體驗行銷、品牌形象、顧客滿意度和忠誠度關係之研究─以棉花田生機園地為例

The Study on the Relationships among Experiential Marketing, Brand Image, Customers' Satisfaction and Loyalty : A Case of Organic Cotton Fields Store

曾柏憲(Bo-Sian Zeng)

指導教授 ： 雷立芬

國立臺灣大學/生物資源暨農學院/農業經濟學研究所/碩士(2013年)

https://doi.org/10.6342/NTU.2013.10781

摘要

隨著進入體驗經濟的時代，傳統行銷已經無法滿足消費者。體驗行銷強調顧客不只重視消費產品或服務，也開始重視感受到的體驗。目前有關體驗行銷的相關研究，多針對各行各業與不同角度提出看法，但只是注重對體驗行銷的探討，對與品牌形象之間影響關係的研究較少。1992年棉花田生機園地成立，目前是大台北地區分店數最多的有機商店，並且在「2012綠色品牌大調查」中入選企業第九名，也是全台灣有機商店唯一入選前30名的企業。因此本研究以棉花田生機園地為研究對象，於2013年4月1日至4月30日間以簡單便利抽樣在棉花田生機園地的門市進行問卷調查，共發出360份問卷進行調查，有效問卷331份。並以結構方程模型（Structural Equation Model）進行實證分析。主要探究體驗行銷、品牌行象和顧客滿意度、忠誠度間的影響關係。
主要實證結論包括：體驗行銷對品牌形象與顧客滿意度具有顯著正面影響；品牌形象對於顧客滿意度與顧客忠誠度兩者都具顯著正面影響；顧客滿意度對顧客忠誠度具顯著正面影響。有機商店的食品安全不論在象徵性、功能性還是經驗性上，都會影響品牌形象在消費者心中的評價，建議政府修改「糧食管理法」和「食品衛生管理法」對食品檢驗行政裁量重疊的問題，提升有機商店食品安全的保障；此外，有機商店產品種類的多寡和價格水準亦是影響消費者滿意度和忠誠度的重要因素，而要增加有機商店產品的多元性跟降低產品的價格水準應從增加有機農戶認證的數量著手，調降有機認證費用，提升有機農戶生產意願，進而降低有機產品的價格。

關鍵字

體驗行銷 ； 品牌形象 ； 顧客滿意度 ； 顧客忠誠度 ； 結構方程式

並列摘要

With the era of experience economy coming, traditional marketing method has a difficulty in satisfying customers. New concept of experience marketing focuses not only on consuming product or services but also on receptive experience. Recently have seen a great deal of work on experience marketing, but very little attention had ever been paid to what relationship between experience marketing and brand image. Established in 1992, Organic Cotton Fields Store owns the largest number of organic branch stores in grand Taipei area, and was selected and ranked as a ninth enterprise in “2012 Top Green Brand”, it meant that the company was the only one organic company who was selected as one of top 30 enterprises in this survey. The research selected Organic Cotton Fields Store as the participant and employed questionnaire as survey tool. Base on the sampling principle of simplicity and convenience, the questionnaire survey took place during 2013/4/01 through 4/30, 360 questionnaires were fulfilled in the branch stores for responding, and the effective responses were 331. The effective questionnaires were empirically analyzed with Structural Equation Model. The major exploration was the relationship among experience marketing, brand image and customer satisfaction, customer loyalty .
The main empirical conclusions comprised of: experience marketing contributed a significant positive impact on brand image and customer satisfaction; brand image had a significant positive impact on both customer satisfaction and customer loyalty; customer satisfaction had a significant positive impact on customer loyalty. Food safety in organic store would impact customers’ evaluation of brand image, no matter in the aspect of symbolism, functionality, and experience. The results of this research suggest government to amend Enforcement Rules of Food Administration Act and Act Governing Food Sanitation so as to eliminate the problem of overlapping administration discretion over food inspection. By doing so, the warranty of food safety in organic store would be improved. In addition, product variety and price level in organic store are vital factors which impact on customers’ satisfaction and loyalty; therefore, in order to increase the variety of products and reduce product’s price level in organic stores, the things must to do are to increase the number of certificated organic farmers, cut down organic certificate fee, boost organic farmers’ produce ambition so as to lessen the price of organic products.

並列關鍵字

Experience Marketing ； Brand Image ； Customer Satisfaction ； Customer Loyalty ； Structural Equation Model

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