體驗品質、體驗價值與顧客忠誠之研究-以某手機通路商為例

A Study on Experiential Quality, Experiential Value, and Customer loyalty-The Case of Cell Phone Distributor

向秋容(Chiu-Jung Hsiang)

指導教授 ： 徐茂練

朝陽科技大學/管理學院/企業管理系/碩士(2014年)

摘要

手機通路商已經成為最大量的手機銷售通路，而通路商如何透過體驗品質、體驗價值形成有效的競合策略，是通路商經營成敗的關鍵。體驗價值與顧客忠誠度或再購意願之間是有關聯性的，透過體驗價值能提升顧客忠誠度，或有效增強顧客購買意願。購買前的體驗是否可以提升購買意願是值得探討的議題，本研究以手機通路商為對象，針對購買前的體驗，探討體驗價值、消費者生活形態與顧客購買意願之間的關係。
本研究調查之對象為某手機通路商顧客，共寄發問卷500份問卷，總計回收有效問卷402份，樣本回收率80.4%。以t檢定、單因子變異數分析、皮爾森積差相關及逐步多元迴歸分析等統計方法進行資料分析以及敍述性統計。研究結果如下所示：
一、體驗品質對體驗價值的服務優越性、美感價值、趣味性價值、顧客投資報酬價值等四個構面均有顯著的正相關。
二、 體驗價值的服務優越性價值、美感價值、趣味性價值、顧客投資報酬價值等四個構面對態度忠誠均有顯著的正相關。
三、顧客「消費者生活形態」不會影響「體驗價值」。
四、體驗價值在「體驗品質」及「態度忠誠」間具有中介效果。
依據上述結果，本研究針對購買前體驗品質、體驗價值與購買意願之間的理論意涵進行討論，也針對手機業者如何規劃體驗行銷方案提供具體的建議。

關鍵字

體驗品質 ； 手機通路商 ； 顧客忠誠 ； 體驗價值

並列摘要

Cell phone distributors are now focusing on cooperating with their distributing
channels more than ever. A successful cell phone distributor must know how to
make effective strategy which integrating experiential quality and experiential
value in order to win the customer loyalty. Experiential value is relevant with
customer loyalty or repurchasing intention. That is to say, we can enhance
customer loyalty or customer purchasing intention through providing higher
experiential quality. Providing customer experience in pre-purchasing is a
well-known trend. It is an important issue to investigate whether pre-purchasing
experience can enhance the purchase intention. Using cell phone distributor as a
case study, the purpose of this research is to explore the relationship between
experiential value, consumer lifestyle and purchase intention during
pre-purchasing.
The study distributed 500 questionnaires and 402 valid ones were returned, with valid rate 80.4%. Data were analyzed by t-test, one way ANOVA, Pearson’s product- moment correlation and Multiple Regression. Analysis results and conclusions are as follows:
1. The experiential quality has positive impact on all dimensions of experiential values, namely, service excellence value, aesthetics value, playfulness value, and customer return on investment value.
2. All dimensions of experiential values, namely, service excellence value, aesthetics value, playfulness value, and customer return on investment value are positively related to attitude loyalty.
3. Consumer lifestyle is not significantly related to experiential values.
4. The relationship between quality of experience and attitude loyalty is
moderated by experience value.
The theoretical implications about pre-purchasing experience, experiential value and purchase intention are discussed, and useful suggestions on how to design experiential marketing activities for cell phone distributors are also provided.

並列關鍵字

cell phone distributor ； customer loyalty ； experiential value ； experiential quality

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