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研究生:王秀英
論文名稱:體驗行銷、顧客認同對忠誠度之影響-以中部某建設公司為例
論文名稱(外文):A Study of Effects of Experiential Marketing and Customer Identification on Loyalty- A Case of Construction Company
指導教授:李元恕李元恕引用關係
口試委員:張國雄吳廣文
口試日期:2014-05-09
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職專班
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:2014
畢業學年度:102
語文別:中文
論文頁數:56
中文關鍵詞:體驗行銷顧客認同滿意度忠誠度
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近年來景氣的復甦,建設公司如雨後春筍再度湧出,在競爭激烈的環境中,顧客面對眾多建設公司的選擇。對建設公司而言,除了4P的行銷組合之外,如何創造美好的生活價值及顧客體驗活動,形成差異化的服務軟實力,是必要的行銷策略之考量。
從行銷的觀點來檢視其「體驗行銷」可定義為:消費者透過對事件的參與或觀察,感受到某些程度刺激,所引發的思維認同或忠誠行為。體驗行銷並不完全著墨於產品本身,而是提供一個認知的、情感的、知覺的、行為的情境,讓消費者與產品間產生互動。透過體驗活動,讓顧客在過程中互動、並與親友口碑相傳。鎖定公司品牌及產品的目標客群,透過細緻的活動流程,另一方面藉由體驗活動於各會館,建立通路進行預期市場的可能反應,更替品牌及產品創造話題性、增加討論及曝光機會,發揮體驗行銷的最大效益。
本研究採用Schmitt(1999)提出的策略體驗模組包括感官、情感、思考、行動、關聯等五種體驗,探討顧客認同及滿意度與忠誠度的影響。以建設業為研究對象,透過活動設計、空間氛圍以及服務人員等體驗媒介,可提升顧客對該企業在品牌價值或服務的優越感,強化顧客對該企業品牌的形象與忠誠。
透過體驗行銷活動,為顧客創造品味學習,讓顧客願意將活動經驗分享給他人,即為情感行銷及關聯行銷。而滿意度一直都是創造顧客認同及忠誠度的核心,在顧客認同的經營中唯有不斷的提升滿意度,增加認同行銷及服務行銷,才能在忠誠度中獲得回饋。
As economy improves in recent years the number of construction companies has been once again increasing thus results in a highly competitive environment in which customers are surrounded by plentiful construction companies. Accordingly, when developing marketing strategies in addition to the combination of 4P, it is necessary for construction companies to create differentiated services in a sense of soft power, i.e. adorable value of living as well as customer experiential activities.

In terms of marketing theories, “experiential marketing” can be defined as “consumers are stimulated to a degree which can arouse their loyalty and identification byobserving or participating in certain events”. Experiential marketing does not solely focus on the product itself but provides a cognitive, emotional, notional and behavioral situation that creates the interaction between consumers and products. Through experiential activities, customers are encouraged to interact with others, even share their feelings with friends and relatives. By means of delicate activities to lock on the target customers of the company’s brands and products, we not only aim to carry out the experiential activity systematically but also forecast potential market response in branches. Moreover, it arouses public attention and exposure for the brands and products so as to fully reveal the benefits of experiential marketing.

The study, which adopts the strategic experiential modules (SEMs) by Schmitt (1999) including five types of experiences i.e. sense, emotion, thinking, behavior and relationship, investigates the influence of customer identification, satisfaction and loyalty. Since our case study focus on the construction industry, we shall look into the designs of activities, atmosphere of spaces as well as service of receptionists to discover how brand value and superior service strengthen the consumer loyalty toward companies.

