體驗行銷策略之研究：誠品信義旗艦店之個案探討

林暄蕎

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體驗行銷策略之研究：誠品信義旗艦店之個案探討

Experiential Marketing Strategies : A case study of Eslite Xin Yi Store

林暄蕎 , Masters　　Advisor：祝鳳岡　　

繁體中文

體驗行銷；顧客滿意度；顧客忠誠度；體驗經濟

Abstract │ Reference (51) │ Times Cited (6) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

This research is a case study of Eslite Xin Yi Store, based on “Experiential Marketing” theory by Schmitt (1999). My goal is to explore the business idea of Eslite Xin Yi store, so that consumers are willing to spend more time to stay than usual . I also want to explore the consumer’s feelings to understand whether the experiential marketing strategy of Eslite Xin Yi Store have positive effect on the customer satisfaction and loyalty. I use in-depth interviews and questionnaire as the method to the research.

The results are : SEMs (Strategic Experiential Modules) of experiential marketing, customer satisfaction and loyalty are positive correlation. In addition to related experience, the other four experiences are near significantly with customer satisfaction and customer loyalty.

This research made the following recommendations to the firms that : 1. they should pay attention to the design of products decoration in the sensing experience. 2. they should allocate the atmosphere according to the distinguishing feature of products in the feeling experience. 3. they should take the advantage of multimedia equipments to present the diversity of products information the thinking experience. 4. they should provide for self-service enquiry in the acting experience. 5. they should plan a wide variety of activities in the relating experience.

Reference ( 51 ) 〈TOP〉

司徒達賢（1995）。《策略管理》。台北：遠流。
連結：
李盈瑩（2000）。《複合品牌策略、核心資源、商圈生態類型對品牌權益影響之研究—以大台北商圈為實證》。中原大學企業管理研究所碩士論文。
連結：
夏業良、魯煒譯（2003）。《體驗經濟時代》，台北：經濟新潮社。（原書Pine, B. J. Jr., & Gilmore, J. H. 〔1999〕. The experience economy : work is theatre & every business a stage . Boston, Mass.：Harvard Business School Press）
連結：
Barnard, Chester I.（1938）. The Functions of the Executive. Cambridge: Harvard University Press. Part I, II.
連結：
Cardozo, R. N.（1965）.An Experimental Study of Customer, Effort, Expectation and Satisfaction. Journal of Marketing Research, 11, no. 2, 244-249.
連結：

Times Cited (6) 〈TOP〉

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