隨著金融法規的開放與改革，十六家新銀行的誕生與十四家金融控股公司的掘起，對金融環境產生極大的變化。在如此競爭環境下，賦予金融業者自主的金融商品創新能力，及更具彈性的商品組合與策略，使得金融業務多元化發展，有效轉化價格競爭為品質服務競爭，進而提昇銀行獲利，為成立金融控股公司的主要精神與政府極力努力的目標。面對銀行業前所未有的挑戰，加上新台幣利率的走低、存放利差的縮減，降低逾放的壓力，大家紛紛體認開闢低風險高收入商品的重要，財富管理自然而然成為各金融機構必爭之地。花旗銀行在2001年時引進財富管理銀行概念，推動國內理財觀念的萌芽，2003年國內各種新金融商品紛紛包裝推出，財富管理一詞儼然成為本國銀行與外商銀行開拓消費金融的利器。 著眼於財富管理的快速發展，如何在最短時間內提昇顧客滿意度，是銀行業致勝關鍵。本研究從銀行業財富管理業務面透過問卷調查方式探討服務品質和顧客滿意度兩方面之關聯性研究，尋找出社會大眾在財富管理的需求，方便銀行從業人員找出業務努力方向，來創造財富管理專員、顧客、銀行三贏的局面。 研究結果顯示銀行服務品質與顧客滿意度之間是有高度相關的。所以與顧客博感情有助財富管理業務發展，而後續專業知識的增加、產品的好壞、服務的感受，以及和顧客的互動性仍要持續成長，才是銀行業競爭力的所在。

體驗行銷是進入體驗經濟後的一個重要趨勢，但綜觀過去研究，國內外文獻缺乏關於體驗行銷之實證性研究及將體驗行銷、體驗價值、品牌形象共同探討，故引發本研究之動機。 爲探討體驗行銷之知識領域，本研究以體驗行銷之策略體驗模組為自變項，顧客忠誠度與顧客滿意度為應變項，探討體驗行銷與顧客忠誠度與顧客滿意度之關係。 研究資料針對有到場或無到場觀看經驗之SBL參與者，以網路問卷調查之（便利抽樣）。於BBS上籃球版招募自願受訪者，共計回收326份，有效問卷為317份，有效問卷回收率為97.54%。資料分析採用Cronbach’s α信度分析、描述性分析、相關性分析、單因子變異數分析以及複迴歸分析來驗證假設。 研究結果顯示：策略體驗模組各構面對於顧客忠誠度與顧客滿意度成正向顯著相關。情感與關連體驗對於顧客忠誠度有正向影響。感官、思考與行動體驗對於顧客滿意度有正向影響。 / Experiential marketing is an important trend while stepping into the age of experience economy. However, reference in the past lack of specific discussion and empirical study regarding experiential marketing, customer loyalty and customer satisfaction. That’s what motivated this research. To expand the epistemic field of experiential marketing, the research used Strategic Experiential Modules of experiential marketing as the independent variable and customer loyalty and customer satisfaction as the dependent variable to explore the relationships between experiential marketing and customer loyalty and customer satisfaction. The research data was collected by internet questionnaires, which were completed by those who had experienced or participated in SBL games (convenient sampling). By recruiting volunteers on BBS basketball boards, 326 questionnaires were collected. 317 completed questionnaires are considered valid. The valid response rate is 97.54%. The data analysis adapted Cronbach’s α reliability analysis, descriptive statistics, correlation analysis, one-way ANOVA and multi-regression to verify the hypotheses. The research results indicate that the five dimensions of Strategic Experiential Modules are all positively related to customer loyalty and customer satisfaction. Sense and relate experience are positively related to customer loyalty. Feel, think and action experience are positively related to customer satisfaction.

