以體驗行銷觀點探討複合式游泳池經營品質之研究

A Study on Quality of Complex Swimming Pool from Experience Marketing Viewpoint

曲宏義(Chu-Hung Yi)

指導教授 ： 吳天方博士 ； 蔡碩倉博士

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2009年)

摘要

現代生活緊張多變由於消費型態的改變，越來越多人藉複合式游泳池來放鬆疲勞的身心和追求健康的身體。日本品質管理專家狩野紀昭（Noriaki Kano）所提出之Kano二維品質特性分類模式的觀念常被廣泛應用於顧客滿意度特性分類上，複合式游泳池屬於高度服務性產業，本文藉由kano二維品質模式探討複合式游泳池經營項目品質屬性。體驗行銷的品質要素歸類為魅力品質、一元品質、當然品質、無差異品質及反轉品質等五類。本研究依據Schmitt體驗行銷之感官、情感、思考、行動與關聯五個構面，建構複合式游泳池體驗量表，編製適合之問卷題目，並進一步分析複合式游泳池體驗行銷品質要素，釐清可增加滿意及減少不滿意的品質要素項目。研究發現複合游泳池消費品質要素的認知，絕大部分具有二元觀念看法，再以卡方檢定分析發現，複合游泳池消費行為顯示性
別、年齡、教育程度、職業與消費次數及泳池類型和產品項目具有顯著差異。

關鍵字

複合式游泳池 ； kano二維品質模式 ； 體驗行銷

並列摘要

Due to the change of customer purchasing style, modern life became much nervous and changeful. More and more people relax their mind and peruse health by Complex Swimming Pool. Japanese expert of Quality Management, Noriaki Kano, released two-dimension quality element’s characters which concept was applied to type classification of customer satisfaction. Complex Swimming Pool belongs to highly Service Industry, the context discussed project management and quality properties of Complex Swimming Pool. The main quality elements of experience marketing are Attractive Quality, One-dimensional Quality, Must-be Quality, Indifferent Quality and Reverse Quality. Research based on Schmitt’s experience marketing including senses, emotions, thought, mobile and connection. For the purpose of increasing satisfaction and decreasing unsatisfied quality elements, we can set up Measurement Scales of Complex Swimming Pool, design an appropriate questionnaire and even analyze Complex Swimming Pool’s quality elements of experience marketing. The study showed quality elements of Complex Swimming Pool, most of them from the concept of two-dimension. Besides, by chi-square test analysis , Complex Swimming Pool’s customer behavior revealed sex, age, level of education, occupation, spending times, types of swimming pool and product items mostly display obviously different.

並列關鍵字

Complex Swimming Pool ； Kano’s two-dimension quality model ； experience marketing

參考文獻

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