本研究主要在探討女性消費者對於禮服零售的知覺品質、知覺價值、顧客滿意度與顧客忠誠度間之影響。本研究以台北門市的女性消費者為研究對象，有效回收率為92%。經SPSS統計軟體進行單因子變異數分析、Pearson積差相關分析及路徑分析，實證結果發現如下： 1.女性消費者在禮服零售的知覺品質及知覺價值對顧客滿意度都有顯著的正向影響，但整體而言，知覺價值對顧客滿意度的影響大於知覺品質對於顧客滿意度的影響。 2.對於整體的架構而言，知覺品質會藉由知覺價值及顧客滿意度來影響顧客忠誠度，但不會直接影響顧客忠誠度；而知覺價值才是會直接影響顧客忠誠度的構面；此點可作為行銷策略的訂定。 3.女性消費者產生顧客忠誠度是來自知覺品質、知覺價值及顧客滿意度之影響，因此要讓女性消費者購買該品牌禮服，則須以顧客滿意度為經營目標，亦即運用提升知覺品質及知覺價值，使消費者有顧客忠誠度。 4.不同之人口統計變項對於禮服零售的知覺品質、知覺價值、顧客滿意度及顧客忠誠度無差異，以品質和價值導向區隔目標市場時應避免以人口統計變項為區隔標準。

無畏百家爭鳴，台灣購物中心市場再添新兵，目前全台共有約23個購物中心，業者坦言台灣百貨公司市場太飽和，且把持住所有一線品牌，自1999年台茂搶先跨入購物中心市場以來，台灣購物中心「成功者少，失敗者多」， 至今不少購物中心仍處於虧損狀態。近年來由於台灣產業結構快速變遷、產品的推陳出新、國民所得提高以及通貨膨脹等因素，使得消費者的消費習慣隨著這些大環境的變化而做出相對應的調整。在此嚴峻的競爭環境下，提供消費者所需要且滿意的商品及服務，進而有效提升顧客對於公司之滿意度，並刺激其消費能力，進而增加公司營利，為現今購物中心關切的課題之一。 本研究擬透過T購物中心之顧客滿意度調查問卷，瞭解顧客之消費行為及能力、不同構面下之滿意度概況、影響滿意度之重要因素，以對於該公司之整體現況作深入研究及探討，研究結果如下： 一、 顧客前往T購物中心之目的主要為購物及用餐。 二、 顧客於T購物中心消費之品項以餐飲及超市食(用)品所占比例最高。 三、 大部分顧客之消費頻率為一個月1~2次，且平均每次消費金額以1,000元~4,999元的比例最高。 四、 顧客之性別會影響其對於T購物中心之整體滿意度。 五、 當顧客前往T購物中心有固定的消費頻率時，有較高之「整體滿意度」。 六、 當消費者之職業為學生、專業工作、家庭主婦或退休，且教育程度為專科大學及以下時，對於「商品價值」有較高之滿意度。 七、 消費者的平均月收入落在30,000元至150,000元之間時，對於「服務品質」有較高之滿意度。 八、 中低消費金額之女性顧客對於「環境設施」之滿意度較高。

