利用灰關聯分析探討主題式的休閒產業之體驗行銷與顧客滿意度-以心之芳庭為例

Apply Grey Relational Analysis to Study Experience Marketing and Customer Satisfaction of theTheme-Based Leisure Industry- Take Moncoeur as an Example

郭覲瑄(Jin-Syuan kuo)

指導教授 ： 葛 維 鈞

朝陽科技大學/管理學院/企業管理系碩士在職專班/碩士(2012年)

摘要

隨著經濟時代之變遷，國人對於休息遊憩的重視以及生活品質的要求呈現持續攀升的現象，使整體休閒產業發展更為成熟與多元化，並為台灣休閒產業發展帶來轉機。本研究係以體驗行銷主題餐廳－心之芳庭為研究對象，研究期間以發放問卷方式，透過灰關聯分析，探討體驗行銷與顧客滿意度之影響程度。希望藉由研究結果提出建議，以促進心之芳庭業績提升。
研究架構以「體驗行銷」、「顧客滿意度」兩大構面，經灰色分析以了解顧客心中滿意度次序高低，可了解兩大構面中因素排序，提供業者可以掌握住顧客的需求及另外並給予實質上的建議，在兩大構面來說，心之芳庭的「企業形象與整體價值感構面」分析數據為最高，可見母公司薰衣草森林多年來在休閒產業上不斷的用心經營之下，能讓心之芳庭開幕近幾年，能迅速反應獲得顧客認可，而企業形象與整體價值感可視為無形資產，卻是顧客非常重視的一環節，可見企業形象與價值感並不是短期間可見到成效需永續經營 ，只要業者懂得在顧客方面持續深耕企業形象與整體價值感，而在員工方面，則是加深彼此之間的凝聚力，就是最大的優勢。

關鍵字：心之芳庭 體驗行銷 灰關連分析

關鍵字

體驗行銷 ； 顧客滿意度灰關連分析 ； 心之芳庭

並列摘要

Showing the phenomenon continues to rise with the changing economic times, the attention of the people for the rest of the recreation and quality of life requirements, so that the overall development of leisure industry is more mature and diversified, and turn for the better development of the leisure industry in Taiwan.In this study, experiential marketing theme restaurants - the heart of the fang court as the research object during the study period to disseminate the questionnaire, through the gray relational analysis to explore the impact of Experiential Marketing and Customer Satisfaction. The study concludes with recommendations to promote heart Fong court to enhance the performance.
Research framework "Experiential Marketing", "Customer Satisfaction" two dimensions, the gray analysis in order to understand level of the order of satisfaction of the customer in mind, and then sort through the dimensions of factors, the industry can grasp the needs of customers and substantive recommendations Fong court of heart "corporate image and the overall sense of the value dimensions in two dimensions," Analysis of data for the highest visible parent company lavender Cottage, corporate image and sense of the value, under the constant intention of operating Fang Ting opening, make heart in recent years, rapid response for customer recognition, visible corporate image and sense of the overall value is a very important customer, as long as sustained deep plowing corporate image and the overall sense of the value of the industry to understand the customer, while the staff, is to deepen the cohesion between each other, is the greatest advantage.
Keywords: Moncoeur experience marketing gray related analysis

並列關鍵字

experience marketing ； Moncoeur ； gray related analysis

參考文獻

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