台灣裕隆汽車於2009年推出「Luxgen納智捷」，一個台灣新創汽車品牌。本研究期望對「Luxgen納智捷」品牌之品牌形象、購買動機、知覺品質及顧客滿意度與忠誠度進行探討，希望能提供業者相關資訊，以供未來營運參考。本研究採用量化及質化之方式進行研究，共收集有效問券352份，訪談5位消費者。 研究結果如下︰ 一、人口屬性之不同對於品牌形象、購買動機、知覺品質、顧客滿意度及顧客忠誠度之各因素構面存在有差異性 二、品牌形象對顧客滿意度、顧客忠誠度存有顯著之關係 三、購買動機對顧客滿意度、顧客忠誠度存有顯著之關係 四、知覺品質對顧客滿意度、顧客忠誠度存有顯著之關係 五、顧客滿意度與顧客忠誠度間存有顯著之相關性 六、消費者對納智捷汽車之品牌形象最主要且印象最為深刻為創新科技的運用及台灣自創品牌。其購買動機主要為符合基本運輸需求及車身大小符合個人使用且性價比較高，選擇「Luxgen納智捷」是比較聰明的消費；在顧客滿意度方面，消費者對於納智捷汽車之科技配備及造型是最為滿意的。而對於納智捷汽車保有一定之忠誠度，願意推薦使用經驗給他人，且認為所購買之納智捷汽車物超所值。 綜合質化及量化之依實證結果與趨勢觀察，本研究提出下列之建議： 一、持續提升產品良率，降低對於創新品牌產品之不信任感。 二、迅速回應消費者之意見。 三、提升體驗消費，並藉由日常生活之互動創造感動消費者的價值。除了強調科技(冰冷的感覺)外，其行銷方式應與生活做連結。

本研究以全球知名品牌 – 蘋果電腦(Apple)中之「iPhone」產品為例，探討「品牌形象」、「知覺價值」對「顧客滿意度」及「顧客忠誠度」之關係研究，希望可以找出該產品成功關鍵因素及有待改善之地方，做為日後開發類似產品的參考及提供蘋果電腦在後續產品規劃、行銷策略與品牌形象經營之參考。 本研究主要採用量化-「問卷調查法」並以質化-「焦點團體訪談法」輔助之方式進行研究；問卷方面，共取得400 份有效問卷，先進行因素分析，擷取適合本研究之因素構面，再進行信度與效度檢測，確定問卷的可信度及可靠度，並運用敘述性統計、t 檢定、單因子變異數分析（one-way ANOVA）、Pearson 相關分析法、迴歸分析法，將資料進行統計分析及假設檢定；質化方面，採用焦點團體訪談法，藉由訪談iPhone的使用者，了解他們對iPhone的使用經驗及建議，經過整理再與量化統計結果相互對應，用以佐證及彌補量化統計結果的可能性偏差，使本研究之結果更為完整。 本研究之結論：  顧客滿意度為3.8 (以五點量表評估，5表示最高)  顧客忠誠度為3.6 (以五點量表評估，5表示最高) iPhone的主要顧客群為年輕、單身、男性，以20-40歲的使用者最多。 對使用者而言，iPhone的產品價值以社交價值最為重要，產品特性則以實用性最為重要，社交價值及實用性對於顧客滿意度及顧客忠誠度影響也最大，滿意度則以服務滿意度仍有改善空間，包含銷售服務及維修服務。 產品定價方面可繼續維持高定價策略，以維持iPhone在顧客心中的價值感。 顧客最滿意iPhone的原因包含：  iPhone的使用者介面  iPhone的智慧型功能、軟體支援與更新  使用iPhone帶來的樂趣  iPhone的外觀設計與質感優  iPhone產品的創新形象 顧客最不滿意iPhone的原因包含：  銷售服務  維修服務 / This research is base the global famous brand – the iPhone of the Apple. Discovery for the relationship of Brand Image、 Perceived Value、Customer Satisfaction and Customer Loyalty are the main stream research. Hope this research can distinguish the key successful factor and the improvement points. It could be the reference for the new model for developing and providing the model design planning of new product for the Apple and reference for the sale strategy and brand image. This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 400 effective questionnaires are obtained for statisticalanalysis where a few statistical methodologies such as Factor analysis, Descriptive statistic, T-test, One-way ANOVA, Pearson correlation analysis, Regression are utilized to verify the hypothesis and assumptions. For the qualitative approach which adopt the Focus Group. Hope to know customer’s using experience and suggestion through iPhone user. We analysis the data and contribute the account result with each other to complete this research. The research conclusion are :  The score for the customer satisfaction is 3.8. ( Base on Likert 5 points for evaluation, 5 means the highest)  The score for the customer loyalty is 3.6. ( Base on Likert 5 points for evaluation, 5 means the highest) The iPhone main stream customers are younger, single, male and majority are between 20~40 years. From the user point of view, the most important value of iPhone are societal value and practical value. The societal value and practical value are tremendous effect for customer satisfaction and customer loyalty. There is space to improve in service include sale service and after sale service. The product price strategy can keep the higher range price to matain the iPhone’s value for customer. Customer satisfied reason for iPhone include:  The user interface of iPhone  The software support and update of iPhone  Fun from the iPhone  The ID design and elegant with valuable of iPhone  The creative image of iPhone Customer unsatisfied reason for iPhone include:  Sale service  After sale service