國內藝文市場發展熱絡，各式特展紛紛來台展出，如何透過行銷創造人潮，在市場中勝出，是重要課題。本研究發現「臺北天才達文西特展」展示品特色多元，具備執行體驗行銷之完整條件，因此引發本研究動機。 本研究利用質化深度訪談方式，訪問六位特展志工以及問卷發放的量化研究方式，共計379份有效問卷，進行統計分析後獲得以下發現。本研究發現如下： 1.體驗行銷策略體驗模組的思考關聯、感官情感及行動體驗對體驗價值的美感趣味有顯著影響。 2.體驗行銷策略體驗模組的思考關聯、感官情感及行動體驗對體驗價值的參觀者投資報酬有顯著影響。 3.體驗價值的美感趣味及參觀者投資報酬對顧客滿意度有顯著影響。 4.體驗價值的美感趣味及參觀者投資報酬對顧客忠誠度有顯著影響。 5.顧客滿意度對顧客忠誠度有顯著影響。 根據以上發現，對臺北天才達文西特展提出發展體驗行銷的建議： 1. 注意體驗模組跟每一項體驗媒介之間的相互銜接或補強，以創造價值 2. 展場的環境面向將牽動體驗模組的每一個環節 3. 廣宣策略應視參觀者預期的心理調整建議 4. 加強優質服務以提昇顧客滿意度。 5. 加強空間大小適當性、人數控制與定時導覽密度以提昇體驗價值中的服務優越性價值。 6. 改善畫作區與解剖區展示物說明與空調問題。 7. 增加志工培訓專業度與人數。 / When arts began to develop and expand in various directions and more exhibitions are hosted in Taiwan, using effective marketing strategy to attract visitors has become a significant factor for achieving market success. Da Vince – The Genius Exhibition in Taipei, offers comprehensive collections to the audience, and by having these elements, makes it a perfect case study for experiential marketing research which became the initial motivation of this research. In-depth interview method with qualitative approach and survey method with quantitative approach were used in the research. In-depth interviews were performed among six exhibition volunteers. As for surveys, 379 were returned. After analyzing all statistics, results are listed as follows. The research concluded as follow: 1. It’s confirmed that experiential marketing with the SEMs (Strategic experiences modules) of think, relate, sense and action has a significant positive effect on experiential value of aesthetics and playfulness. 2. It’s confirmed that experiential marketing with SEMs of think, relate, sense and action has a significant positive effect on experiential value of consumer return on investment（CROI）. 3. It’s confirmed that experiential marketing with SEMs of playfulness and consumer return on investment has a significant positive effect on customer satisfaction. 4. It’s confirmed that experiential marketing with SEMs of playfulness and visitor return on investment has a significant positive effect on customer loyalty. 5. It’s confirmed that customer satisfaction has a significant positive effect on customer loyalty. Based on the above findings, the following are the marketing strategy advices for Da Vinci - The Genius: 1. Value creation is enhanced by emphasizing the connection and collaboration between experiential modules and experience providers. 2. Experiential modules are influenced by exhibition vicinity. 3. Publicity strategies need to be adjusted based on visitor expectations. 4. Improve customer satisfaction by enhancing customer services. 5. Improve experiential value of service excellence by enhancing the appropriate room space, capacity control of visitors, and availability of guided tours. 6. Improve exhibit description and air conditioning in painting and anatomy sections. 7. Increase volunteers as well as improving their skills and knowledge.

近年來，隨著記憶卡技術與發展的成熟，造成市場激烈的競爭，各品牌須致力於維持與消費者之關係，創造良好的品牌形象，讓消費者心中產生價值，重視顧客滿意度程度，進而建立顧客忠誠度，已成為各家品牌最重要的經營策略之一。 本研究利用「問卷調查法」與「深度訪談法」進行研究，兼顧量化及質化兩種研究途徑。透過網路問卷抽樣調查方式，回收有效問卷335份，並針對業者以及消費者進行深度訪談。 本研究目的在探討知覺價值、品牌形象、顧客滿意度與顧客忠誠度之關係。分析不同人口統計變數對知覺價值、品牌形象、顧客滿意度與顧客忠誠度之差異性。檢定知覺價值、品牌形象、顧客滿意度與顧客忠誠度之關係。經由量化分析與質化訪談針對SanDisk品牌提出行銷建議。 研究結果顯示，知覺價值以及品牌形象對於顧客滿意度有顯著正相關、知覺價值、品牌形象以及顧客忠誠度有顯著正相關、顧客滿意度與忠誠度有顯著正相關。經過質化與量化的分析，本研究建議SanDisk經營者在行銷策略上能夠以口碑行銷、提高品牌曝光率以及提供多元化促銷方式，深化消費者對於該品牌的知覺價值與品牌形象認同。 / In recent years, the maturity of technology development has created an extremely competitive market for flash memory cards.Every company in the business is trying to establish or preserve an effective customer relationship, building a strong brand image as well as the product value.Understanding the significance of customer satisfaction and developing customer loyalty have now become the most important business strategy for all companies. This study used surveys and interviews as research method, integrating both quantitative and qualitative approaches. Using random internet samples, there were 335 surveys returned.In-depth interviews among companies and customers were also performed. This research focuses on the relationship between perceived value, brand image, customer satisfaction, and customer loyalty.It analyzes the difference of demographics valuable in perceived value, brand image, customer satisfaction and loyalty; investigates the relationship among each factor and provides marketing advices for SanDisk based on the analysis result of quantitative and qualitative research of the interviews. The research indicates that perceived value and brand image have a significant positive correlation with customer satisfaction. Positive correlation also exists between perceived value, brand image and customer loyalty.Based on the analysis of quantitative and qualitative research, this study suggests SanDisk to integrate word-of-mouth, product exposure, and advertising promotions into their marketing strategies, for which to reinforce the perceived value and the brand image to customer.

