以婚紗公司策略性體驗模組觀點探討顧客推薦意願之整合影響模式研究

體驗經濟時代的來臨，顧客消費時除了重視產品性能或服務效益之外，亦同時重視能否從消費活動中獲得難忘的體驗及愉悅之感覺，已不再是價格的競爭。就婚紗產業而言，婚紗公司管理者充分了解顧客真實需求與期盼，進而提升產品價值與企業競爭力，是婚紗公司增強企業競爭力的重要課題。本研究經由文獻探討建構理論模型，體驗行銷策略模組直接正向影響體驗價值，而體驗價值則直接正向影響整體滿意度，最後整體滿意度也顯著正向影響顧客推薦意願，經由結構方程模式之配適度檢定，顯示本研究整體理論配適符合可接受的適合度檢定水準，表示理論模型可獲得支持。本研究整體獲得的結果，可供婚紗產業擬定行銷策略之重要參考，進而達成企業永續經營的目標。

關鍵字

策略性體驗模組；體驗價值；顧客滿意度；推薦意願

並列摘要

With the advent of the experience economy, consumers not only prioritize product performance and service benefits but also seek unforgettable and enjoyable experiences through consumption activities. It is no longer a price competition. In the wedding industry, for example, company managers must thoroughly understand customers' real needs and expectations to enhance product value and corporate competitiveness-factors which are the most critical in improving the competitiveness of wedding companies. This study proposes a theoretical model while referencing the extant literature. The strategic experiential module directly and positively affects experiential value, which in turn has a direct positive influence on total satisfaction. In addition, final total satisfaction has a significantly positive impact on customers' willingness to recommend. A structural equation model is applied to test the goodness of fit. The results show that the overall model fit is within the acceptable level, and thus, the theoretical model is supported. The findings of this study can serve as a useful reference for the wedding industry to formulate marketing strategies and achieve operational sustainability.