體驗行銷、顧客價值、行為意向關係之研究-以台中市客家餐廳為例

The Relationships Among Experiential Marketing, Customer Value And Behavioral Intention：Taking The Example of Hakka Restaurant in Taichung City

盧怡心(Yi-Xin Lu)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

近年來，隨著國人逐漸重視休閒生活，加上政府積極推動觀光及文化節慶活動，使得國民旅遊市場更加熱絡，連帶促使餐飲業之市場蓬勃發展。

而台中市地區各國美食餐廳數量迅速成長，改變了當地的飲食文化及口味上的偏好；其中，帶有強烈特色的客家美食餐廳也加入了這競爭激烈的市場中。客家飲食快速崛起，成了台灣的飲食文化中當紅菜餚之一，本研究將探討台中市客家美食餐廳業者將如何創造優質的體驗，以達到顧客的滿意並建立良好的餐廳形象及忠誠度。

本研究主要以文獻及問卷調查來進行研究，主要參考文獻有Schmitt(1999) 所提出之體驗行銷，Belk(1974)所提出之消費情境，Boulding et al.(1991)所提出行為意向等國內外相關文獻，做為研究構面的理論依據，針對台中市客家美食餐廳進行資料的蒐集與分析。將體驗行銷、顧客價值與行為意向相互連結，建構一整合性的觀念性模式以探討不同構面間的因果關係。研究結果顯示如下：
1. 體驗行銷對顧客價值具有正向顯著影響。
2. 顧客價值對行為意向具有正向顯著影響。
3. 體驗行銷對行為意向具有正向顯著影響。
4. 體驗行銷會透過顧客價值的中介效果，來影響行為意向之關係。
5. 人口統計變數在體驗行銷、顧客價值及行為意向上有顯著差異。

關鍵字

體驗行銷 ； 客家美食餐廳 ； 行為意向 ； 顧客價值

並列摘要

In recent years, with people increasing emphasis on leisure, coupled with the Government to actively promote tourism and cultural festivals, the national tourism market more warm, and it gets to promote the restaurant industry booming market.

Taichung City region the number of gourmet restaurants grew rapidly, and change the preferences on the local food culture and taste; which, with strong characteristics of Hakka cuisine restaurant also joined in this competitive market. Hakka cuisine is the rapid rise, became one of the popular dishes of Taiwan''s culinary culture, this study will examine, Taichung, Taiwan Hakka cuisine restaurant will be how to create a quality experience, in order to achieve customer satisfaction and to establish a good restaurant image and loyalty.

The major contribution of this research is done with documentation and questionnaires, the main bibliographies are, Experiencing Market by
Schmitt(1999), Customer Value by Belk(1974), as well as Behavioral Intention by Boulding et al.(1991) and related materials from domestically and also internationally. With provided materials, data related to Hakka culture restaurants will then be collected and analyzed, connection will be made between Experiencing Marketing, Customer Value and behavioral intentions in order to put together an integrated model shall be established and how they influence each other and what is the causal relation.

The result of research shows:
1.Experiencing market had positive influence on customer value;
2.Customer value had positive influence on behavioral intention;
3.Experiencing market had positive influence on behavioral intention;
4.Experiencing marketing through the mediating effect of customer value, to influence the behavioral intention;
5.The demographic variable had obvious deviations in each dimension.

並列關鍵字

Hakka cuisine restaurant ； Experiencing market ； Customer value ； Behavioral intention

參考文獻

1.台中市政府民政局

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