- 期刊
- OpenAccess
休閒農場體驗行銷與重遊意願關係之研究－以顧客滿意為中介變項
The Study on the Relationship between Experiential Marketing and Revisiting Intention of Leisure Farm-Customer Satisfaction as a Mediator
摘要
休閒農場為台灣重要的休閒產業，其所提供的體驗行銷活動為休閒產業中新穎的行銷方式。然而，由於各種休閒農場林立，競爭壓力也日益增大。因此，休閒農場能否透過體驗行銷提升顧客滿意，進而增進顧客重遊意顧，實為重要的研究議題。本研究以宜蘭地區休閒農場為對象，探討休閒農場體驗行銷、顧客滿意與重遊意願之間的關餘，檢視顧客滿意在體驗行銷，與重遊意願之間的中介效果。研究結果發現，休閒農場體驗行銷對顧客滿意有顯著的正向影響，顧客滿意對重遊意願有顯著的正向影響，顧客滿意在體驗行銷與重遊意願兼具有顯著的中介效果，意即休閒農場業者可藉由體驗行銷，提升顧客滿意，進而增加顧客重遊意願。最後，根據研究結果提出結論與建議， 以提供業者改善體驗行銷活動之參考。
並列摘要
Leisure farm industry is the important leisure industry in Taiwan. The experiential marketing of leisure farm is a novel marketing approach in the leisure industry. However, the establishing of many leisure farms results the pressure of competition. Therefore, it is important research topics that realize experiential marketing whether raise customer satisfaction to promote revisiting intention of customer in the leisure farm. The purpose of this study is to explore the relationship among experiential marketing, customer satisfaction, and revisiting intention of leisure farm in Yilan Country. In other words, it is to examine the median effect of customer satisfaction between experiential marketing and revisiting intention. Empirical results indicate that experiential marketing of leisure farm is significantly positive related to customer satisfaction of it. Customer satisfaction of leisure farm is significantly positive related to revisiting intention of it. That is, there is significant median effect of customer satisfaction between experiential marketing and revisiting intention. It means that the manager of leisure farm can use experiential marketing to raise customer satisfaction and further to promote revisiting intention of customer. Some implications and suggestions will be offered for the manager of leisure farm based on the empirical results.