顧客體驗、顧客滿意度與消費價值之研究-以台中某銀行為例

本研究主要在探討銀行業消費者的體驗行銷、顧客滿意度與消費價值的關係，並根據研究結果提出建議，以供銀行業者日後提供服務之參考。本研究運用問卷調查方法進行敘述性統計、因素分析、信度分析、迴歸分析等統計方法，針對各構面之間的關係做實證分析。實證結果顯示，愈注重享樂主義的消費者，愈重視感官體驗中的空間舒適與快速回應因素；愈注重實用主義的消費者，愈重視對情感體驗的安心便利因素、行動體驗的快速回應因素，以及關聯體驗的企業形象因素。在五種服務品質體驗之中，僅有企業形象滿意度對整體滿意度呈現顯著之正向影響。對於追求快樂投資價值的消費者來說，感官體驗與情感體驗滿意度的交互效果皆不顯著。而對於抱持實用主義的消費者來說，情感體驗的安心便利因素、行動體驗的快速回應因素，以及關聯體驗的企業形象因素屬於激勵因子。因此，本研究建議應分別就享樂主義及實用主義的消費者，各自研擬適當的體驗行銷策略，以同時滿足消費者的要求及進而提升其整體滿意度。

關鍵字

服務品質體驗；消費價值；顧客滿意度

並列摘要

The objective of this thesis is to study the relationship among the experience marketing, customer satisfaction and consumer value of the banking customers, and provide suggestions of future services for banking reference based on the findings of the study. The research data is obtained by questionnaire, adopting descriptive statistics, factor analysis, reliability analysis and regression to analyze and prove the relationship among the dimensions. The findings of the study show the hedonic consumers care more about the comfort and quick respond factors, and the utilitarian care more about the emotional experience of convenient factors. Among the five services quality experience satisfactions, only the corporate image has showed positive and significant relevance on the overall satisfaction. To the consumers who are pursing search enjoy value, the interaction effect between the sensory experience and the emotional experience are not so strong. For the utilitarian customer, the convenient factors of emotional experience, the quick respond factors of acting experience and the corporate image of the relate experience are motivators. Therefore, this study suggests the banking to apply the experience marking strategy accordingly to hedonist and utilitarian separately, in order to meet customers demand and improve their customer stratification.