近年來消費者不僅重視產品品質，更重視消費過程的感受。如何讓消費者擁有更好的消費經驗，是企業須積極努力的方向。另外，許多過去以銷售產品為主的企業，也開始從事顧客服務的發展。因此企業不僅要開始提供服務以提升獲利，更要提供更好的消費經驗以滿足顧客的需求。 本研究將以三家在國家品質獎與J.D. Power調查有傑出表現的企業為研究對象，期望透過研究瞭解業界如何應用持續改善循環，於組織內推廣顧客觀點的概念，將其延伸至顧客服務的規劃與落實，並進一步找出徹底落實的關鍵，同時提出相關結論與建議以供業界參考。本研究希望探討之目的如下： □ 1.企業該如何推動顧客觀點，並讓全體員工確實執行。 □ 2.企業該如何持續改善現有服務，以追求更卓越的表現。 □ 3.提出具體建議以提供業界，作為重新規劃顧客服務之參考。 本研究認為企業要落實顧客觀點，必須先塑造顧客觀點的理念與文化，再由組織與人力資源著手，如此第一線才能確實執行。而企業要規劃令顧客感到滿意的服務，要從顧客接觸或消費的過程著手，從中找出改善或是創新的環節。如此才能貼近顧客的需求，創造出令顧客感到驚喜進而滿意的服務。 企業必須持續改善與持續學習，方能提供更好的服務，產生更卓越的績效。而運用ADRIL循環，也就是持續改善循環或持續學習與創新循環，將有助於企業建立顧客所需的服務。無形的服務已儼然成為有型產品的一部分，企業必須更重視顧客服務的內容與規劃，以及第一線人員服務的落實，如此才能滿足顧客的需求，以維持企業的穩定獲利。

本研究主要是藉由個案銀行合併之後的信用卡績效表現，探討銀行合併對客戶價值維護的影響，也希望能找出銀行合併過程中，讓顧客滿意的關鍵成功因素。因此，本研究先利用公開資訊，分析台灣過去十年內的銀行合併案例，篩選出八家標的銀行，作為研究主體。將八家標的銀行合併前後的信用卡各項指標以圖表方式呈現，透過CRM指標反應，也可以發現大部分銀行在合併後的顧客滿意並未提升。因此，本研究從中挑選出表現最好的銀行與表現較不好的銀行，作為深度個案訪談研究對象，發現兩家銀行合併若能先掌握六大關鍵因素:執行策略、服務文化、流程整合、資訊系統整合、溝通、組織抗拒，想必能提供顧客一個完善且滿意的服務。 除了六大因素外，本研究在訪談過程中也發現了其他影響顧客價值維護的因素。例如銀行的品牌形象、合併的目的、是否為銀行重點發展的業務或是規模差異等原因，都有可能改變銀行對顧客維護與照顧的作法。 大部分銀行在合併時都忽略了顧客的感受，但是顧客滿意與否才是銀行是否能長期獲利的關鍵。因此不論是六大因素或是其他發現因素，都是銀行合併過程中，影響顧客服務、顧客滿意及顧客價值的驅動因子，因此，銀行若能在合併過程中落實對顧客的服務承諾及六大因素的實踐，相信合併後能產生銀行與顧客雙贏的結果。 / The purpose of the study is to investigate the impact of Merge and Acquisition (M&A) on customer value by reviewing the performance of credit card business before and after the M&A of the selected banks. The study plans to find out the critical factors which might raise the customer satisfaction in the M&A process. Therefore, the study first selects 8 target banks by analyzing the M&A cases in Taiwan in the recent 10 years with public information. The major indicators of the credit card business are analyzed and shown in figures and tables. The Customer Relationship Management (CRM) indicators reflects a truth that the customer satisfaction is not increased after the M&A for most cases in Taiwan. Hence the study chooses 5 banks including the best one and the worst one from the 8 banks as the objects for in-depth interview. Finally the study finds 6 critical factors in M&A: strategy, service culture, procedure integration, IT integration, communication, and organizational inertia. Banks can provide an excellent service if they catch the points of these 6 critical factors in the M&A process. Besides the 6 critical factors, the study also finds other important factors which might contribute to customer value in the interviews. For example, the brand image, the purpose of M&A, the principle business, and scale are influential to customer value. In conclusion, the study finds that most banks pay only a little attention to customer’s feeling in the M&A process. However, the customer satisfaction is the ultimate key point to long-term revenue for the financial industry. So the study strongly recommends in the M&A process banks should take care the 6 critical factors and other important factors fund in the research to fulfill the commitment to customer. The effort in customer satisfaction in the M&A process will eventually end up with a win-win situation to customer and banks.

