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研究生:蔡岳全
研究生(外文):Yueh-Chuan Tsai
論文名稱:傳統銷售與體驗銷售對顧客滿意度及品牌忠誠度
論文名稱(外文):A Study of Traditional Selling and Experience Selling Impact in Consumer Satisfaction and Brand Loyalty - An Example of Car Dealers
指導教授:高義芳高義芳引用關係劉上嘉劉上嘉引用關係
指導教授(外文):Yie-Fang KaoShang-Chia Liu
口試委員:鄭舜仁陳周宏高義芳劉上嘉
口試委員(外文):Shuenn-Ren ChengChou-Hong ChenYie-Fang KaoShang-Chia Liu
口試日期:2014-07-12
學位類別:碩士
校院名稱:輔仁大學
系所名稱:企業管理學系管理學碩士在職專班
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:103
語文別:中文
論文頁數:127
中文關鍵詞:體驗銷售產品品質服務品質體驗品質顧客滿意度
外文關鍵詞:experiential sellingproduct qualityservice qualityexperience qualitycustomer satisfaction
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現今是服務業蓬勃發展的時代,企業需重新審慎檢視與消費者的關係,藉由不同的體驗銷售,提高服務品質,增加顧客滿意度與品牌忠誠度,形成口碑進而增加顧客的再購意願,甚至推薦親朋好友,以期獲得更多利潤而能永續經營,國去汽車產業大多探討售後維護服務廠所提供的服務品質對於顧客滿意度之研究,尚無探討關於傳統銷售與體驗銷售對於顧客滿意度之相關研究,為本論文所要研究的重點。。

本研究將以問卷調查的實證研究,針對國產車商T牌汽車營業所與購車滿一個月的車主為實證之對象並採用便利抽樣方式,探討傳統銷售方式及體驗銷售方式對於其產品品質、服務品質與體驗品質進行衡量,對於顧客滿意度及品牌忠誠度之影響,以期對未來台灣國產車在銷售方式與經營上有所助益。於台灣北區、中區、南區共24間據點發放問卷、共回收問卷345 份,扣除無效問卷5份,有效問卷340份。利用SPSS 20.0統計軟體作為資料分析工具。

根據實證結果顯示,汽車銷售業提供之傳統銷售與體驗銷售對產品品質具有部份正向影響、汽車銷售業提供之傳統銷售與體驗銷售對服務品質皆有正向影響、汽車銷售業提供之傳統銷售與體驗銷售對體驗品質皆有正向影響、產品品質、服務品質、體驗品質皆對知覺價值皆有正向影響、產品品質、服務品質、體驗品質皆對顧客滿意度皆有正向影響、知覺價值與顧客滿意度對品牌忠誠度皆有正向影響。

因此,汽車銷售業除了透過傳統銷售方式持續提供良好各項的服務之外,更應持續加強對品牌忠誠度影響較大的服務品質與體驗品質服務,加強汽車的商品說明與學習、參與感等之體驗課程。另外,實證結果亦證實汽車銷售業未來可將逐漸朝向由傳統銷售服務慢慢轉移進入體驗銷售服務,給予顧客更多元化的服務與體驗。

As service industry is prospering, corporations should re-examine the relationship with consumers and increase customer satisfaction and brand loyalty by different kinds of experiential marketing to improve service quality. When the word of mouth is built, consumer will be more likely to repurchase or recommend products to their family or friends, corporations can make more profit to achieve sustainable operation. In the past, most of the research studying customer satisfaction and brand loyalty of automotive industry only focus on relationships between aftersales service quality and customer satisfaction, there is no research studying relationships between experiential marketing, traditional marketing and customer satisfaction. The study chooses 24 vehicle workshops in North, Central and Southern areas in Taiwan by sending 345 questuinaries in total. 340 copies were verified Using SPSS 20.0 statistical software as a data analysis tool.

The research is based on questionnaire responses of new-vehicle owners (from T brand, domestically produced car) during the first month of ownership, and studies how traditional sales process, experiential selling, product quality, service quality and experience influence customer satisfaction and brand loyalty.

According to empirical results show that traditional sales and sales experience providing auto sales industry have partial positive impact on product quality part.
The traditional marketing and sales experience have positive effects on the quality of service.Traditional marketing and sales experience have positive effects on the quality of experience.Product quality, service quality and experience quality have positive impact on perceived Value, quality of experience have positive effect on customer satisfaction, perceived value and customer satisfaction have positive impact on brand loyalty.

