- 學位論文
利用顧客旅程地圖探討顧客體驗、顧客滿意度與顧客忠誠度之關係 以Life8米斯特國際為例
Using customer journey maps to explore the interrelationship among customer experience, customer loyalty and customer satisfaction: Taking Life8 Mister International as an example
摘要
虛實整合模式(Online to Offline，簡稱O2O)被越來越多品牌與企業所採用，行動裝置與網際網路的普及加上這兩年疫情關係，更加速了O2O 模式的發展。過去的研究中，多是探討O2O 對顧客滿意度與顧客忠誠度之影響與O2O 如何使企業盈利增加，而較少了解O2O 對顧客體驗與顧客旅程滿意度之影響。本研究使用SmartPLS進行分析，以Life8米斯特為研究標的，探討該品牌O2O模式中的線上、線下顧客旅程滿意度對顧客忠誠度所產生的影響。本研究採用問卷調查法，透過電子問卷在網路上蒐集資料，實際回收303份問券，扣除無效問券36份，有效問券為267份，以SmartPLS進行資料分析及假設驗證。本研究實證結果顯示通路服務寬度及內容一致性對顧客體驗及顧客滿意度有正向影響；顧客體驗及顧客滿意度對顧客忠誠度有正向影響。然而，服務流程一致性對於顧客體驗及顧客滿意度並沒有顯著影響。此一研究結果將有助於品牌及通路業者在落實O2O策略時之參考。
並列摘要
The Online to Offline (O2O) model has been adopted by more and more brands and enterprises. The popularity of mobile devices and the Internet, coupled with the relationship between the epidemic in the past two years, has accelerated the development of the O2O model. In the past research, most of them have discussed the impact of O2O on customer satisfaction and customer loyalty and how O2O can increase corporate profits, but little has been known about the impact of O2O on customer experience and customer journey satisfaction. This study uses SmartPLS for analysis and takes Life8 Mister as the research object to explore the impact of online and offline customer journey satisfaction in the brand's O2O model on customer loyalty. In this study, the questionnaire survey method was used to collect data on the Internet through electronic questionnaires. 303 questionnaires were actually received, 36 invalid questionnaires were deducted, and 267 valid questionnaires were used. SmartPLS was used for data analysis and hypothesis verification. The empirical results of this study show that channel service breadth and content consistency have a positive impact on customer experience and customer satisfaction. Customer experience and customer satisfaction have a positive impact on customer loyalty. However, service process consistency has no significant impact on customer experience and customer satisfaction. The results of this research will be helpful for brands and channel operators to refer to when implementing O2O strategies.