拜網際網路之賜,這個廣大世界儼然成為一個地球村,企業也開始走向國際化,同時也在不同的地方追求組織的最大生產效能與賺取最大的利潤。在這個新世代中,消費者意識抬頭,從最初的重量不重質的消費方式,蛻變成現在的重「質」不重「量」的消費觀念。對於企業而言,為了提高企業的營運績效、追求永續發展,企業必須提出並採取更有效的體驗行銷方案,提昇與顧客之間的關係,進而追求更大的營運績效,並維持企業競爭力與優勢。此外,較高的顧客滿意度能夠增加顧客對於公司產品或服務的回購率,進而增加企業的營運績效。於此,本研究主要目的是為以體驗行銷的角度出發,來探討顧客滿意度對營運績效的影響。 本研究以全台7家鼎泰豐的消費者、管理階層與為問卷發放對象,共計發放350份問卷,回收之有效問卷為238份,回收率達68%。回收之問卷輔以SPSS14.0統計軟體進行因素分析與迴歸分析等方法來進行數據的分析與解釋。 研究結果顯示:(1)體驗行銷對於顧客滿意度具有顯著正向影響;(2)顧客滿意度對於營運績效具有顯著正向影響;(3)體驗行銷對於營運績效具有顯著正向影響;(4)顧客滿意度對於體驗行銷與營運績效具有中介效果。 最後於此,本研究希望藉由研究結果,能提供餐飲業者擬定體驗行銷方案時的些許建議與參考依據。 關鍵字:體驗行銷、顧客滿意度、營運績效
Because of wild spread of internet, the whole world becomes a global village. To pursue the biggest production utility and gain the largest profits, the enterprise move toward internationalized. In this new generation, consumer awareness is arising from quantity instead of quality to quality instead of quantity. For Cooperation, the entrepreneurs should bring up and take action on more effective Experiential Marketing programs to lift up the operating performance. In addition, keeping high competitiveness and advantages is on the way of steady-going relationship with customers. And higher customer satisfaction would reinforce customers’ repurchased rate of service or production of one company. Therefore, the purpose of this study is to discuss the effects of customer satisfaction on operating performance in the view of experiential marketing. The data of this study come from the customers, management supervisors in seven shops of Din Tai Fung. The total payments are 350 questionnaires and 238 of them are valid, overall response rate is 68%. The valid questionnaires supplemented by SPSS14.0 statistical software for Factor analysis and Regression analysis to explain and analyze the data. The results of this study reveal: .Experiential Marketing has significant and positive impacts on Customer Satisfaction. .Customer Satisfaction has significant and positive impacts on Operating Performance. .Experiential Marketing has significant and positive impacts on Operating Performance. .Customer Satisfaction has intermediary effects on Experiential Marketing and Operating Performance. Finally, the author hopes that the result of this study can offer some suggestions and directions for the Restaurant Service. Key Words: Experiential Marketing、Customer Satisfaction、Operating Performance
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