網站體驗行銷、體驗價值、顧客滿意度與顧客忠誠度關係之探討

A Study for the Relationships between Website's Experience Marketing, Experience Value, Customer Satisfaction Degree and Customer Loyalty

劉明德(Ming-Te Liu) ； 梅國忠(Kuo-Chung Mei)

《行銷科學學報》 7卷2期 (2011/12) Pp. 129-153

摘要

目前網路商店多數著重於產品功能及品質的行銷宣傳，此類行銷方式已不易吸引消費者注意，以強調產品特性與品質為主的行銷時代已漸漸過去。抓住顧客體驗後的感受與情感經驗，才能創造出觸動人心的顧客關係。網站體驗行銷將Schmitt(1999)所提出體驗行銷的策略體驗模組移至非實體的網路上應用，因為越來越多企業，嘗試把商品的體驗由實體通路轉換至網站上，讓消費者進行虛擬體驗，進而促使消費者付諸行動購買產品。本研究以台灣最大的汽車銷售商之一為例，嘗試瞭解體驗行銷在網站上可以發揮的影響，研究目的分為：一、探討網站體驗行銷的策略體驗模組對於體驗價值的影響；二、探討網站體驗價值對於顧客滿意度、顧客忠誠度的影響；三、探討網站顧客滿意度與顧客忠誠度的影響；四、探討網站體檢行銷的策略體驗模組對於顧客滿意度與顧客忠誠度的影響；五、探討人口統計變數與策略體驗模組、體驗價值、顧客滿意度、顧客忠誠度的影響；六、歸納研究結果，提出行銷建議。研究結果顯示，網站體驗行銷的策略體驗模組對體驗價值具有顯著正相關；網站體驗價值對顧客滿意度、顧客忠誠度的影響部份具有顯著正相關；網站顧客滿意度對顧客忠誠度的影響具有顯著正相關；網站體驗行銷的策略體驗模組對顧客滿意度、顧客忠誠度的影響部份具有顯著正相關；人口統計變數項下的年齡與職業對於模組間部份具顯著差異。

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

Most of the online stores still focus on the marketing promotion within product function or quality right now. This way has not been easily to attract consumer's attention. To stress product characteristic and quality had been passed in marketing. The enterprises need to hold the customer experiences with the feeling and the emotion, and then the enterprises can try to touch consumer's heart to build the strong customer relationship. The website's experiential marketing transfers the experiential marketing proposed by Schmitt (1999) from the experience of real store to the online store in application. More and more enterprises attempt to transfer the experience for purchasing commodity to the websites. Therefore, it's an important topic to urge the consumer to purchase the online products. This research took the biggest automobile seller as the example in Taiwan. We attempt to understand that the experience marketing how to induce the influence by the websites. The goals of the research could be divided as follows: 1. to explore the strategic experiential modules of website's experiential marketing how affect the experiential value; 2. to explore the website's experiential value how affect the customer satisfaction degree and the customer loyalty; 3. to explore the website's customer satisfaction degree how affect the customer loyalty; 4. to explore the strategic experiential modules of website's experiential marketing how affect the customer degree of satisfaction and customer loyalty; 5. to explore the geographic variables how affect the website's experiential marketing, experiential value, customer degree of satisfaction, and customer loyalty; 6. to make the conclusions and propose the marketing proposal. The findings for this research showed that the strategic experiential modules of website's experiential marketing related with the experiential value positively and significantly. The website's experiential value related with customer satisfaction degree and customer loyalty positively and significantly. The customer satisfaction degree related with customer loyalty positively and significantly. The strategic experiential modules of website's experiential marketing related with customer satisfaction degree and customer loyalty positively and significantly. The geographic variables on age and occupation relate partially with the strategic experiential modules.

並列關鍵字

experiential marketing ； experiential value ； customer satisfaction degree ； customer loyalty

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