消費者購買產品與服務時,已經不單純只是想解決需求,更是在追求刺激、凸顯個人品味或令人難以忘懷的實際體驗感受,故對行銷人員來說,已經不再只是注重產品的功能與利益,而是要將重點擺在顧客的體驗過程。本研究主要目的在探討顧客身處不同的服務場景、該咖啡品牌的形象、以及消費體驗的過程中對顧客滿意度之影響,過去文獻中,鮮少利用體驗行銷作為中介變數,因此本研究選用體驗行銷來進行中介效果之驗證,並以連鎖咖啡業-多那之的店內與店外顧客為主要的研究對象,利用分層抽樣進行問卷調查。 本研究針對店內與店外顧客各發出 380 份問卷,共計 760 份問卷,問卷回收有效率分別為 90%與 89%。統計方法使用 SPSS 中的敘述性統計、信效度分析、因素分析、皮爾森相關分析與迴歸分析。 研究結果發現:服務場景、品牌形象與體驗行銷皆具有顯著之影響;店內體驗行銷對服務場景、品牌形象對顧客滿意度之間具有部分中介之效果,表示服務場景及品牌形象對顧客滿意度之顯著影響有部分來自於體驗行銷;店外體驗行銷則是不具有任何中介之效果。
When consumers buy the products and services, is not trying to solve their demands, but is pursuing the stimulus, highlighting the personal taste and make an unforgettable for the actual experience. For marketers, is already not focus on the product's features and benefits, but rather to focus on the customer experience process. This research aimed to exploring the influences of servicescape, brand image and experiential marketing on customer satisfaction. According to the literature, rarely using the experiential marketing as an mediator variable. Therefore, this research used experiential marketing for mediating variable. And choose the chain coffee industry – Dountes’ customers as the main object of research, and use of the strarified sampling to proceed the questionnaire. In this study, in-store and out of store customers each issued 380 questionnaires, a total of 760 questionnaires, questionnaires recovery rates were 90% and 89%. Statistical methods used SPSS for descriptive statistics, reliability analysis, validity analysis, factor analysis, Pearson product-moment correlation coefficient and regression analysis. The results showed that: The servicescape, brand image and experiential marketing all have significant impact; in-store’s experiential marketing for servicescape, brand image on customer satisfaction had partially mediated the effect, which means that servicescape and brand image for customer satisfaction’s significant impact were from the experiential marketing partially. Out of the shop, experiential marketing does not have any mediator effect.