體驗行銷、服務品質、顧客滿意度與顧客忠誠度之研究 —以Facebook為例

The Study of Experiential Marketing, Service Quality, Customer Satisfaction and Customer Loyalty -Case Facebook

蘇國龍(kuo-long su)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000777

摘要

中文摘要
近年來，產業界或是學術界關注在「體驗行銷」的應用與效果研究上。一般的實體商店皆能透過面對面的方式與顧客營造獨一無二的體驗情境，但對於虛擬網路中的社群網站要如何做到真正的顧客體驗還是一項重大的挑戰。由於，網路應用已成為現代人生活的重心，因此，網站若能建置體驗的形式，便能提升行銷應用層次，替顧客創造全新的體驗感受，進而留住顧客、創造價值。
因此本研究將針對體驗行銷與顧客的關係作討論，以Schmitt(1999)提出五種體驗模組─感官、情感、思考、行動、關聯。將透過顧客的觀點進行體驗行銷、服務品質、顧客滿意度與顧客忠誠度的關係探討。
係以用網路問卷調查法，並以Facebook網路平台為研究範圍，並以Facebook使用者為研究對象，共發出問卷回收345份，扣除填答不完整之無效問卷，有效問卷為300份，有效問卷回收率達87％。
研究結果顯示：
1.感官體驗對顧客滿意度有顯著影響
2.情感體驗對顧客滿意度有顯著影響
3.思考體驗對顧客滿意度有些微顯著
4.行動體驗對顧客滿意度有顯著影響
5.關聯體驗對顧客滿意度有顯著影響
6.效率對顧客滿意度有顯著影響
7.有系統性對顧客滿意度有顯著影響
8.履行對顧客滿意度有顯著影響
9.隱私對顧客滿意度有顯著影響
10.顧客滿意度對顧客忠誠度具顯著正相影響

關鍵字

顧客滿意度 ； 服務品質 ； 體驗行銷 ； 顧客忠誠度

並列摘要

In recent years, not only industrial field pay attention in application and effect research of the “experiential marketing”. Most stores are able to have face-to-face interaction with customers, yet websites in cyberspace face a unique challenge in having their customors expenience the same effect. As the world-wide web is a central part of modern life, creating this ”experiential format” could increase the cffectiveness of marketing.
This new experience should result in increased customer retention and customer value.
This study explores the relationship between experiential marketing and customers. Schmilt (1999) proposed five experience modes: sensory, emotim, thought, action, and connections.
These were used to understand customer’s perceptiom so as to deduce the relationship between experiential marketing, service quality, customer satisfaction, and iustomer loyalty.
This stndy uses an online survey to research Facebook users. A total of 345 questionnaires were completed, with 300(87%) of those being complete and usable.

Resnlts of this study are as follows:
1. Sensory experiences have a positire effect on customer satisfaction.
2. Emotion experiences have a positire effect on customer satisfaction.
3. Thought experiences have some effect.
4. Action experiences have a positire effect on customer satisfaction.
5. Connection experiences have a positire effect on customer satisfaction.
6. efficiency have a positire effect on customer satisfaction
7. system availability have a positire effect on customer satisfaction
8. fulfillmen have a positire effect on customer satisfaction
9. privacy have a positire effect on customer satisfaction
10. Customer satisfaction has a positive effect on customer loyalty.

Keywords: experiential marketing, service quality, customer satisfaction, customer loyalty.

並列關鍵字

customer loyalty. ； service quality ； experiential marketing ； customer satisfaction

參考文獻

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