感性行銷與顧客自發行為之關係－以知覺價格公平、顧客滿意度為中介變數

The relationship between emotional marketing and customer voluntary performance－The mediating roles of customer perceived price fairness and customer satisfaction

蔡依純(Yi-Chun Tsai)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2008年)

摘要

感性行銷是現代企業發展的趨勢，也是傳遞價值與創造顧客滿意的關鍵因素，過去的體驗行銷大多強調在提供服務接觸環境的體驗，由企業創造一個難忘的消費經驗給顧客，感性行銷除了提供服務接觸的環境體驗外，更強調在產品設計、包裝，加入感性工學，並且打造鮮明的企業願景，也在顧客關係管理方面作加強；本研究將感性行銷加入顧客知覺價格公平與顧客滿意兩概念，探討感性行銷是否透過顧客知覺價格公平與顧客滿意，進而提高顧客忠誠、合作、參與等自發行為。
本研究之研究方式採驗證性方法，以問卷調查方式進行，以感性行銷主題相配合之王品集團餐廳及蘋果電腦公司為研究對象，分別回收373份及311份有效樣本，並以LISREL進行實證分析，結果發現理論模式適配情形良好，研究結果多數假說被支持，證實感性行銷會透過顧客知覺價格公平與顧客滿意，進而提高顧客忠誠、合作、參與等自發行為。

關鍵字

感性行銷 ； 知覺價格公平 ； 顧客自發行為 ； 顧客滿意度

並列摘要

Emotional Marketing is the trend of development of contemporary corporation, and also the critical factor of value delivering and customer satisfaction creating. Experiential marketing focus on the experience of service encounter environment in the past, however, besides focusing on service encounter environment, emotional marketing also pay much attention to product ,product design and customer relationship management .Since perceived price fairness and customer satisfaction are both important concepts in management fields, this paper connects emotional marketing and customer voluntary performance to discuss their relationship. We distribute questionnaires to the companies which fit in our research topic, there are Apple Inc. and Wang Steak Group restaurants. This paper used 311 and 373 received questionnaires to analyze it with LISREL. The majority results support our hypotheses. The result show that emotional marketing and customer voluntary performance have positive relationship through customer perceived price fairness and customer satisfaction

並列關鍵字

Emotional Marketing ； Customer Voluntary Performance ； Perceived Price Fairness ； Customer Satisfaction

參考文獻

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