體驗行銷對顧客滿意度之影響 －以高原騎士威士忌為例－

The Impact of Experiential Marketing on Customer Satisfaction:A Case of Highland Park Whisky

祁台碩(TAI-SHOU CHI)

指導教授 ： 廖本哲

中原大學/商學院/企業管理學系/碩士(2023年)

https://doi.org/10.6840/cycu202301493

摘要

台灣雖然地狹人稠人口數在世界跟許多大國比起來不算多，但香港Vinepxo於2016年發表調查報告中台灣已成世界單一麥芽威士忌的第三大市場，近期據蘇格蘭威士忌協會(Scotch Whisky Association，SWA)2021年的統計數據顯示，台灣在蘇格蘭威士忌的進口總金額躍居全球第三。顯示台灣烈酒市場極受國際重視，近年來台灣喝威士忌的習慣也從過去拼酒論輸贏方式慢慢演變為懂得細細品味，本土廠商甚至在2002年在台灣建造了第一座專業威士忌酒廠，本研究在酒類產業探討體驗行銷及體驗價值對顧客滿意度之影響。
本研究以問卷調查方式，探討在酒類產業體驗行銷及體驗價值對顧客滿意度之影響，根據參考文獻，設計問卷，本研究共發放369份問卷，回收187份有效問卷，有效問卷回收率為50.7%。並採用SPSS統計軟體進行分析，根據研究結果發現：體驗行銷對體驗價值部分具有正向的影響，體驗價值對顧客滿意度部分具有正向的影響，體驗行銷對顧客滿意度部分具有正向的影響。

關鍵字

行銷體驗 ； 體驗價值 ； 顧客滿意度

並列摘要

Although Taiwan has a small population and a small population compared with many major countries in the world, Taiwan has become the third largest market for single malt whiskey in the world according to a survey report published by Hong Kong Vinepxo in 2016. Recently, according to the Scotch Whiskey Association (Scotch Whiskey Association) Statistics from the Whiskey Association (SWA) in 2021 show that Taiwan's total import value of Scotch whiskey has jumped to the third place in the world. It shows that Taiwan's spirits market is highly valued by the international community. In recent years, the habit of drinking whiskey in Taiwan has gradually evolved from the way of winning and losing in the past to knowing how to savor carefully. Local manufacturers even built the first professional whiskey in Taiwan in 2002. Factory, this study explores the influence of experiential marketing and experiential value on customer satisfaction in the wine industry.
This study explores the influence of experiential marketing and experiential value on customer satisfaction in the wine industry by way of questionnaire survey. According to the references, the questionnaire is designed. A total of 369 questionnaires were distributed in this study, and 187 valid questionnaires were recovered. The effective questionnaire recovery rate was 50.7% %. Using SPSS statistical software for analysis, according to the research results, it is found that experience marketing has a positive impact on experience value, experience value has a positive impact on customer satisfaction, and experience marketing has a positive impact on customer satisfaction .

並列關鍵字

marketing experience ； experience value ； customer satisfaction

參考文獻

一、中文部分

Schmitt（2000）體驗行銷。王育英、梁曉甇譯，台北市：經典傳訊文化出版。

王育英、梁曉鶯(譯)(2001)。Bernd H. Schmitt 著。體驗行銷。台北市：經典傳訊文化。

王鎮秋(2003)。創意金工教室流行飾品的第一本書。台北市：商鼎文化出版社。

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