體驗行銷對顧客忠誠度影響之研究－以直銷業為例

The Effect of Experiential Marketing on Customer Royalty-Case Study of Direct Selling

周聰佑(Tsung-Yu Chou) ； 陳彥廷(Yen-Ting Chen) ； 張鈺禾(Yu-Ho Chang)

《行銷評論》 7卷1期 (2010/03) Pp. 1-24

https://doi.org/10.29931/MR.201003.0001

摘要

隨著消費者需求不斷改變，企業無不希望藉由各種行銷策略吸引消費者。而體驗行銷理念逐漸被廣泛地用在各個行業，其主要目的乃希望藉由各種體驗行銷的手法，如設施的多樣、情感的刺激、差異化與服務人員的親切服務等，影響顧客對商品的購買行爲。體驗行銷是一個新的概念，綜觀過去研究，國內外文獻對體驗行銷的探討與體驗行銷之實證性研究並不多，因此引發本研究之研究動機。本研究採取驗證性之方法進行，選定台中地區個案直銷商之顧客爲研究對象，並利用統計軟體SPSS及AMOS來進行實證分析以探討體驗行銷策略之實施，是否對顧客之忠誠度具有正向提昇之助益。研究結果歸納如下：（一）「體驗行銷」的施行對於「顧客價値」與「顧客滿意度」具有顯著之正向提昇。（二）「顧客價値」與「顧客滿意度」對於顧客之「忠誠度」皆具有顯著之正向影響。（三）「顧客滿意度」與「顧客價値」確實爲體驗行銷與消費者忠誠度之中介變數。

關鍵字

體驗行銷 ； 顧客滿意度 ； 顧客價値 ； 忠誠度

並列摘要

The requirements of customers are constantly changing; all enterprises have to try to attract consumers with different marketing strategies undoubtedly. The application of experiential marketing has become one of major marketing strategies in different industry in recent years. The purpose of experiential marketing is to use the marketing technique, such as the variety of facilities, cordial service and emotion stimulation to directly strengthen customers' value, satisfaction, and, further, customer royalty. To our best knowledge, there is not much research that has addressed Experiential Marketing since it is a quite new concept in marketing. Particularly, there is no similar research found in direct selling. Accordingly, this study is undertaken in order to obtain some empirical results in academy and practice. This research applies experiential marketing in direct selling industry and tries to explore the effect on customer royalty. Data was analyzed by SPSS and LISREL. Some results are presented as follows: First, the adoption of experiential marketing helps and enhances customer value significantly. Second, customer royalty is influenced by customer satisfaction significantly. Finally, customer satisfaction is an important mediator between experiential marketing and customer royalty.

並列關鍵字

experiential marketing ； customer satisfaction ； customer value ； royalty

參考文獻

Schmitt, B. H.(1999).Experiential Marketing.Journal of Marketing Management.15,53-67.

Holbrook, M. B.(2000).The Millennial Consumer in the Texts of Our Times: Experience and Entertainment.Journal of Macromarketing.20(2),178-192.

Pine II, B. J.,Gilmore, J. H.(1998).Welcome to the Experience Economy.Harvard Business Review.4,97-105.

何雍慶、蘇子炘、張永富(2005)。運用MEC分析消費者醫療體驗價值。醫院:中華民國醫院協會雜誌。38(5)，60-74。

鍾志強(2005)。運動服務產業體驗行銷策略之探討。大專體育。81，114-120。