- 學位論文
體驗行銷、顧客滿意度與再購意願關聯性之研究 ─以臺灣地區羽球拍消費者為例
The study of the Relationship among Experiential Marketing, Customer Satisfaction and Repurchase Intention – An Example of Badminton Racket in Taiwan
摘要
國人近年來因為已有店家將商品體驗行銷的觀念導入銷售的成功銷售案例，已漸漸有愈來愈多的公司企業及店家開始以體驗行銷為主切入銷售產品的目的，並且將商品再購的意願轉為重要因素之一，因此，了解分析銷售市場的特性與關聯性並試圖找出適合自己的行銷方式策略，是業者在永續經營的首要重點議題，當然也是企業行銷管理人員學習方針。本研究將從運動商品市場，來深入探討消費者在體驗行銷、顧客滿意度及再購意願。 本研究透過問卷方式蒐集資料，於2016年3月至4月期間，分別於新竹、台中、台南、高雄、屏東、台東等地區之6個縣市所經營的12間體育用品專賣店為問卷發放地點，並採用隨機發放方式進行問卷實施測試，本次研究發放問卷250份，回收有效樣本186份。研究結果發現，羽球拍消費者在再購意願的認知受到不同教育程度、所得收入、消費頻率與平均消費等等變項而影響改變，而有程度上的認知不同。就整體來看，羽球拍消費者在體驗行銷、顧客滿意度及再購意願間都已有正向顯著相關性。很明顯的，羽球拍業者如想要維持住長期的良好顧客滿意度局面，應提升顧客的服務滿意度為首要。本次的研究結果將可以做為羽球拍專賣業者經營管理上參考依據。
並列摘要
Because the concept of experiential marketing for merchandise has successfully implement sales, there are more and more enterprises start to practice experiential marketing for the purpose of selling products and focus on repurchase intention. Thus it is a primary issue on sustainable operation for enterprise managers to realize that sales analysis of market characteristics and correlation. Moreover, it can help find out suitable marketing strategy. This study would discuss the market of sporting goods to research experiential marketing, customer satisfaction and repurchase intention. Information collection in this research was a survey on questionnaire, from March to April in 2016. The questionnaire issuing locations were respectively in six counties of Hsinchu, Taichung, Tainan, Kaohsiung, Pingtung, Taitung and other regions of the 12 sporting goods stores. By random sampling, 250 questionnaires were issued and 186 valid samples were returned. The results found that the awareness of repurchase intention to badminton racket consumers are affected by the different levels of education, income, consumption and average consumption frequency, etc. In general, the badminton racket consumers to experience marketing, customer satisfaction and repurchase intention has been significant positive correlation. Obviously, people in the badminton racket business want to sustain long-term good customer satisfaction, they should primarily improve customer service satisfaction paramount. The results of this study will be used as a badminton racket monopoly industry management reference.