Today, smartphone has defined as an important tool in our daily lives; the market has been growing every year and the future global smartphone shipment is predicted to be nearly 1 billion in 2015. The function of smartphone is no longer limited to make calls to friends and family only, but also productivities, entertainments and multimedia functions (e.g. music, ringtones, games, web browsing, text messages and camera) provided by smartphone itself. With the increasing competitions in the smartphone market, smartphone companies find it difficult to retain the existing customers and increase the market share. In that context, the objective of this research explanatory study aims to identify the main factors that determine the customer satisfaction of smartphone users. The study survey was completed by 285 smartphone users who helped evaluating their smartphone satisfaction; the data was analyzed by IBM SPSS Statistics 20 and the results revealed the main findings are (1) image has high correlations with customer expectation, customer satisfaction and customer loyalty; (2) customer expectation has high correlations with perceive quality, perceived value and customer satisfaction; (3) perceived quality has high correlations with perceived value and customer satisfaction; (4) perceived value has a high correlation with customer satisfaction; (5) Customer satisfaction has a high correlation with customer loyalty; (6) the proposed model TCSI is proven with the effectiveness in explaining the relationships among image, customer expectation, perceived quality, perceived value, customer satisfaction and customer loyalty for smartphone users. The conclusion of this study provides valuable information for smartphone producers, especially Taiwanese brand HTC, to develop the smartphones meet with customers’ expectations and satisfactions.

近年來隨著經濟水準的成長，國人對奢侈品的消費能力日益提高，事實上，這也是目前全球普遍的消費行為轉變，而「奢侈品」具有品牌形象良好、高品質、凸顯品味等特色，其商品利潤遠也超乎平價商品，以奢侈品的「高級汽車」來說，其銷售量在台灣車市中一直維持穩定的成長，並不會受到整體經濟環境的影響，呈現一個獨特的消費市場。 有別於傳統行銷理論著重於消費者理性抉擇因素，本研究從感性觀點切入，欲瞭解這群高消費能力之消費者，對於高級汽車購後的心理層次要求，故本研究以Schmitt(1999)所提出的「體驗行銷」為研究主軸，進行實證研究，探討「策略體驗模組(SEMs)」對於LEXUS高級車車主「顧客滿意度」、「顧客忠誠度」的影響關係，調查方式則針對台北地區LEXUS車主，在營業場所進行為期三週的問卷調查，最後則根據研究結果，研擬未來高級汽車在體驗行銷策略上的建議。 本研究發現，體驗行銷與顧客滿意度、顧客忠誠度之間，均具有中高程度的相關關係，迴歸分析顯示情感體驗、關聯體驗對於顧客滿意度、顧客忠誠度具有最高的預測能力，根據體驗行銷之理論架構，證明LEXUS消費者處於營業所時，心情會感到愉快並且促進滿意，車主本身的品牌社群概念，則有助於持續再消費的忠誠度，研究結果也證實了LEXUS近年來於消費者的品牌經營之成效。 關鍵詞: 體驗行銷、顧客滿意度、顧客忠誠度 / With the raising development of the economic level in recent years, citizens have progressively upgraded their consumption level into luxury goods. In fact, this is also the global trend of the change in consumption behavior. A extravagance features good brand image, high quality, and the sense of taste, its profit is also much higher than ordinary products. In terms of luxury vehicles, the sales volume has maintained a steady growth in Taiwan market, forming a unique market condition, regardless of the economic recession overall. Unlike traditional marketing theories which focus on the rational factors of consumer decision, this thesis uses a perceptual perspective to understand the psychological needs of consumers after they purchased a luxury vehicle .Therefore, this thesis is based on the theory “Experiential Marketing” built by Schmitt(1999), to proceed a concrete investigation on the influence of SEMs(strategies of experiential modules) on LEXUS automobile owners’ consumer satisfaction and loyalty. The investigation aims LEXUS automobile owners in Taipei area, using questionnaires in selling points and the procedure last three weeks. At last, according to research results, this thesis will provide practical marketing suggestions for LEXUS Keywords：Experiential Marketing, Consumer Satisfaction, Consumer Loyalty

