體驗行銷、體驗價值及顧客滿意度對口碑行銷之影響-以婚宴會館為例

由於大環境之改變, 體驗行銷的時代已來臨，消費者(新人)愈來愈注重婚宴的品質以及其獨特性，因此本研究從消費者的微觀點探討大型餐飲婚宴市場目前的整體經營狀況及消費者之主要需求，藉此研究推估未來婚宴市場的發展趨勢，期望透過本研究的分析與探討，對未來婚宴餐飲業者，在整體規劃婚宴市場時有所幫助。本研究採用量化研究方法，研究結果發現「口碑」是最為有效的婚宴行銷方式。本研究以當天參加過婚宴的消費者為研究對象，共發放問卷300份全部回收，其有效問卷253份。實證結果發現：由產品差異化的延伸，可使婚宴產品朝精緻化及個性化來發展、體驗行銷對於顧客滿意度有顯著的正向影響、體驗行銷對於體驗價值有顯著的正向影響、體驗價值及顧客滿意度對於口碑行銷有顯著的正向影響。關鍵字：體驗行銷、體驗價值、顧客滿意度、口碑行銷

關鍵字

體驗行銷；體驗價值；顧客滿意度；口碑行銷

並列摘要

Because of the era of experiencing marketing, consumers pay more and more attention to the quality of wedding banquet and its uniqueness, so the purpose of this study is to discuss the current overall operating situation, and consumer needs of large-scale catering wedding banquet market, and to estimate the development trend of future wedding banquet. It is hoped that through the analysis and discussion of this research to help the future wedding catering business people in planning the wedding banquet market. This study using quantitative research methods, the results found to be the most effective wedding marketing methods, by the study found that the extension of product differentiation, wedding products to refinement and personalization to develop. In this study, the consumers who participated in the wedding banquet on the same day, 300 questionnaires were distributed and 253 copies were valid. The empirical results showed that “experiencing marketing” had a significant positive impact on “customer satisfaction”, “experiencing marketing” had a significant positive impact on “experiencing value”, and “experiencing value” and “customer satisfaction” had a significant positive impact on “word-of-mouth marketing” Keywords: Experiencing Marketing, experiencing value, Customer Satisfaction, Word-of-Mouth Marketing