自Schmitt(1999)提出體驗行銷之概念,現在觀光、服務等產業已使用得相當廣泛。近年來興起的智慧型手機產業,顛覆了過去對手機的想法,成為近年來成長最快的新興產業之一,也是手機品牌大廠重要的獲利來源,戰況也相當激烈,本研究觀察到,除了觀光、服務等產業著重消費者的體驗,智慧型手機為抓住消費者的注意,有別於以往的傳統行銷方式,也重視給予顧客全方位的體驗,從中勝出。因此,本研究針對智慧型手機之體驗行銷了解其對顧客滿意度之影響,並且已人格特質為調節變數,了解不同的人格特質對智慧型手機之體驗行銷有調節的作用。本研究之目的有二:(1)探討體驗行銷對顧客滿意度的影響(2)人格特質對體驗行銷與顧客滿意度間之調節效果 。 本研究利用紙本與網路的方式發放問卷,總計回收370份有效問卷,以SPSS為統計工具,以迴歸分析與判定係數的變化量了解智慧型手機之體驗行銷對顧客滿意度之影響與人格特質在其中的調節學效果,得到結果如下:感官、情感、關聯、行動體驗對顧客滿意度具正向之影響。思考體驗對顧客滿意度具負向影響。和善性對情感體驗有負向調節效果。支配性對關聯體驗具負向調節效果。開放性對情感體驗具負向調節效果,對行動體驗具正向調節效果。神經性不具調節效果。嚴謹性對關聯與行動體驗具正向調節效果。
Since Schimitt(1999) proposed the concept of experiential marketing, tourism and services industry have usually used them. Smart phone become the popular industry in recent years. It is also the important source of benefit of the cell phone brand producer. We observed that producer provide experience to customers in order to catch their notice. It is difference from the traditional marketing in cell phone industry. Therefore we study to understand that impact of experiential marketing of cell phone on customer satisfaction and personality traits is moderator. The purpose of this study include: (1) to explore the impact of experiential marketing of smart phone on customer satisfaction (2) to explore the moderator effect of personality traits. The sample of research includes 370 with paper and internet. The following are the discovers in this research: (1) Sense, Feeling, Act, Relate experience influence positively customer satisfaction. Think experience influence negatively customer satisfaction.(2) Personality traits are partially as moderator.
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