本研究以誠品信義店做為研究的場域、Schmitt (1999) 提出的體驗行銷為理論基礎，用深度訪談的方式探究誠品信義店的經營理念，研究誠品信義店如何將體驗的氛圍帶入書店空間，讓消費者願意花較長時間待在書店內細細咀嚼。此外，也以問卷調查的方式探討消費者這端的感受，瞭解誠品信義店的體驗行銷策略是否正向強化了顧客的忠誠度與滿意度。 本研究結果發現：體驗行銷策略模組與顧客滿意度及顧客忠誠度的關聯性皆呈現正相關，而在顯著性方面，除了關聯體驗外，其餘四構面對顧客滿意度及顧客忠誠度的影響都趨近於顯著。 本研究並提出實務建議：在感官體驗構面上，注意主動線上的商品呈現設計；在情感體驗構面上，依照商品的調性來調配氛圍；在思考體驗構面上，利用多媒體化的設備來呈現多樣化的商品訊息；在行動體驗構面上，提供自助式查詢服務；在關聯體驗構面上，進行多樣化的活動規劃。 / 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.

21世紀的消費環境已經逐漸轉型到體驗經濟的時代，以及各國文化的快速交流，帶動了各國飲食文化的進入，造成台灣傳統飲食文化的不少改變與衝擊，因此國人對於生活更加講究。因消費型態之改變，這個世代之消費者，已經從重視商品的性能與效益轉而為追求能創造美好回憶之商品，對於產品的要求，也由理性的決策行為轉向理性與情感並重的消費者行為。當今消費者注重的已不再是實體商品本身的實用性，而消費者所追求的是觸動情感、刺激心靈的感覺，以及在消費過程中帶給消費者的體驗。故企業運用情境、顧客喜好的消費體驗，替顧客打造ㄧ個有價值的體驗，稱之為體驗行銷。體驗行銷是進入體驗經濟後的一個重要趨勢，而學者亦提出體驗行銷的概念，認為企業可以藉由感官、情感、思考、行動、關聯五種體驗來提高消費者的價值認知。本研究認為體驗行銷與顧客滿意度、顧客忠誠度三者間應該具有高度的影響關係，故將研究概念加以連接，並探討概念間的相關性之因果關係。欲以體驗行銷的觀念出發，來探討這熱門的學理，也提供欲實行體驗行銷的企業，有一份參考的依據。 本研究將體驗行銷分為：感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗等五大構面，將顧客滿意度以感受品質與顧客整體滿意兩大構面進行評量，將顧客忠誠度以情感忠誠、口碑、推薦行為、行動忠誠四大方向進行評估。本研究以三者之相關性研究做探討，而研究方法採用便利抽樣方式進行發放，並以體驗行銷主題式餐廳－Brown Sugar Jazz Club & Restaurant做為研究對象。 / Experiential marketing era is coming and cross-culture exchanges drive various foods culinary into Taiwan. The impact of the foods culinary in Taiwan causes customers to be very fastidious about what they eat. Customers who place a high premium on the merchandise function transfer focusing on the memorial merchandise. Customers request merchandise from focusing on ration to focusing on ration and emotion. Customers request merchandise not only practical, but also make customers satisfied. So the commodities and the services are not that important to customers anymore, but the experience from the innermost feelings, this kind of feelings are influencing with each other from the external physique and the intrinsic knowledge, and the emotions. The experiential marketing is to create delightful and memorable experience throughout the entire consumption process. Experiential marketing is an important trend upon entering the age of experience economy and is proposed by the scholar who consider enterprise upgrading customer’s perception by sense、feel、think、act、relation. Kolter (1996) said the major practice of the enterprises’ marketing activities are containing customer satisfaction and developing customer loyalty. We consider the strong interrelationships among experiential marketing are obvious. It’s based on the concept of the experiential marketing is to build a criteria towards the application of marketing. According to the literature reviews, the experiential marketing includes five dimensions: sense, feelings, thinking. acting and relation. The customer satisfaction is measured by customers’ perceived performance and quality of the product of the service. The customer loyalty is measured by the level of repeating purchases. By using convenience sampling, customers are approached while enjoying in Brown Sugar Jazz Club & Restaurant.

