本文旨在探討體驗行銷對顧客滿意度影響之決定因素及其彼此間的關聯效果,期能作為觀光旅遊推動者與遊客在進行觀光旅遊決策時之參考基礎。分析過程選擇新竹科學工業園區產業觀光旅遊為研究範圍,針對參訪過新竹科學工業園區的遊客進行問卷調查,總計得到420份有效問卷,並經由因素分析與線性結構模式(LISREL)進行實證分析。 基本上,本文藉由顧客認知價值觀點,探討體驗行銷對顧客滿意度影響之決定因素及其彼此間的關聯效果。實證結果顯示,體驗行銷對顧客認知價值具有正面的影響效果;顧客認知價值對顧客滿意度具有正面的影響效果;藉由顧客認知價值的中介效果可以使體驗行銷對顧客滿意度產生顯著的正面影響效果。上述影響效果可以確立顧客認知價值在本研究之建構模式中所扮演的中介變數角色。政府單位或旅遊業者等相關推動人士宜在顧客認知價值方面投入更多資源,並藉由顧客認知價值的中介效果,讓其所塑造的竹科體驗行銷策略可以對遊客的顧客滿意度產生正面的影響效果。冀望本文之研究結果對於各觀光推動者與遊客在擬定觀光旅遊決策時,可提供其參考之依據。
The main purpose of this study is to investigate the interrelationships between the experiential marketing and consumer satisfaction via consumer perceived value. In the process of analysis, the site of Hsinchu Science Park are selected as a research object. The linear structure relation(LISREL) method is applied to estimate the above interrelationships. Basically, this study explores the determinants which effect the linkage and analyze interrelationship between experiential marketing and consumer satisfaction through consumer perceived value. The empirical results reveal there are significantly positive effects of experiential marketing on consumer perceived value; significantly positive effects of consumer perceived value on consumer satisfaction; significantly positive effect of experiential marketing on consumer satisfaction. By the mediation effect of consumer perceived value, these effects establish consumer perceived value as the role of mediation variables in the model. Finally, tourism promoters and government agency may put more resources on consumer perceived value, and generate positive effect of experiential marketing on consumer satisfaction through the mediation effect of consumer perceived value.
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