體驗行銷、顧客滿意度與顧客忠誠度關係之研究－以大台北地區連鎖咖啡店為例

The Study of the Relationship among Experiential Marketing, Customer Satisfation and Customer Loyalty

林陽助(Yang-Chu Lin) ； 林秀貞(Hsin-Chen Lin) ； 李宜致(Yi-Chih Lee)

《顧客滿意學刊》 3卷2期 (2007/09) Pp. 57-94

https://doi.org/10.30066/JCS.200709.0003

摘要

本研究主要探討體驗行銷、顧客滿意度和顧客忠誠度之關係，體驗行銷之概念採用Schmitt(1999)提出的五個構面：感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗。以台北地區知名的連鎖咖啡店：統一星巴克、丹堤咖啡、伊是咖啡和西雅圖極品咖啡為研究產業，採用便利抽樣的方式發放問卷。研究方法採用因素分析、相關分析、迴歸分析以及敘述性統計。研究結果如下所示：(1)情感體驗、關聯體驗個別對顧客滿意度有正向影響；(2)顧客滿意度對顧客忠誠度有正向影響；(3)關聯體驗對於顧客滿意度的影響最大。

關鍵字

體驗行銷 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The Study focuses on the relationships among experiential marketing, customer satisfation and customer loyalty. The concept of experiential marketing is according to the research of Schmitt (1999). There are five dimensions in his study: sense, feel, think, act and relate.The Research subjects are four famous coffee chain sotres in Taipei: Starbucks Coffee, Dante Coffee, IS Coffee and Barista Coffee. Research methods are used by factor analysis, correaltion analysis, regression analysis and descriptive statistics. The conclusions of this research are summarized as following:
1. The feel experience and relation experience have significantly positive influence to customer satisfation.
2. Customer satisfation have significantly positive influence to customer loyalty.
3. The relation experience has greatest influence to customer satisfation.

並列關鍵字

Experiential Marketing ； Customer Satisfaction ； Customer Loyalty

參考文獻

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