以體驗行銷觀點探討顧客體驗與滿意度  之影響—以F基金發行公司為例

近年來投資理財風氣盛行，透過投資共同基金從事理財規畫似乎已是世界潮流，利用共同基金從事生涯規畫的投資大眾越來越多。然而觀察投信業的整體發展，過去行銷模式大多不脫離以基金說明會的方式行銷傳統基金產品，著重在定量的市場分析方式，並多以經理人個人魅力及基金產品操作績效作為訴求。Schmitt（1999）提出體驗行銷的觀念，認為企業行銷最後的目標是提供有價值的體驗，與過去透過人情為訴求或是著重產品特性的傳統行銷模式不同。是故本研究擬藉由體驗行銷的概念架構，探討顧客體驗結果與顧客滿意度的關係，期望對現行國內的基金發行公司，提供不同思考方向。本研究根據 Schmitt（1999）的體驗行銷（Experiential Marketing）為理論架構，來檢視顧客體驗與滿意度之間的關係。研究的對象為以F基金發行公司中部五縣市顧客，問卷開發的方法是以 Schmitt 體驗行銷理論的體驗策略模組、體驗媒介為中心。共計發出問卷 220 份，有效樣本合計152 份。本研究之結論：顧客體驗因素中，與顧客滿意度皆呈顯著正相關。根據本研究結論，基金發行公司應加強顧客在感官體驗、情感體驗、思考/行動體驗、關聯體驗上之體驗，提升整體顧客滿意度。並針對不同教育程度、家庭收入、婚姻關係等消費行為，並參考不同群之消費者分群，做出適合消費者之行銷策略，並達到公司之策略目標。

關鍵字

體驗行銷；消費行為；顧客滿意度

並列摘要

Mutual funds have been the primary form of investment throughout the world in recent years due to an increasing trend of using them as a part of career planning. However, after observing the development of the trust fund industry for a long time, most of the past marketing models did not diverge from investing conference’s traditional models, and focused on the volume of the market analysis. Schmitt (1999) proposed the concept of Experiential Marketing, in which the final target of the companies’ marketing is to provide a valuable experience, rather than rely on the relationship with customers or focusing on the products’ characteristics of the traditional marketing models. Therefore, this study is going to analyze the structure of the Experiential Marketing concept, explore the relationship between customer experience and the results of the degree of customer satisfaction, and eventually providing the current issue with domestic fund companies for a different direction of thinking. According to this study, which uses Schmitt’s (1999) marketing experience (Experiential Marketing) theoretical framework, it is essential to observe the relationship between customer’s experience and levels of satisfaction. The subjects of this research are customers of F Securities Investment Trust Company. The customers are from five cites and counties in central Taiwan. A total of 220 questionnaires were sent out, 152 of which were valid. The questionnaires use Schmitt’s experiential marketing theories and experiential policy models as a medium. The results of this study conclude that experience and satisfaction of customers are positively significant. According to this study, Securities Investment Trust Company should emphasize the concept of experience marketing thereby enhancing the degree of customer satisfaction. Additionally, customers with different degrees of education, household income, or marital status, can be divided into different demographic groups which can be referred to when devising a suitable consumer marketing strategy, thereby achieving the company’s strategic goals.