Thus, auto sales industry still continues to provide good service through the traditional selling to strengthen brand loyalty greater impact on service quality and experience quality service to enhance the product descriptions and learning, experience like the sense of participation, etc. courses. In addition, the empirical results also confirmed that the car sales industry in the future will be gradually transferred from the service industry slowly into the experience industry.

目錄

第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究範圍 6
第五節 研究流程 6
第貳章 文獻探討及假說發展 9
第一節 傳統銷售與體驗銷售 9
第二節 產品品質 16
第三節 服務品質 18
第四節 體驗品質 27
第五節 傳統銷售與體驗銷售對於產品品質、服務品質、體驗品質的關係 30
第六節 顧客滿意度 33
第七節 知覺價值 35
第八節 產品品質、服務品質、體驗品質對知覺價值與顧客滿意度的關係 39
第九節 品牌忠誠度 43
第十節 知覺價值與顧客滿意度對於品牌忠誠的影響 46
第參章 研究方法 49
第一節 研究架構及假說 49
第二節 各變數操作型定義 51
第三節 研究對象與抽樣方法 60
第四節 抽樣計劃 64
第肆章 實證分析 65
第一節 問卷回收 65
第二節 樣本購車動機結構分析 66
第三節 樣本結構分析 68
第四節 敘述性統計分析 70
第五節 效度分析 71
第六節 信度分析 75
第七節 相關分析 76
第八節 變數間之迴歸分析與假設驗證 76
第伍章 結論與建議 91
第一節 研究結論與管理意涵 91
第二節 研究貢獻 96
第三節 研究限制 97
第四節 未來研究建議 98
參考文獻 99
附錄一 調查問卷 115


表目錄

表 1-2-1 傳統行銷與體驗銷售的特點 5
表 2-1-2 傳統行銷與體驗行銷之比較 15
表 2-3-2 1985年PZB服務品質構面與內容 23
表 2-3-3 SERVQUAL之衡量構面與內容 24
表 2-3-4 SERVQUAL量表的構面與評估題項 25
表 2-5-1 顧客滿意度之構面彙整表 35
表 2-7-1 學者對品牌忠誠之定義 43
表 3-1-1 研究假說總表 50
表 3-2-1 傳統銷售與體驗銷售之衡量題項 52
表 3-2-2 產品品質之衡量題項 53
表 3-2-3 服務品質之衡量題項 54
表 3-2-4 體驗品質之衡量題項 57
表 3-2-5 知覺價值之衡量題項 59
表 3-2-6 顧客滿意度之衡量題項 59
表 3-2-7 品牌忠誠之衡量題項 60
表 3-3-1 台灣TOYOTA新車販賣台數分佈表 61
表 3-3-2 營業據點彙整表 62
表 4-1-1 問卷發放方式及問卷回收有效份 66
表 4-2-1 購買動機次數分配表 67
表 4-2-2 購買所屬車款次數分配表(依車款價格排順序) 67
表 4-2-3 購買因素次數分配表(複選題,依次數排順序) 68
表 4-3-1 樣本基本資料 69
表 4-4-1 變數之平均數及標準差 71
表 4-5-1 KMO與Bartlett檢定 72
表 4-5-2 銷售人員的銷售方式屬性之因素分析 74
表 4-5-3 品牌忠誠度KMO與Bartlett檢定 75
表 4-6-1 各變數之Cronbach's α值 75
表 4-7-1 各變數相關分析 76
表 4-8-2 傳統銷售、體驗銷售與產品品質之迴歸分析 79
表 4-8-3 傳統銷售、體驗銷售與服務品質之迴歸分析 80
表 4-8-4 傳統銷售、體驗銷售與體驗品質之迴歸分析 81
表 4-8-5 體驗品質、服務滿意度與體驗滿意度之迴歸分析 82
表 4-8-6 產品品質、服務品質、體驗品質與顧客滿意度之迴歸分析 83
表 4-8-7 產品品質、服務品質、體驗品質與顧客滿意度之迴歸分析 84
表 4-8-8 知覺價值、顧客滿意度與品牌忠誠度之迴歸分析 85
表 4-9-1 本研究之研究假設驗證結果 86
表 4-9-2 迴歸分析驗正假設之結果表 88


圖目錄

圖1-5-1 研究流程圖 7
圖3-1-1研究架構圖 49
圖4-9-1迴歸分析驗正假設之結果圖 87


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