跨國性服務業體驗行銷、品牌權益與顧客滿意度的關聯性之研究- 以IKEA為例

Study on the Relations among Experiential Marketing, Brand Equity and Customer Satisfaction-Taking IKEA as an Example

林宜蓉(I-Jung Lin)

指導教授 ： 謝介仁

長榮大學/管理學院/國際企業研究所/碩士(2009年)

https://doi.org/10.6833/CJCU.2009.00001

摘要

21世紀的消費者的行為已經邁向一個新的體驗舞台，並早已超越過往以銷售產品及提供服務為銷售方式，而改走精心設計的舞台體驗。消費者對於產品的要求，也逐漸由理性的決策行為轉為情感的需求。
消費者追求的是一種終身難忘的消費環境及令人愉悅的滿意經驗。過去決定商品成敗的重要指標為「市場占有率」，但如今強調的已逐步更動為主張產品必須要有態度的「心靈占有率」，也因為如此，「心靈占有率」遂蛻變為產品銷售致勝關鍵，也成為品牌行銷應重視的新方向。
本研究以品牌權益為干擾變數，探討體驗行銷與顧客滿意度之間的關係，以宜家家居(IKEA)之消費者為研究對象，使用問卷調查法蒐集資料，問卷回收後應用SPSS 14.0，分別進行因素分析、信效度分析、層級迴歸分析，得出以下結果：(1)體驗行銷對品牌權益具有顯著正向影響關係；(2) 品牌權益對體驗行銷具有顯著正向影響關係；(3) 品牌權益對顧客滿意度具有顯著正向影響關係；(4) 品牌權益對體驗行銷影響顧客滿意度呈現顯著干擾效果。

關鍵字

體驗行銷 ； 品牌權益 ； 顧客滿意度

並列摘要

The consuming environment in the 21st century has already moved towards a new experiential marketing stage, and it was not the same the past marketing method which were only sold the products and provided service. Nowdays it is toward the experienced of products and service designed meticulously.
Consumer's demand for the quality of the products had been transfed from rational decision behavior to a demand of the emotion one. Now, the consumers pursuing is the different consuming environment and it made the comsumer have a life Memory and satisfactory experience. “Market Share” was the important indicator of determining the products success or failure. However, nowdays it emphasized the products must have attitudes for the Mind Share, and it’s the key of products winning gradually. It also became the new direction which should be paid attention to in the brand marketing.
In my research, I try to take Brand Equity as an extraneous variable to explore the relations between experiential marketing and Customer Satisfaction.
The questionnaires were applied in the study, and the SPSS 14.0 of statistic analyses also were used and those were factor analysis, correlation analysis and hierarchical regression analysis including.
The results of this thesis were mainly as below：1. Experienial Marketing has significantly positive effect on Customer Satisfaction.2. Brand Equity has significantly positive effect on Experiential Marketing and Customer Satisfaction.3. Brand Equity has intervening significantly positive effect on Experiential Marketing and Customer Satisfaction.

並列關鍵字

Experiential Marketing ； Brand Equity ； Customer Satisfaction.

參考文獻

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