線上與線下行銷、顧客體驗品質與顧客公民行為間關係之研究

The Effects of Online and Offline Marketing and Customer Experience Quality on Customer Citizenship Behavior

吳佳玲(CHIA-LING WU)

指導教授 ： 李冠穎 ； 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2018年)

摘要

隨著體驗經濟時代的來臨，消費者不再只是關注產品本身，更重視的是購物過程中的氣氛和體驗品質。然而，行銷之父科特勒等人於書中提到，在行動社群蓬勃發展的時代，顧客開始傾向於跟隨親朋好友，甚至是陌生人的帶領，這已逐漸取代傳統的行銷傳播，企業亦開始察覺到，顧客可以成為其組織結構之下，如同一名臨時性的員工，並自願性地為企業效力。
　　因此，本研究探討線下、線上行銷的「周圍因素」、「設計因素」、「社會因素」、「價格促銷」、「線下顧客體驗品質」、「線上顧客體驗品質」及「顧客公民行為」各構面間之影響。問卷發放是以實體和網路問卷同時發放，共計522份問卷，其中有效問卷有488份，無效問卷有34份。以SPSS 22.0版和AMOS 21.0版作為資料分析工具，進行敘述性統計分析、驗證性因素分析、信效度分析、結構方程模式以及配適度檢定分析。
　　本研究結果顯示：線下行銷的「設計因素、社會因素、價格促銷」對線下顧客體驗品質有顯著正向影響；線上行銷的「周圍因素、設計因素、社會因素、價格促銷」對線上顧客體驗品質有顯著正向影響；線上顧客體驗品質對線下顧客體驗品質有顯著正向影響；線下、線上顧客體驗品質皆對顧客公民行為有顯著正向影響。而線下行銷的「周圍因素」對線下顧客體驗品質並無顯著正向影響。

關鍵字

顧客公民行為 ； 顧客體驗品質 ； 價格促銷 ； 商店環境

並列摘要

As the advent of the age of economic experience, consumers understand that the important things are not the products, but is the atmosphere and experience quality when they buy things. However, Philip Kotler, Hermawan Kartajaya and Iwan Setiawan mentioned in the book, “In the vigorous development of mobile communities, customers tend to follow the lead of relatives, friends, and even strangers.” This has gradually replaced traditional marketing communications, and companies have begun to realize that customers can become as temporary employees under their organizational structure. And, to voluntarily work for the company.
　　Therefore, this study investigates the influence between “Ambient factors, design factors, social factors, and price promotions” of offline and online marketing, “Offline customer experience quality”, “Online customer experience quality” and “Customer citizenship behavior.” Questionnaires are issued at the same time as physical and network questionnaires, granting total recovered 522 questionnaires, including 488 valid questionnaires and 34 invalid questionnaires. SPSS 22.0 and AMOS 21.0 were used as data analysis tools for descriptive statistical analysis, confirmatory factor analysis, reliability and validity analysis, structural equation modeling, and test of Goodness-of-fit analysis.
　　The results of this study show that “Design factors, social factors, and price promotions” of offline marketing have a positive and significant impact on offline customer experience quality. “Ambient factors, design factors, social factors, and price promotions” of online marketing have a positive and significant impact on online customer experience quality. Online customer experience quality have a positive and significant impact on offline customer experience quality. Offline and online customer experience quality have a positive and significant impact on customer citizenship behavior. But, “Ambient factors” of offline marketing did not have a positive and significant impact on offline customer experience quality.

並列關鍵字

Customer citizenship behavior ； Customer experience quality ； Price promotions ； Store environment

參考文獻

中文參考文獻

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2.Kotler, P., Kartajaya, H. & Setiawan, I. (2017)。行銷4.0:新虛實融合時代贏得顧客的全思維（劉盈君譯）。臺北市：天下雜誌股份有限公司。（原著發行於2016）

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