Suffering from the heavy pressure from daily lives and work, a lot of contemporary people hold the idea to consume health foods as a way for keeping healthy. More and more people concern about their own health and would like to achieve this by having a healthy lifestyle or consuming health foods. Almanac of food consumption survey in Taiwan from FIRDI (Food Industry Research and Development Institute) shows that about 58.2% people had consumed functional food more than three times a month in 2010. Functional drink, as a format of oral-intake nutrients for dietary supplements, gradually becomes popular due to its convenience. Among those products, drinks with beauty claims have been particularly favored in the recent years and becomes a noticeable phenomenon. A case study on Brand’s InnerShine beauty drink, which achieves high market share in the past few years is conducted for the study. For a clearer exploration of how marketing strategy works on beauty drinks with consumer-orientated perspective, I chose to study on variables including brand image, perceived value, customer satisfaction, and customer loyalty. Both quantitative and qualitative methods are utilized for probing the scenario. Samples are collected from 465 valid online questionnaires and 5 interviewees of in-depth interviews. The conclusions according to the analysis from the study results are as follows: The theoretical and practical meaning of “brand image,” “perceived values,” “customer satisfaction,” and “customer loyalty” for Brand’s management are examined. Consumers’ perceived value can be increased by reinforcing the brand image. To reinforce customer satisfaction, their perceived value should be firstly enhanced. In addition, customer loyalty can be increased via reinforcing the brand image. The study also found that differences are revealed by consumers with different demographical profiles on “brand image,” “perceived values,” “customer satisfaction,” and “customer loyalty.” Suggestions for marketing strategies on Brand’s InnerShine beauty drinks are elaborated.

民國84年，經濟部商業司發展「塑造形象商圈計畫」、「商店街開發推動計畫」等各項關於商店街區的改善計畫，旨在輔導國內各傳統商圈重新改善，針對其傳統經營以及其優劣勢方式進行改變。本研究主要透過形象商圈內部不同的競合型態去探討其對地方行銷政策的影響效果，及在競合型態的差異之下，各個形象商圈的廠商營運績效及消費者滿意度各是為何。透過群聚分類架構將商圈分為互補性商圈及商圈兩類型，本研究首先利用判斷抽樣，選取台南安平老街、高雄旗津老街、鶯歌老街、深坑老街、淡水老街、迪化街以及三峽老街為研究對象。共得有效問卷數商家142份、消費者192份。 接著針對不同商圈類型的商家及消費者進行ANOVA單變量分析以了解互補性商圈及商圈是否在知覺度、滿意度及財務績效/消費者實質行為存在顯著差異。再以線性迴歸模型進行分析，以了解知覺度、滿意度及財務績效/消費者實質行為三者相互影響程度，及商圈類型的調節效果。 研究結果得知，1.互補性商圈整體地方行銷政策施行效果較佳，但整體仍須改進。2.消費者及廠商對形象商圈政策知覺度皆低，觀光政策應加強實行及宣傳。3.對形象商圈滿意度低，應加強調店家對於形象商圈之信任。4.消費者滿意度低，應提升商圈公共設施之建設。5.廠商財務績效低、消費者實質行為表現低，應將人潮轉為錢潮。 / The Ministry of Economic Affairs has developed a series of plans aiming to improve traditional business clusters since 1995, guiding them how to renew their old-fashioned business model and helping them to take advantage of their strength and opportunity in transforming into brand-new image business districts. This research aims at investigating whether different levels of competitiveness in image business districts can result in various effects of regional marketing policy on store operation performance and customer satisfaction. This research classifies business clusters into two types, business district and complementary business district. Based on the result of judgmental sampling, Tainan Anpingold street, Kaohsiung Qijin old street, New Taipei city Yingge, Shenkeng and Sanxia old street, and TaipeiDihua street were chosen as our samples. This research received 142 valid store manager questionnaires and 192 valid customer questionnaires. After data collection, this research examines whether there are significant differences between two types of business districts in awareness, satisfaction and operation performance through one-way ANOVA analysis, as well as tests the moderation effect of cluster type by using regression analysis. The research results show that first, the regional marketing policy had the greater effect in complementary business district. Second, since both customers and store managers are unaware of most image business district policy, the authorities should enhance promotion on image business district policy. Third, the satisfaction of store managers toward image business district is low on both types. The government should pay more attention on improving their trust on image business district policy. Fourth, customers aren’t satisfied because of the poor public infrastructure. Finally, the operation performance is low. Most visitors come but spend less money in districts.

