企業體驗行銷對營運績效的影響-以顧客滿意度為中介變項之研究

黃柏瑋

doi:10.6833/CJCU.2012.00131

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企業體驗行銷對營運績效的影響-以顧客滿意度為中介變項之研究

The Effect of Experiential Marketing On Operating Performance－The Mediation Effects of Customer Satisfaction

黃柏瑋 , Masters　　Advisor：楊永昇　　Co-advisor ：謝介仁

繁體中文 DOI： 10.6833/CJCU.2012.00131

體驗行銷；營運績效；顧客滿意度； Experiential Marketing ； Operating Performance ； Customer Satisfaction

Abstract │ Reference (64) │ Times Cited (6) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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

Reference ( 64 ) 〈TOP〉

丁昭尤(2009)。「體驗行銷、體驗價值、觀光意象、遊客滿意度與忠誠度關係之研究-以台東青山休閒農場為例」。國立臺東大學環境經濟資訊管理碩是在值專班碩士論文。
連結：
王雅芳(2010)。「體驗行銷、顧客滿意度與消費價值之研究-以台中大型量販店為例」。台中暨南國際大學經營管理碩士學位學成在職專班。
連結：
江義平、李怡璇、江亦瑄(2008)。「文化主題商品體驗行銷效果之研究」。東吳經紀商學學報第六十期。
連結：
曾光華(2011)。消費者行為洞察生活、掌握行銷。台北縣：前程。
連結：
陳郁婷(2008)。「日月潭業者對觀光發展認知與營運績效之研究」。亞洲大學休閒與遊憩管理學系碩士論文。
連結：

Times Cited (6) 〈TOP〉

Altmetrics

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