- 期刊
中途餐廳體驗行銷對顧客忠誠度之影響：以顧客滿意度為中介變項
The Impact of Experience Marketing for Halfway Restaurant on Customer Loyalty: Customer Satisfaction as a Mediator
摘要
體驗行銷已成為近年來的消費趨勢，各種行業類別都試圖為消費者創造與眾不同的消費體驗，尤其是餐飲業，消費者愈來愈重視業者所提供的各種產品的行銷及服務，在整個消費過程中，不再以價格與功能做唯一或唯二的主要考慮因素，而是商品是否能讓人們留下滿意且難忘的體驗印象，更是驅動消費的重要關鍵所在，換成社會企業的經營亦不例外。近年來流浪動物中途餐廳之興起，是傳統「中途之家」結合餐飲業之商業經營模式，其獲利可用於支持流浪動物領養之工作之外，餐廳優質環境能夠為有愛心喜歡動物的顧客營造一個便利友善接觸流浪動物的良善空間。領養者可以輕鬆到店來訪，看見狗貓真實的樣貌，並且近距離地與這些貓狗互動，而經營餐飲所創造的收入，能成為照顧流浪動物的經費，永續地幫助流浪動物找到新家。因此，本研究欲以國內流浪動物中途餐廳的社會企業為研究個案，了解該類型餐廳消費者的「體驗行銷」對「顧客忠誠度」之影響，此為本研究動機之一。再者，本研究欲進一步檢視「顧客滿意度」，對「體驗行銷」與「顧客忠誠度」之間的關係是否具有中介效果（mediating effect），此為本研究動機之二。了解其顧客在消費及體驗餐廳的過程中，是否會因餐廳正向良好的環境氛圍與服務人員、待收養流浪動物的互動中，抑或是餐廳的餐點，能提升顧客滿意度及顧客忠誠度，並成為吸引其再次上門或是收養店內的流浪動物之驅動力。本研究以曾經至流浪動物中途餐廳消費過的顧客為研究對象，藉由文獻回顧建構施測問卷並發放回收。採用SPSS 18.0統計視窗軟體作為統計分析的工具，針對樣本資料進行描述性統計分析以及多元迴歸分析。研究結果發現：一、「體驗行銷」對「顧客忠誠度」具有顯著影響；二、「顧客滿意度」對「體驗行銷」與「顧客忠誠度」之間的關係具有中介效果。本研究最後針對流浪動物中途餐廳未來在經營管理上，尤其是「體驗行銷」與「顧客滿意」在研究上以及實務上之建議。
並列摘要
Customer loyalty of consumer behavior was a very popular research topic. Meanwhile, experiential marketing will also lead an important tendency into the age of experience economy. The rise of stray animal halfway restaurants in recent years is a business model of traditional "halfway houses" combined with the catering industry. In addition to its profits being used to support the adoption of stray animals. The restaurant's high-quality environment can create a good space for customers who contact with stray animals. Therefore, the purpose of this study is to examine the relationship among experiential marketing, customer satisfaction and customer loyalty. The main contents of this study are as follows: (1) constructing the questionnaire as the tool of measurement through the literature review; (2) the survey data is analyzed by the SPSS18.0, and the analysis methods consist of frequency distribution and hierarchy multiple regression. The research findings: (1) Experiential marketing causes significant influence on customer loyalty; (2) Experiential marketing causes significant influence on customer satisfaction; (3) Customer satisfaction causes significant influence on customer loyalty; (4) Customer satisfaction exhibits mediating effects between experiential marketing and customer loyalty. Finally, based on empirical findings, some suggestions about experiential marketing and customer satisfaction are proposed accordingly.