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研究生:黃育盛
研究生(外文):HUANG, YU-SHENG
論文名稱:體驗行銷、服務品質、顧客滿意度與顧客忠誠度關係之研究-以台灣連鎖咖啡廳為例
論文名稱(外文):The Relationship among Experiential Marketing, Service Quality, Customer Satisfaction and Customer Loyalty - An Empirical Study of Coffee Chain Store in Taiwan
指導教授:何淑熏何淑熏引用關係
指導教授(外文):HO, SHU-HSUN
口試委員:何淑熏莊淑婷黃志仁
口試委員(外文):HO, SHU-HSUNCHUANG, SHU-TINGHUANG, CHIH-JEN
口試日期:2018-06-22
學位類別:碩士
校院名稱:靜宜大學
系所名稱:寰宇管理碩士學位學程
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:2018
畢業學年度:106
語文別:英文
論文頁數:54
外文關鍵詞:experiential marketingservice qualitycustomer satisfactioncustomer loyalty85℃ bakery cafe
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Experiential marketing is spread everywhere nowadays. However, it is taken as a marketing strategy for more and more marketers to combine unique experience with product for customers. The main idea of this empirical study to analyze the relationship among experiential marketing, service quality, customer satisfaction and customer loyalty in Taiwanese coffee chain store. According to previous literatures, an instrument was developed to measure how the strategic experiential modules and service quality perceptions of customers influence their satisfaction and toward the outcome of loyalty. Data were gathered through questionnaires by conducting 200 participants to diagnose customers’ purchase experiences in 85℃ bakery café near Providence University in Shalu, Taiwan. The study then performs analyzing tools with convenient sampling, descriptive analysis, Cronbach’s Alpha, exploratory factor analysis, Pearson and regression analyses via SPSS 20.0. The empirical results revealed that marketers can improve customer satisfaction by increasing service quality and sense experience element in experiential marketing. The results also show that customer satisfaction can increase loyalty.
ABSTRACT I
List of Tables IV
List of Figures V
Chapter One: Introduction 1
1.1 Research Background and Motivations 1
1.2 Purposes of this study 3
1.3 Research Subject 3
1.4 Research Questions 4
1.5 Research Process 5
Chapter Two: Literature Review 6
2.1 Experiential Marketing 6
2.1.1 Strategic Experiential Modules (SEMs) 7
2.2 Service Quality 10
2.3 Customer Satisfaction 12
2.4 Customer Loyalty 13
Chapter Three: Methodology 16
3.1 Research Framework 16
3.2 The Development of Research Hypotheses 18
3.2.1 Experiential Marketing and Customer Satisfaction 18
3.2.2 Service Quality and Customer Satisfaction 18
3.2.3 Customer Satisfaction and Customer Loyalty 19
3.3 Questionnaire Design 19
3.4 Research Sample 20
3.5 Operational Definitions 21
3.5.1 Experiential Marketing 21
3.5.2 Service Quality 22
3.5.3 Customer Satisfaction 22
3.5.4 Customer Loyalty 23
Chapter Four: Research Analysis and Results 25
4.1 Introduction 25
4.2 Descriptive Analysis 25
4.2.1 Data collection 25
4.2.2 Demographic Profile 25
4.2.3 Attributes of respondents 27
4.3 Exploratory Factor Analysis 28
4.4 Hypotheses Test 31
4.4.1 Regression analysis for experiential marketing and service quality on customer satisfaction 32
4.4.2 Regression analysis for customer satisfaction on customer loyalty 34
4.4.3 Regression analysis for customer satisfaction mediating experiential marketing, service quality and customer loyalty 34
4.4.4 Regression analysis for attitude loyalty and behavior loyalty 35
Chapter Five: Conclusions and Recommendations 39
5.1 Discussion 39
5.1.1 Experiential Marketing – Customer Satisfaction 39
5.1.2 Service Quality – Customer Satisfaction 40
5.1.3 Customer Satisfaction – Customer Loyalty 40
5.2 Managerial Implications 41
5.3 Limitations and Future Research 42
5.3.1 Limitations: 42
5.3.2 Future research: 43
References 45
Appendix 49

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