體驗行銷與體驗價值對顧客滿意度與顧客忠誠度之關聯性研究－以台中文化創意產業園區為例

The Relationship among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty ─An Empirical Study of Taichung Cultural & Creatives Park

張翔智(Hsiang-Chih Chang)

指導教授 ： 林孟璋 ； 張真堯

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

體驗經濟時代的來臨，產品與服務的差距越來越小，顧客所追求的是親身的參與，而獲得獨一無二的體驗感受，於是體驗行銷概念因此興起，企業必須創造具吸引力的場所，讓企業與消費者共同參與，讓消費者沉浸在體驗過程中，創造消費者美好的回憶，未來消費者體驗將是行銷上主要戰場。
本研究主要探討體驗行銷、體驗價值、顧客滿意度和顧客忠誠度之間的關係，體驗行銷的概念乃採用Schmitt（1999）提出的五個構面：感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗;而體驗價值主要採Mathwick，Malhotra and Rigdon（2001）所提出的四個分類「消費者投資報酬」、「服務優越性」、「美感」、「趣味性」，作為體驗價值的構面。並以台中文化創意產業園區為研究對象，採便利抽樣方式發放問卷。研究的方法主要採用敘述性統計、變異數分析、相關分析、迴歸分析。
研究結果如下所示：
一、 體驗行銷對體驗價值有正向關係
二、 體驗行銷對顧客滿意度有正向關係
三、 體驗價值對顧客滿意度有正向關係
四、 顧客滿意度對顧客忠誠度有正向關係

關鍵字

顧客忠誠度 ； 顧客滿意度 ； 體驗行銷 ； 體驗價值

並列摘要

Since the advent of experiencing economic era, the disparity between products and service is gradually vague. The feeling of participation in person became what the customer pursues. Such experiential marketing now is gradually popular. It is very important to enterprises to create an atmosphere or arena for customers, let them participate, enjoy together and obtain a good consumption memory. Consumer experiential marketing should be a big topic in the future.
The Study is focus on the relationships among experiential marketing, experiential value and customer loyalty. The concept of experiential marketing is according to the research of Schmitt(1999).There are five dimensions in his study: the senses, feelings, thinking, acting and relating. The concept of experiential value is according to the research of Mathwick,Malhotra and Rigdon(2001).There are four dimensions in his study: customer return on investment, service excellence, aesthetics, playfulness.
My research object is about Taichung Cultural & Creative Industries Park. I use convenient sampling to arrange my questionnaire. Research Methods are descriptive statistics, correlation analysis, regression analysis . The conclusions of this research are summarized as following.
1. The experiential marketing has significantly positive influences to experiential value.
2. The experiential marketing has significantly positive influences to customer satisfaction.
3. The experiential value has significantly positive influences to customer satisfaction.
4. Customer satisfaction has significantly positive influences to customer loyalty.

並列關鍵字

Customer Loyalty ； Customer Satisfaction ； Experiential Value ； Experiential Marketing

參考文獻

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