體驗行銷、體驗價值與顧客忠誠度關係之研究－以薰衣草森林為例

A Study of the Relationship among the Experiential Marketing, Experiential Value and Customer Loyalty-A Case of Lavender Cottage

廖珮彣(Pei-Wen Liao) ； 林陽助(Yang-Chu Lin)

《科際整合管理研討會》 2015第18屆 (2015/06) Pp. 79-93

https://doi.org/10.6495/CIMBM.2015.006

摘要

隨時代變遷，當今消費模式，已經從過去只注重產品功能，逐漸轉變為注重顧客在消費過程中的所獲得的體驗。自從政府於2001年開始全面實施周休二日政策，法令的改變，使得人們的時間增加，讓消費者對於休閒服務需求大增，造成國內各式各樣的休閒產業盛行。因此本研究主要探討體驗行銷、體驗價值與顧客忠誠度之間的關係，並以薰衣草森林為研究對象，採便利抽樣方式發放問卷。本研究共收集了260份有效問卷，並以SPSS軟體進行資料分析。研究結果顯示：一、體驗行銷（感官、情感、行動）對體驗價值有顯著正向影響；二、體驗價值（趣味性、美感、消費者投資報酬）對顧客忠誠度有顯著正向影；三、體驗價值對於體驗行銷與顧客忠誠度之間具有部分中介效果。

關鍵字

體驗行銷 ； 體驗價值 ； 顧客忠誠度

並列摘要

As times change, the consumption pattern has transformed from only focus on the function of product to the experience of customer. Since the government started the two-day weekend policy, people have more free time and searching for more leisure services, making relative industries booming in the past few years. This study aims to find the relationship between experiential marketing, experiential value and customer loyalty. There are three main results in this paper. First, experiential marketing (including sense, feel, act experience) has positive effect on experiential value. Second, experiential value (including CROI, aesthetics, playfulness) has positive effect on customer loyalty. Third, experiential value has partial mediating effect between experiential marketing and experiential value.

並列關鍵字

experiential marketing ； experiential value ； customer loyalty