本研究以康迅數位整合股份有限公司之PayEasy.com購物網站為研究個案，主要目的是為了探討探討PayEasy.com經營關鍵因素、了解PayEasy.com會員對於PayEasy購物網站E通路管理之滿意度及探研PayEasy.com會員對PayEasy購物網站品牌個性之滿意度。研究分文兩個部分：第一部份是採取質化之深度訪談，了解PayEasy.com網站經營之定位、行銷溝通、顧客關係管理及對其品牌個性等規劃及執行，並運用Sull成功方程式之理論模式，探討其經營關鍵因素。第二部分是採量化之問卷調查，以Stanley A. Brown提出的E通路管理五個構面（資訊構面、交易構面、分佈構面、服務構面）及David Aaker（1995）品牌個性尺度（純真、刺激、能力、高貴、粗獷五面向）和顧客滿意度作為量化研究的衡量構面，在彙整深度訪談後的結果與文獻探討之相關資料，發展成調查問卷，針對已有在PayEasy購物的會員作調查，共回收397份有效樣本。 本研究歸納出相關結論如下： 一、PayEasy.com購物網站經營關鍵因素 包括PayEasy.com掌握女性購物的利基市場與女性網友上網率竄升的趨勢、專業達人策略塑造自有品牌的獨特性，並利於商品的價格控制、與專業達人、廠商、物流、客服中心、信用卡相關業務、便利商店、入口網站等多元化的策略聯盟，增強團隊服務陣容，提供周全的服務體系及流程，並結合eCRM資訊科技提升服務品質，運用多項溝通管道提高與會員的接觸率，發展順暢且多樣化交易模式與成功的配送策略，滿足會員不同的交易需求。 二、PayEasy會員對於PayEasy.com購物網站E通路管理的滿意情形 PayEasy會員對於分佈構面及交易構面的同意程度最高，會員認同於訂貨後配送的速度及正確率和交易的安全性、程序簡單、提供多樣化付款方式和能在最短時間內收到回覆通知等服務，而不同教育程度的會員在交易構面、分佈構面、服務構面之感受有顯著性的差異，E通路管理五構面與顧客滿意度有顯著的相關性及具有解釋力。 三、PayEasy會員對於PayEasy.com購物網站品牌個性的滿意情形 PayEasy會員對於品牌個性之能力與刺激構面的同意度最高，其特色為可信任、聰明的、成功的以及大膽的、有朝氣的、富有想像力的和新潮的等，而高中（職）教育程度的PayEasy會員對其品牌個性感受力最高，且品牌個性與顧客滿意度有顯著的相關性及解釋力。 四、其他統計發現 採用多元媒體與會員互動溝通擴大接觸層面並節省服務的需求及成本，而店配策略獲得多數會員的青睞，促銷策略及密集的先佔攻勢對低收入年輕女性學生族群產生刺激購買的效果。

工業電腦產業發展至今已經數十年了，為利基型產業，「硬體平台」ㄧ直是工業電腦廠商的主要營收來源，近年來因產業特質及獲利率高而受到矚目，吸引不少消費性電腦大廠相繼進入市場，競爭非常激烈。「軟體服務」為工業電腦產業新崛起之重要差異化策略，各大工業電腦業者對於軟體服務模式還在摸索階段，由於是新起的產業服務策略模式，目前對於工業電腦軟體服務在服務品質、服務失誤、服務補救對顧客滿意度所造成影響的研究幾乎沒有。本研究是由服務品質、服務失誤、服務補救各構面來探討與顧客滿意度之因果，透過因素分析探討軟體服務的重要服務品質要素、服務失誤類型與服務補救方式，並藉由迴歸分析來探討服務品質與服務失誤的關連性及服務失誤與服務補救的關聯。本研究是以工業電腦軟體服務之客戶為調查對象，發放問卷進行分析，並針對兩家國內主要工業電腦廠商進行深入訪談。研究結果發現：1.工業電腦軟體服務之服務品質與整體滿意度有顯著關係；2.工業電腦軟體服務失誤與整體滿意度有顯著關係，降低服務失誤可以提升整體滿意度。3.工業電腦軟體服務是可以透過服務補救來增加客戶滿意度； 4.工業電腦軟體服務在服務失誤發生時，可以透過服務補救來提升整體滿意度。