桌上遊戲在近年來逐漸受到國人的喜愛與關注,由於尚屬於導入期,在傳統一般人的心態上較不易接受新事物,加上顧客缺乏相關資訊時,業者如何在推廣販售上更需要將產品的價值讓顧客瞭解,藉由產品與服務來營造整體氣氛並與顧客建立長期關係,以增加再購意願。因此,保留忠誠的顧客對桌上遊戲業的經營者來說是相當重要的任務之一。本研究旨在探討消費者對桌上遊戲業之服務品質、消費者涉入、體驗價值、關係品質、顧客滿意度與顧客忠誠度間之影響;以桌上遊戲專賣店之消費者為調查對象。採用問卷調查法蒐集資料,共回收320份有效樣本進行量化統計分析。 實證結果發現:(1)消費者對於桌上遊戲專賣店之服務品質會正向影響體驗價值;(2)服務品質顯著正向影響關係品質;(3)消費者涉入會正向影響體驗價值;(4)消費者涉入會正向影響關係品質;(5)體驗價值、關係品質對顧客滿意度具有正向影響;(6)顧客滿意度對顧客忠誠度也具有正向影響。最後本研究並依據上述研究結果,提出具體的理論和實務意涵。
In recent years, the Table-Top games are favored and concerned by people in Taiwan, due to it is in phase of import, people usually don’t like to accept new things, and in short of information, how the seller make Product value up to customers in promotion and selling, create all of the flavour and long-term relationship with customers to increase the purchase by products and services. Therefore, to retain loyal customers are the very important thing of the Table-top games operators . This paper aimed to investigate consumer service quality, customer involvement, experiential value, relationship quality, customer satisfaction and customer loyalty effects in Table-top games; to store Table-top games for the survey of consumers .Questionnaire was used to collect data. A Total of 302 responses were analyzed via SPSS and LISREL. Empirical results show the following:(1) Service quality of Table-top games store will be positive influence with value of experience to consumer;(2) Service quality have the positive influence on relationship quality;(3) Customer involvement have the positive influence on the value of experience; (4) Customer involvement have positive influence on relationship quality;(5) Experiential value and relationship quality has positive influence on customer satisfaction;(6) customer satisfaction has positive influence on customer loyalty. Finally, this study based on the above findings, the specific theoretical andpractical implications.