資訊產品通路商除提供給下游經銷商金流與物流之外，另外訴求的就是差異化：「服務」，差異化就是比相關業者做的更好，假設能在「服務差異化」勝出，那就會有機會留住顧客提高顧客黏稠度吸引顧客再次購買，資訊產品通路商講求的是規模經濟，賺的是管理財，企業競爭加劇產品單價持續降低和客戶需求的多樣化，傳統的人工單據服務模式無法即時掌握服務品質相對執行成本高顧客滿意度也難以控制，因此延伸出服務經營的變革，這將推動企業營運模式的重大轉變，服務基礎建設與營運流程及管理流程建置，將有利於公司瞭解服務營運品質與顧客滿意度能在競爭激烈環境中取得了主動權，因應顧客需求採取一對一行銷策略。 本研究主要探討「服務品質與顧客滿意度」，如何建立服務商業模式，如何為顧客創造價值，特别是客戶需求多樣化如何來滿足？服務具備無形性又無法儲存，生產與消費同時進行特性，如何滿足顧客技術品質與功能品質，服務作業系統如何設計？服務如何傳遞與顧客溝通，服務品質管理循環與全面品質管理，經由數據分析、歸納、整理導引出顧客關係管理架構。 本研究依此理論架構，以案例公司為例設計顧客滿意度調查表進行統計、分析，從分析過程中不斷改善服務品質與提高顧客滿意度並修正顧客關係管理架構，精進營運流程與管理流程。

論文題目：影響網路書店消費者忠誠度形成因素之研究 校所：國立政治大學國際貿易系碩士班國際企管行銷組 論文摘要別：九十學年度第二學期碩士學位論文摘要 研究生：吳雅琪 指導教授：邱志聖博士 論文摘要內容： 隨著網際網路的興起，企業應用網路行銷的趨勢已是必然，消費者越來越能接受網路商店概念，網路商店間的競爭相當激烈，公司要真正獲利，必須建立顧客對網站的品牌忠誠度。因而本研究最主要探討影響消費者所認知網路書店的產品服務屬性滿意度、服務品質與信任度對消費者網路書店整體滿意度的影響關係，了解滿意度與消費者態度忠誠間的關係，並從交易成本構面的「消費者信任度」與「資產專屬性」來了解可能影響消費者滿意度、態度忠誠、行為忠誠度間的因素，以及研究態度忠誠與行為忠誠的關係為何，而兩者會如何受交易成本的構面影響。整合以上架構，本研究構建一整體模型，以網路書店消費者為研究對象，對各個構念進行分析。 由本研究實證結果顯示網路書店產品屬性的滿意度對於其整體滿意度有顯著影響，而產品屬性滿意度與服務品質則會對網路書店的信任度有顯著的影響效果，產品服務滿意度、消費者認知到網站的服務品質、及消費者對網站的信任度也會顯著影響網站整體滿意度。消費者整體滿意度與資產專屬性會正面影響顧客的態度忠誠，而消費者整體滿意度的增加也會幫助網路書店與其之間建立的專屬資產，兩者之間呈現正相關。 研究結果顯示消費者對於網路書店信任度與他們的態度忠誠度無關，原因推論為消費者對於購物網站的信任度並不會直接影響其對網路書店的態度忠誠，而是先透過整體滿意度的提升，再經由整體滿意度進而間接影響其態度忠誠。消費者與網路書店所建立的專屬資產與他們的行為忠誠度是呈現不相關，推論原因為網路書店與顧客間所建立的專屬資產並不會直接影響行為忠誠，網路書店必須努力提升消費者態度上的忠誠，加強其心裡認同感，並經由態度忠誠去影響行為忠誠。 關鍵字：顧客滿意度、顧客忠誠度、交易成本理論、服務品質、網路書店

