為了因應終身學習的風潮,我國大學推廣教育單位扮演成人教育重要的管道,再加上政府法令與相關辦法制定,大學推廣教育單位如雨後春筍般迅速成立,導致招生與經營上日趨競爭且困難;本研究希望從學習者的角度,探討體驗行銷對學員不同的感受(感官、情感、行動、思考與關聯)、學員對學校品牌形象的認知與顧客滿意程度及顧客忠誠行為之間的關聯性,進而了解學員所重視的內容,作為推廣教育單位日後營運之參考。 本研究以桃園縣元智大學推廣教育學分班與非學分班300位學員為調查對象,採用便利抽樣方法,有效樣本為244份,同時採用SPSS與AMOS統計軟體進行資料分析與模式檢定,研究結果分述如下。 1、體驗行銷對品牌形象具正向影響,其中關聯體驗與經驗性形象相關性最高。 2、體驗行銷對顧客滿意度具有正向顯著影響,其中行動思考體驗與顧客滿意度相關性最高。 3、品牌形象對顧客滿意度具有正向顯著影響,其中經驗性形象與顧客滿意度相關性最高。 4、顧客滿意度對顧客忠誠度具有正向顯著影響。 5、顧客滿意度在體驗行銷、品牌形象對顧客忠誠度間具有中介影響效果。 6、不同背景變項對構面認知上具有顯著差異,包括年齡、學歷、課程類型、過去參與經驗與否及課程資訊獲得來源。
University Extension Education in Taiwan plays a key role to face the trend of life-long learning thrives. Due to the relevant law, units of University Extension Education pop up and result in the difficulty of recruiting members. This study is to find out the relationship among experiential marketing, brand image, customer satisfaction, and customer loyalty and what the members want to make some suggestions. Data obtains from 300 members of Extention Education in Yuan Ze University who join the credit and non-credit classes. This study adopts the convenient sampling and there are 244 valid samples. The collected data is processed with SPSS and AMOS. The results of analysis are summarized as follow: 1.Experiential marketing directly impacts brand image and the feeling of relate is the most relevant with experiential image. 2.Experiential marketing directly impacts customer satisfaction, particularly the feeling of actthink. 3.Brand image directly impacts customer satisfaction, particularly the experiential image. 4.Customer satisfaction directly impacts customer loyalty. 5.Customer satisfaction plays the key role as intervening variables among others. 6.Constructs are partially differed due to the different age, education, type of class, past experience, and the tunnel gaining class information of samples.