體驗行銷、體驗價值與顧客滿意度之研究─以台中市健身俱樂部為例

The Study of Experiential Marketing,Experiential Value and Customer Satisfaction-A Case of Health-Club in Taichung City.

巫居旺(CHU-WANG WU)

指導教授 ： 張鐵軍

朝陽科技大學/管理學院/企業管理系/碩士(2016年)

摘要

摘要
健身產業的興盛始自周休二日的實施，以及現代人對自身健康的日愈重視，上健身房不再被視為高消費，而是平價的休閒活動。美商賀寶芙台灣分公司自2013年起推廣「Fit-Club」，透過健身運動的方式讓顧客體驗賀寶芙產品產生的作用，此種營銷模式在台灣已逐漸蔚為風潮。基此，本研究旨在瞭解以體驗行銷與體驗價值面向分析Fit-Club顧客滿意度間的關係。
本研究採用問卷調查，以4間台中市賀寶芙直銷商經營的Fit-Club的健身體驗顧客為研究對象，共計發出137份問卷，回收131份，有效問卷104份。研究結果顯示：一、體驗行銷對體驗價值、體驗價值對顧客滿意度及體驗行銷對顧客滿意度這三種迴歸路徑分析結果均有顯著影響；二、體驗行銷、體驗價值同時對顧客滿意度有影響，而體驗行銷的影響較體驗價值高，因此個案公司值得就Fit-Club在體驗行銷之感官、情感、關聯等因素上，去連結顧客的健身需求，這樣對透過健身體驗而提高顧客滿意度，對顧客將「Fit-Club運動」視為健身舒壓之首選方案將有顯著正向效果。
關鍵詞：體驗行銷、體驗價值、顧客滿意度、健身俱樂部

關鍵字

顧客滿意度 ； 體驗價值 ； 體驗行銷 ； 健身俱樂部

並列摘要

Abstract
The fitness industry in Taiwan started to flourish after the implementation of two-day weekends and because of the increasing emphasis on personal health in modern times. Rather than regarded as a high-end consumption behavior, going to a health club is now an affordable leisure activity. In 2013, the Taiwan Branch of the US-based Herbalife launched Fit-Clubs to enable customers to experience the effects of Herbalife products through exercise. This marketing model has become increasingly popular in Taiwan. Therefore, this study aimed to analyze the effects of experiential marketing and experiential value on customer satisfaction for Fit-Clubs.
In the questionnaire survey conducted in this study, a total of 137 questionnaires were distributed to trial customers at four Fit-Clubs operated by Herbalife in Taichung. Among the 131 retrieved questionnaires, 104 were valid. The regression analysis indicated that experiential marketing significantly affected both experiential value and customer satisfaction, and experiential value significantly affected customer satisfaction. In addition, both experiential marketing and experiential value affected customer satisfaction, with the former exerting a stronger influence than the latter. Accordingly, Herbalife is recommended to associate customers’ need for exercise through the sensory, emotional, and relational factors in experiential marketing. By doing so, the company will increase customer satisfaction through exercise experience, thus significantly encouraging customers to view Fit-Clubs as the optimal choice for exercising and relaxing.
Keywords: experiential marketing, experiential value, customer satisfaction, health club

並列關鍵字

customer satisfaction ； experiential value ； experiential marketing ； health club

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