When holding experiential activities, the essence of emotional and relationship marketing rests upon the cultivation of taste for customers which encourage them sharing their experience with others. Satisfaction has always been the fundamental element when shaping consumer identification and loyalty. Only by consecutively escalating satisfaction in the management of consumer loyalty and improving marketing by identification and service can we obtain substantial feedback in terms of loyalty.
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
第二章 文獻探討與研究假說 4
第一節 體驗行銷 4
第二節 顧客認同 7
第三節 滿意度 9
第四節 滿意度與顧客認同 10
第五節 忠誠度 11
第三章 研究方法 12
第一節 研究對象 12
第二節 研究概念性架構 14
第三節 研究變數及操作型定義 15
第四節 抽樣方法 18
第五節 資料分析統計方法 18
第四章 資料分析與結果 20
第一節 樣本回收與基本資料分析 20
第二節 信度與效度分析 23
第三節 模型分析與假說驗證 29
第五章 研究討論與建議 35
第一節 研究討論 35
第二節 管理意涵 36
第三節 研究限制與未來研究方向 38
參考文獻 42
附錄一 研究問卷 45
一、中文文獻
宋貞儀(2007)。體驗行銷、體驗價值對顧客滿意度與顧客忠誠度之影響--以彩妝品為例。未出版之碩士論文,國立政治大學廣告學系,台北。
曾胤霖 (2012)。體驗行銷與品牌形象對顧客價值認知影響之研究。未出版之碩士論文,中國文化大學國際企業管理學系,台北。
黃振誼,吳欣潔,邱珮君 (2005)。 體驗行銷之研究: 以「EASY SHOP」概念店為例育達學院學報‧第 10 期。
劉紋秀 (2008)。顧客認同如何中介知覺公平與顧客反應-以網路購物為例。未出版之碩士論文,東海大學國際貿易學系,台中。

張繼尹 ( 2003 )。從體驗行銷的觀點探討商店街的服裝店與餐飲店—繼光街個案分析例。未出版之碩士論文,中興大學行銷系,台中。

廖惠民(2006)。體驗行銷、消費情境與行為意向關係之研究-以懷舊復古餐廳為例。未出版之碩士論文,朝陽科技大學企業管理系,台中。

二、英文文獻
Abbot, L. (1995). Quality &; competition. New York: Columbia University Press.

Bergami, M. and R. P. Bagozzi (2000), “Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization,” British Journal of Social Psychology, 39 (4), 555-577.

Bhattacharya, C. B. and S. Sen (2003), “Consumer-company identification: A framework for understanding consumers’ relationships with companies,” Journal of Marketing, 67 (2), 76-88.

Bhattacharya, C. B., H. Rao and M. A. Glynn (1995), “Understanding the bond of identification: An investigation of its correlates among art museum members,” Journal of Marketing, 59 (4), 46-57.

B.H.Schmitt. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York:The Free Press. 1999.

Brakus, J. J., Schmitt, B. H. and Zarantonello L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73 (3), 52–68.

Walsh, G., Evanschitzky, H.,and Wunderlich, M. (2008). Identification and analysis of moderator variables : Investigating the customer satisfaction-loyalty link. European Journal of Marketing, 42 (9), 977-1004.

Griffin, J. (1995).Customer Loyalty: How to Earn It, How to Keep It. Simmon and Schuster Inc.

Gruen, T. W., J. O. Summers and F. Acito (2000), “Relationship marketing activities, commitment, and membership behaviors in professional associations,” Journal of Marketing, 64 (3), 34-49.

Hatch, M. J. and M. Schultz (2000), “Scaling the tower of Babel: Relational differences between identity, image, and culture in organizations,” The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand, In M. Schultz, M.J. Hatch, and M.H. Larsen (Eds.), New York: Oxford University Press.

Heckman, R. and A. Guskey (1998), “The relationship between alumni and university: Toward a theory of discretionary collaborative behavior,” Journal of Marketing Theory and Practice, 6 (2), 97-112.

Jones, T.O. and Sasser, W.E. (1995). Why satisfied customers defect. Harvard Business Review,73(6), 88-99.

Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York, NY.

Olkkonen, M. and J. Lipponen (2005), “Relationships between organizational justice, identification with organization and work unit, and group-related outcomes,” Organizational Behavior and Human Decision Processes, 100, 202-215.

Pine, B. J., &;Gilmore, J.H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.

Rindova, V. P. and M. Schultz (1998), “Identity within and identity without: Lesson from corporate and organizational identity,” In D. A. Whetten and P. C. Godfrey (Eds.), Identity in Organization, Thousand Oaks, CA: Sage, 46-55.

Scott, S. G., &; Lane, V. R. (2000), “A stakeholder approach to organizational identity,” Academy of Management Review, 25 (1), 43-62.

Uncles, M.D., Dowling, G.D. &; Hammond, K. (2003), “Customer loyalty and customer loyalty programs”, Journal of Consumer Marketing, 20(4), 294-317.
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