體驗行銷、品牌權益與忠誠度影響關係之研究－以溫泉旅館爲例

The Study of the Relationship among Experiential Marketing, Brand Equity and Loyalty-A Case Study of Spring Hotel

楊琬琪(Wan-Chi Yang)

《International Journal of Lisrel》 1卷2期 (2008/08) Pp. 49-65

https://doi.org/10.30063/IJL.200808.0003

摘要

隨著Schmitt於1999年提出「體驗行銷」的概念，體驗已成為市場一個主流，消費者開始重視在體驗中所獲得之價值感受。透過體驗的方式，讓消費者進入一種情境，使一次消費經驗變得難忘而珍貴的回憶，進而提高消費者的滿意度，成為忠誠的擁戴者。而品牌權益有助於消費者做為決策的準則，賦予產品更多有形或無形的附加價值，並可以透過體驗形成。因此，本研究旨在探討體驗行銷、品牌權益和忠誠度影響關係之研究，以溫泉旅館之顧客為研究對象，透過線性結構模式來驗證各研究構面的影響關係。研究結果顯示體驗行銷對品牌權益有正向影響；品牌權益對忠誠度有正向影響；體驗行銷對忠誠度有正向影響。

關鍵字

體驗行銷 ； 品牌權益 ； 忠誠度

並列摘要

With the Schmitt proposed the concept of experiential marketing in 1999, and experience has become a main stream in the market. Consumers begin emphasis feeling on value from experience. Through the experiential marketing can let consumers immersed in some situation, and create memorable and valuable consumption experience. Brilliant experiences are able to improve the customers' satisfaction and then make them become loyal. Then, brand equity can contribute to change their consumptive behavior and build up the more value when buying a product, and can be created by the experience. Therefore, this research focuses on the relationship among the experiential marketing, brand equity and loyalty. A case study was undertaken in the hot-spring hotels. Using structural equation modeling technique, and measure the relationships between the constructs. The results of relationship model show that experiential marketing is directly and positively related to brand equity; brand equity is directly and positively related to loyalty; and experiential marketing is directly and positively related to loyalty.

並列關鍵字

experiential marketing ； brand equity ； loyalty