主題餐廳實施體驗行銷之初探－以T.G.I.Friday's餐廳台北敦化店為例

A Preliminary Study of the Implementation of Experiential Marketing by Theme Restaurants-A Case of the T.G.I.Friday's Taipei Dunhua Store

蔣家皓(Chia-Hao Chiang) ； 楊宛寧(Wan-Ning Yang)

《真理觀光休閒學報》 8期 (2010/07) Pp. 55-70

https://doi.org/10.6438/TOJT.201007.0055

摘要

體驗行銷（Experiential Marketing）為消費者創造感官的、創意的及情感關聯的體驗，是一種具生活型態行銷及社會認同特性的活動。本研究以T.G.I.Friday's餐廳台北敦化店為個案，探討主題餐廳實施體驗行銷對顧客之影響，並採質性研究法，以顧客訪談、實地觀察及T.G.I.Friday's餐廳實施體驗行銷之相關文獻等三方資料，進行三角交叉檢視。研究發現如下：（1）年輕族群喜愛餐廳的特有的裝潢和設計所營造出的用餐氣氛；（2）顧客會因餐廳服務人員提供適切的服務而享有愉快的用餐經驗；（3）顧客會因餐廳推出新菜餚的優惠及促銷而引發其好奇心；（4）顧客會因私人聚會、公事或節慶而前往餐廳用餐；（5）顧客會因其友人曾享受到好的消費體驗而親自或推薦親友前往消費。本研究最後對餐廳業者提出管理上的相關建議。

關鍵字

體驗行銷 ； 質性研究 ； 三角檢視法

並列摘要

Experiential marketing creates sensational, appealing and emotional experience for customers. It is one kind of activity embedded with the characteristics of lifestyle marketing and social recognition. By using the T.G.I.Friday's Taipei Dunhua store as a case, this study aims at exploring whether the influence of experiential marketing implemented by the restaurant has achieved the five experiential areas proposed by Schmitt (1999) in the Strategic Experiential Modules (SEMs), namely, Sense, Feel, Think, Act and Relate. Qualitative data were collected from three sources, namely, customer interviews, field observations and secondary data. After triangulating the data, the study found that the experiential marketing practices implemented by the restaurant have affected its customers on all the five experiential areas. Certain managerial suggestions to restaurant practitioners have provided at the end.

並列關鍵字

experiential marketing ； qualitative research ； triangulation