體驗行銷對顧客滿意之影響：顧客參與之中介角色

The Effects of Experiential Marketing on Customer Satisfaction: The Mediating Roles of Customer Participation

楊豐華(Feng-Hua Yang) ； 蔡侑勳(You-Shiun Tsai) ； 沈佳儀(Chiayi Shen)

《經營管理論叢》 9卷2期 (2014/06) Pp. 33-54

https://doi.org/10.6872/OMR.201406_9(2).0003

摘要

本研究透過理論明確界定體驗行銷、顧客參與與顧客滿意間之關聯性。整合體驗行銷－顧客參與－顧客滿意架構，我們提出體驗行銷不僅直接對顧客滿意具正向影響，其亦經由顧客參與而對顧客滿意產生間接影響。本研究運用I跨國家具家飾業之顧客為研究對象，收集405份有效問卷。研究結果支持我們的假設。總體而言，本研究結果不僅可提供家具家飾業者相關行銷管理決策之參考，並透過善用顧客參與進一步明確釐清體驗行銷與顧客滿意間之關係，以期對於家具家飾業之行銷理論與研究皆有所貢獻。

關鍵字

體驗行銷 ； 顧客參與 ； 顧客滿意

並列摘要

In this study, we theoretically identify the relationships among experiential marketing, customer participation, and customer satisfaction. Integrating the experiential marketing-customer participation-customer satisfaction framework, we propose that experiential marketing not only has a direct positive influence on customer satisfaction, but also indirectly influences customer satisfaction through customer participation. This study uses a multinational furniture and home furnishings company’s (Company I) customers as the research subject, collecting 405 effective questionnaires. The results support our hypotheses. Overall, the results of this study can provide the furniture and home furnishings industry with a reference for marketing management decisions, and clarify the relationship between experiential marketing and customer satisfaction using successful customer participation. Therefore, the results of this study contribute to services marketing theory and research for the furniture and home furnishings industry.

並列關鍵字

Experiential Marketing ； Customer Participation ； Customer Satisfaction