探討體驗行銷、品牌形象與品牌忠誠關係之研究----以SPA體驗為例

過去許多研究曾顯示品牌形象良好的企業容易創造高忠誠度的顧客，對於體驗行銷較少被討論，尤其是SPA業態。本研究以SPA體驗的消費者為對象，探討對SPA館消費者體驗行銷活動能否傳達公司品牌形象？是否影響品牌忠誠？以及是否會正向強化品牌形象與品牌忠誠的關係？本研究採橫斷式研究，便利抽樣方式，以問卷為測量工具，使用SPSS17.0統計軟體為資料分析工具，使用之統計研究方法有敘述性統計、項目分析、信度分析、相關分析與迴歸分析。結果顯示體驗行銷對品牌形象與品牌忠誠皆有顯著正相關，品牌形象對品牌忠誠有顯著正相關。體驗行銷預測品牌形象與品牌忠誠的聯合解釋力分別達46.0%、30.8%的變異量，僅情感體驗、行動體驗達顯著。品牌形象預測態度忠誠與行為忠誠的聯合解釋力分別達55.9%、13.3%的變異量，前者皆達顯著，後著僅形象經驗性達顯著。體驗行銷對品牌形象與品牌忠誠關係未達顯著，不具干擾效果。

關鍵字

體驗行銷； SPA ；品牌形象；品牌忠誠

並列摘要

In the past, many studies have shown that Branded image is easy for businesses to create high loyalty customers, and are less involved in experiential marketing, especially SPA.This study to SPA experience of consumers as the object, to explore the SPA salon consumer experience can convey the company's brand image? Does it affect brand loyalty? And whether it will strengthen the brand image and brand loyalty relationship? In this study, we used cross-sectional study to facilitate the sampling method, using the questionnaire as the measurement tool, using SPSS17.0 statistical software as the data analysis tool. The statistical research methods used were narrative statistics, project analysis, reliability analysis, correlation analysis and regression analysis. The results show that the marketing experience has a significant positive correlation with the brand image and brand loyalty, and the brand image has a significant positive correlation to brand loyalty. Experience marketing predicted brand image, brand loyalty and behavioral loyalty of the joint explanatory force of 44.0%, 27.0%, 9.8% of the variance, only the emotional experience and action experience were significant.Brand image prediction attitude loyalty and behavioral loyalty of the joint explanatory power were 55.1%, 13.3% of the variance, are significant.Experience marketing has no interference effect on brand image and brand loyalty.