在體驗經濟時代，體驗行銷成為企業行銷的新手段。企業從最初注重產品與服務品質，轉向注重消費者在消費商品過程中對產品與服務的整體感受。企業試圖與消費者進行情感對話，通過引導消費者參與體驗活動獲取消費者對產品、服務、品牌的滿意與忠誠。Apple作為世界“最有價值”品牌之一，與其成功運用體驗行銷手段關係密切。它的成功引發了本研究之最初動機。本文通過對Apple 大型體驗店之顧客進行調查研究，採實證探討方式，研究了體驗行銷、體驗價值、顧客滿意與忠誠度的關係。最後得到以下分析結果： 1. 體驗行銷、體驗價值各構面之內涵比較顯示： (1)體驗行銷五個構面中，情感體驗的影響力最高；思考體驗的影響力相對最弱。(2)體驗價值四個構面中，服務優越性給體驗者的影響力最高；美感的影響力相對最低。 2. 人口變項對體驗價值、顧客滿意度與顧客忠誠度有部分顯著關係。 3. 體驗行銷、體驗價值對顧客滿意度、顧客忠誠度有顯著關係。體驗行銷對體驗價值有部分顯著關係，其中以情感體驗與服務優越性相關程度最高。體驗行銷對顧客滿意度與顧客忠誠度有正向顯著關係，其中以情感體驗對顧客滿意度相關度較高，感官體驗與顧客忠誠度相關度較高。體驗價值對顧客滿意度與顧客忠誠度有正向顯著關係，其中以服務優越性對顧客滿意度相關度最高。顧客滿意度與顧客忠誠度高度相關。 / In the era of Experience Economy, Experiential Marketing becomes a new popular marketing means for enterprise. While the enterprise initially focus on product and service quality, now they pay more attention to the overall consumer feelings than consumer goods themselves in the consuming process. Enterprise attempt to make dialogues with consumer feelings and ask consumer for experience, in order to build the brand of satisfaction and loyalty. "Apple" as one of most valuable brand in the world, has a close relationship with the adoption of Experiential Marketing. Its success sparked the initial motive of this study. This research used one of the Apple largest experiential shops as a case to study the relationships of Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty. Finally we got the following results: 1. The comparison between the various dimensions of Experiential Marketing and Experiential Value showed that: (1)In the five dimensions of Experiential Marketing, the Feel experience has the strongest impact while the Think experience has weakest.(2) In the four dimensions of Experiential Value, Service Excellence has the strongest impact while the Aesthetics experience value has lowest. 2. Population variations have some significant relationship to Experiential Value, Customer Satisfaction and Customer Loyalty 3. Experiential Marketing and Experiential Value have significant relationship to Customer Satisfaction and Customer loyalty. Experiential Marketing has some significant relationship with Experiential Value, among which Feel experience has the highest relationship to Service Excellence. Experiential Marketing has positive significant relationship to Customer Satisfaction and Customer Loyalty, among which Feel experience has highest relationship to Customer Satisfaction, and correlation experience with Customer Loyalty. Experience Value has positive significant relationship to Customer Satisfaction and Customer Loyalty, among which Service Excellence has highest relationship to Customer Satisfaction, and Customer Satisfaction with Customer Loyalty.

