體驗行銷、體驗價值、顧客滿意度與顧客忠誠度之關聯性研究－以L品牌服飾為例

The Research of the Relationships amongExperience Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty-A Case Study Based on L-Brand-Clothing

黃聖茹(Sheng-Ju Huang) ； 張智雄(Zhi-Xiong Zhang)

《服務業管理評論》 8期 (2010/12) Pp. 31-53

https://doi.org/10.29858/SIMR.201012.0002

摘要

體驗經濟時代的來臨，民眾消費時除了重視產品性能或服務效益之外，亦同時重視能否從消費活動中獲得難忘的體驗及愉悅之感覺，故以體驗行銷來吸引消費者將是未來的趨勢潮流。本研究透過便利抽樣的方式，以體驗過L品牌服飾之消費者為樣本，利用問卷調查方式，共計發放560份問卷，有效回收514份。文中並採用AMOS5.0統計軟體進行分析體驗行銷、體驗價值、顧客滿意度與顧客忠誠度之關係，實證結果發現：（1）體驗行銷對體驗價值有正向的關係影響；（2）體驗行銷對顧客滿意度有正向的關係影響；（3）體驗價值對顧客滿意度有正向的關係影響；（4）體驗價值對顧客忠誠度有正向的關係影響；（5）顧客滿意度對顧客忠誠度有正向的關係影響。

關鍵字

體驗行銷 ； 體驗價值 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Except the product performance or the service benefit, customers gradually pay attention to obtain the joyful feeling and unforgettable experience from the expense activity, because of the experience economical approach. Therefore, sell by the experiential marketing to attract consumers will be the future tendency. Convenience sampling method was applied to select 560 customers form the L-Brand-Clothing to answer the questionnaire. Of 514 responses were usable. We analyze these data by using leaner structural equation model with AMOS5.0 computer program. The results showed that: (1)experience marketing has significantly positive effect on experiential value; (2)experience marketing has significantly positive effect on customer satisfaction; (3)experiential value has significantly positive effect on customer satisfaction; (4)experiential value has significantly positive effect on customer loyalty; (5)customer satisfaction has significantly positive effect on customer loyalty.

並列關鍵字

Experience marketing ； Experiential Value ； Customer Satisfaction ； Customer Loyalty