在全球化浪潮的影響下，世界各國紛紛開始注意到「文化延續」的重要性，使得如何保存在地文化成為各國必須面臨的課題之一，創意產業與流行文化於是成為各國首推發展的產業。台北啤酒文化園區身為啤酒產業的發源地，奠定了台北啤酒文化園區於文化創意產業中所具有之重要性，但一項成功創意產業必須有賴於適當的經營方式，才能獲得消費者的支持與肯定。故本研究結合Schmitt之「體驗行銷」理論進行實證研究，根據「體驗行銷」、「生活型態」、「顧客滿意度」以及「品牌忠誠度」等理論基礎發展觀念性研究架構及問卷，研究目的在探討消費者的人口統計變項與生活型態對台北啤酒文化園區策略體驗模組、 顧客滿意度、品牌忠誠度的之影響，並分析策略體驗模組對於台北啤酒文化園區消費者之顧客滿意度、品牌忠誠度的關係。研究調查共回收樣本330份，有效樣本為297份。研究主要發現為：（1）不同人口統計變項與生活型態消費者對策略體驗模組感受有部份差異。（2）不同人口統計變項與生活型態消費者在顧客滿意度、品牌忠誠度有部份差異。（3）策略體驗模組與顧客滿意度、品牌忠誠度具中度相關及解釋力。最後，本研究對業界與未來的研究者提出適當的行銷策略與研究上的建議。 / In the trend of Globalization, the characteristics of local culture have become more and more important. The development of cultural creativity industry is thought to be the most important factor of national economy development and the promotion of quality of life. There are many countries that are starting to pay attention to how to preserve local culture. This study is aimed at the cultural creative industry, hoping the basic background and uniqueness of local culture in Taiwan can be understood through the characteristics of local culture. “Taipei Brewery” is the birthplace of Taiwan beer's local culture, so this study took “Taipei Brewery” as a case study. This thesis is based on the theory of "Experiential Marketing" built by Schmitt(1999),to proceed to a concrete investigation on the influence of SEMs(strategies of experiential modules) on Taipei Brewery's customers. The conceptual framework of this research is based on a literature review of the “Experiential Marketing”, “Life Style”, “Customer Satisfaction” and “Brand Loyalty”. This research uses a questionnaire to survey the customers of “Taipei Brewery”. The statistical package for the social science (SPSS12.0) system was utilized for the Descriptive statistics analysis, Pearson product-moment correlation, T-test match-pair, one-way ANOVA, Regression Analysis, Scheffe multiple comparisons, and a Cronbach α.. In total, 297effective questionnaires out of 330 were collected, and the effective response rate was 90.303%. The findings of this research are as follows: （1）The different demographic variables and lifestyles of consumers have a significant contrast between strategies of experiential modules. （2）The different demographic variables and lifestyles of consumers have a significant contrast between customer satisfaction and brand loyalty. （3）There is a positive correlation between strategies of experiential modules, customer satisfaction and brand loyalty. Finally, according to the results of the study we came up with a connotation for the theories and actual situations in running a business.

服務業要存在於市場中甚至成功必須著重在能使顧客滿意與符合顧客需求的高品質服務傳遞策略上，有鑑於服務品質構面理論，已相當成熟，故本研究擬將服務品質之現有理論基礎，探討國際快遞業者對於服務品質與顧客滿意度之關係。 然而，相對於第一次顧客滿意度的研究，第二次顧客滿意度的研究仍相當欠缺。近幾年大部份研究皆以重要事件技術法找出服務疏失與服務補救類型之相關次數分配的探討，較少研究服務疏失、服務補救對顧客滿意的第二次滿意影響。 因此，本研究擬以國際快遞業者為研究對象，服務品質、服務疏失與服務補救為研究重點，探討顧客的第一次與第二次滿意程度，不但找出國際快遞業的服務品質衡量模式與顧客滿意度之間的第一次滿意關係，更試著找出國際快遞業的服務疏失與服務補救類型與顧客滿意度之間的第二次滿意關係，形成一個對國際快遞業者較完整的服務品質、顧客滿意度、服務疏失、服務補救後之整體顧客滿意研究。本研究以一般使用國際快遞服務者為訪查對象，發放問卷進行分析得出以下結論： 1.國際快遞服務品質之保證性對於顧客之第一次滿意有顯著之相關性。 2.當國際快遞業之顧客對於服務品質的可靠與反應性滿意程度越低，則越易造成顧客所認為之服務疏失。 3.顧客在使用國際快遞業者所提供之服務卻發生服務疏失時，國際快遞公司可採取服務補償之補救行動來增加顧客滿意。 4.國際快遞業針對服務疏失所進行之服務補救，對於顧客滿意度有正面之影響。 5.顧客產業特性對於服務品質、服務失誤、服務補救及顧客滿意度皆會產生影響。