化妝品體驗行銷、顧客滿意度及品牌忠誠度之相關性研究～以直銷業美商玫琳凱化妝品公司為例

本研究探討化妝品體驗行銷、顧客滿意度及品牌忠誠度之相關性研究，以直銷業美商玫琳凱公司（Mary Kay）為例。本研究採問卷調查法以台灣地區北、中、南三區的玫琳凱經銷商（美容顧問）為研究的對象，分別各採網路線上問卷及紙本問卷同步進行問卷發放，經銷商問卷回收308份，有效問卷300份。研究方法採用描述性統計、信效度分析、相關分析、因素分析、單因子變異數分析、多元迴歸分析及研究假說之探討。研究結果顯示：（1）體驗行銷對玫琳凱顧客滿意度有顯著的正向影響。（2）顧客滿意度對於品牌忠誠度有顯著的正向影響。（3）體驗行銷對於玫琳凱品牌忠誠度有顯著的正向影響。（4）體驗行銷會透過顧客滿意度之中介效果，對品牌忠誠度產生間接影響。未來在體驗行銷方面可以結合人工智慧（Artificial Intelligence，AI），並透過雲端大數據分析，無論是經營者或是顧客皆可以得到更優化、更專業、更準確、更即時的工具與客製化服務，創造更美好的未來。

關鍵字

美商玫琳凱公司；體驗行銷；顧客滿意度；品牌忠誠度；多層次傳銷

並列摘要

With the diversification of marketing, the 21st century has come to multiply marketing. Based on this, this study explores the correlation among cosmetics experience marketing, customer satisfaction and brand loyalty which was exemplified by Mary Kay, a direct selling company. This study adopts the questionnaire survey method to analyzeMary Kay dealers (beauty consultants) in the north, middle and south regions of Taiwan, and use the online questionnaires and paper questionnaires simultaneously. The dealer questionnaire was collected 308 copies (300 valid) questionnaires. The research methods use descriptive statistics, reliability and validity analysis, correlation analysis, factor analysis, single factor analysis of variance, multiple regression analysis and research hypothesis. The results are listed below: (1) experience marketing has a significant positive impact on Mary Kay customer satisfaction. (2) customer satisfaction has a significant positive impact on brand loyalty. (3) experience marketing has a significant positive impact on Mary Kay brand loyalty. (4) experience marketing has an indirect impact on brand loyalty through the intermediary effect of customer satisfaction. In the future, experience marketing can be combined with artificial intelligence (AI), and through cloud big data analysis. Both operators and customers can get more optimized, more professional, more accurate, and more immediate tools and customized services to create a better future.