbers of tourism factory are continually to growth. To improving the competitive advantage the tourism factory will need to create unique innovative model which is difficulty to imitate. The strategies of experience marketing and service innovation will enhance the business competition. The levels of experience and satisfaction will effect tourism revisit intention, purchase intention and recommend intention. The tourism factory is continually to survive will be effected by behavior intention of consumer. The study is to examine the relationship among experience marketing, service innovation, customer satisfaction, and behavior intention. The research objective is one of famous tourism factories in Taiwan. The convenience sampling is applied. 354 valid questionnaires are received in this study.

Descriptive statistics and hypothesis testing in SPSS were performed. The significance findings of this study are: (1) Gender, profession, and monthly income do not have significance difference to the constructs of experience marketing, service innovation, customer satisfaction, and behavior intention; (2) The age, mmarriage status, and education level of tourism have significance difference to the constructs of experience marketing, service innovation, customer satisfaction, and behavior intention; (3) Experience marketing was positively related to customer satisfaction; (4) Service innovation was positively related to customer satisfaction; (5) Customer satisfaction partially mediated experience marketing to behavior intention; (6) Customer satisfaction partially mediated service innovation to behavior intention. Limitations of this study and recommendations for future research are also provided.

封面內頁
簽名頁
中文摘要...........................iii
英文摘要............................iv
誌謝................................vi
目錄...............................vii
圖目錄..............................xi
表目錄.............................xii

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 研究內容與流程............................................5
1.3.1研究內容............................................5
1.3.2研究流程............................................6
第二章 文獻探討..................................................7
2.1 體驗行銷.................................................7
2.1.1 體驗的定義..........................................7
2.1.2 體驗行銷的定義......................................11
2.1.3 體驗行銷的形式......................................12
2.1.4 體驗行銷的相關研究...................................17
2.2 服務創新................................................18
2.2.1 創新的定義.........................................18
2.2.2 服務創新的定義......................................19
2.2.3 服務創新的衡量構面...................................20
2.2.4 服務創新的相關研究...................................23
2.3 顧客滿意度...............................................24
2.3.1 顧客滿意度的定義.....................................24
2.3.2 顧客滿意度的衡量構面..................................25
2.3.3 顧客滿意度的相關研究..................................29
2.4 行為意圖.................................................30
2.4.1 行為意圖的定義.......................................30
2.4.2 行為意圖的衡量構面....................................31
2.4.3 行為意圖的相關研究....................................34
2.5 體驗行銷、服務創新、顧客滿意度及行為意圖.......................35
2.5.1 體驗行銷與顧客滿意度的關係..............................35
2.5.2 服務創新與顧客滿意度的關係..............................37
2.5.3 顧客滿意度與行為意圖的關係..............................39
2.5.4 體驗行銷、顧客滿意度與行為意圖之間的關係..................41
2.5.5 服務創新、顧客滿意度與行為意圖之間的關係..................42
第三章 研究設計與方法...............................................43
3.1 研究架構..................................................43
3.2 研究假說..................................................44
   3.3 研究變項操作型定義..........................................44
3.4 問項衡量與問卷設計..........................................45
3.5 抽樣方法..................................................50
3.5.1 研究對象與範圍........................................50
3.5.2 抽樣設計.............................................50
3.5.3 資料收集.............................................51
3.6 資料處理與統計分析..........................................51
第四章 資料整理與分析...............................................54
4.1 問卷收集..................................................54
4.2 受訪者基本資料分析..........................................55
4.3 因素分析..................................................57
4.3.1體驗行銷之因素分析......................................57
4.3.2服務創新之因素分析......................................59
4.3.3顧客滿意度之因素分析....................................60
4.3.4行為意圖之因素分析......................................60
4.4 敘述性統計分析.............................................61
4.4.1體驗行銷之敘述性統計分析.................................61
4.4.2服務創新之敘述性統計分析.................................63
4.4.3顧客滿意度之敘述性統計分析................................64
4.4.4行為意圖之敘述性統計分析..................................65
4.5 相關分析探討................................................66
4.6 假設檢定...................................................68
4.7 小結.......................................................79
第五章 結論與建議....................................................81
5.1 研究結論....................................................82
5.2 研究建議....................................................85
5.3 後續研究建議.................................................87
參考文獻............................................................88
中文部份........................................................88
英文部分........................................................94
附錄問卷...........................................................108

圖目錄
圖1-1 研究流程圖…………………………………………………6
圖2-1 體驗模型的構面……………………………………………10
圖2-2 體驗矩陣……………………………………………………16
圖2-3 服務創新四構面模型………………………………………21
圖2-4 態度與行為意圖關係………………………………………31
圖3-1 研究架構……………………………………………………43

表目錄
表1-1 內容架構……………………………………………………5
表2-1 體驗的定義…………………………………………………8
表2-2 體驗媒介種類與呈現形式…………………………………14
表2-3 顧客滿意度的衡量構面……………………………………26
表3-1 體驗行銷量表………………………………………………46
表3-2 服務創新量表………………………………………………47
表3-3 顧客滿意度量表……………………………………………48
表3-4 行為意圖量表………………………………………………48
表3-5 遊客的基本資料表…………………………………………49
表4-1 受訪者基本資料表…………………………………………56
表4-2 體驗行銷之因素分析表……………………………………57
表4-3 服務創新之因素分析表……………………………………59
表4-4 顧客滿意度之因素分析表…………………………………60
表4-5 行為意圖之因素分析表……………………………………60
表4-6 體驗行銷之平均數、標準差及信度分析表………………61
表4-7 服務創新之平均數、標準差及信度分析表………………63
表4-8 顧客滿意度之平均數、標準差及信度分析表……………64
表4-9 行為意圖之平均數、標準差及信度分析表………………65
表4-10 各研究構面相關矩陣表…………………………………67
表4-11 遊客之性別對體驗行銷、服務創新、顧客滿意度及行為意圖之t檢定………………69
表4-12 遊客之年齡對體驗行銷、服務創新、顧客滿意度及行為意圖之變異數分析…………69
表4-13 遊客之婚姻狀況對體驗行銷、服務創新、顧客滿意度及行為意圖之t檢定…………70
表4-14 遊客之教育程度對體驗行銷、服務創新、顧客滿意度及行為意圖之變異數分析……70
表4-15 遊客之職業對體驗行銷、服務創新、顧客滿意度及行為意圖之變異數分析…………71
表4-16 遊客之月所得對體驗行銷、服務創新、顧客滿意度及行為圖之變異數分析…………72
表4-17 體驗行銷和服務創新對顧客滿意度之迴歸分析表………………………………………74
表4-18 體驗行銷和服務創新對行為意圖之迴歸分析表-顧客滿意度為中介變項……………76
表4-19 差異分析表…………………………………………………………………………………80
表4-20 研究假設驗證結果表………………………………………………………………………80

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