觀光產業為缺乏自然資源的離島縣份—澎湖縣的重要經濟來源，而自2003年開始舉辦的澎湖花火節，為提振澎湖觀光收入與打造菊島觀光特色的重要觀光節慶之一，然而近年來由於規模縮小、活動內容缺乏在地特色，且同類型競爭者頻出的狀況下，花火節的效益受到不少質疑。作為澎湖最富盛名的觀光節慶活動，花火節是否依舊能對遊客有足夠的吸引力，並結合澎湖在地文化創造出對於遊客來說具有差異性的特別體驗？本研究擬採用體驗行銷作為理論基礎，以量化的調查法輔以質化的焦點團體訪談法，探究澎湖花火節給予遊客體驗之現況，了解其體驗對遊客滿意度及維繫遊客忠誠度的影響，並就得以補強改進之部份提出實務上的建議。研究結果顯示，體驗行銷模組中之感官體驗、思考體驗及行動體驗對顧客滿意度有顯著正向關聯，而感官體驗、思考體驗及關聯體驗對顧客忠誠度間有顯著正向關聯，而顧客滿意度對顧客忠誠度亦有正向關聯。差異性分析方面，人口統計變項及旅遊特性變項均有部份對體驗行銷、顧客滿意度及顧客忠誠度達到顯著差異。焦點團體訪談之結果大部分與量化結果相符，受訪者指出澎湖花火節的煙火聲光效果是類似活動中最佳，但其是否能與在地文化做結合才是主要考量重遊的因素，節目及週邊設施的規劃也需要改善。建議往後澎湖花火節應融入澎湖在地特色，以增加活動與澎湖本身之連結，並進一步提昇體驗；活動的基礎設施與流程管理也應加強，並增加節目的多元性與互動性，以符合不同特性遊客的需求。 / Tourism industry plays a key role in the economy of Penghu County, which lacks natural resources to develop other industries. The Penghu Fireworks Festival, which has been held annually since 2003, is the most important tourism event to help increase the income of tourism and build the special characteristics of the county as a tourism destination, but recently the effect of the event has been doubted because of the shrink of its scale, the lack of authentic localism, and the rise of many imitating competitors. Does the event still have the competitiveness against others to attract tourists? Is there any possibility to bring some local culture in the event to provide extraordinary experience for the tourists? Schmitt’s Experiential Marketing theories is used in this study as the theoretical base to examine the experience of the Penghu Fireworks Festival both quantitatively and qualitatively. Survey method is performed to find out the relationships between the main variables, which are experiential marketing, customer satisfaction, and customer loyalty. A following focus group discussion is then operated to gain further insights about the outcome of the survey. The result shows that sense, think, and act experiential modules are positively correlated to customer satisfaction. Sense, think, and relate modules are positively correlated to customer loyalty. Customer satisfaction and loyalty also have a positive correlation. ANOVA analysis indicates that differences of experience, customer satisfaction and loyalty among different demographic and tourism variables are partially significant. The result of the focus group discussion is similar to the quantitative analysis. The sensory performance of the Penghu Fireworks Festival is the best among similar events, but what really makes the tourists revisit is whether the event is designed with local culture elements. The content of the shows every night, the event settings and the management system have to be improved as well. Local elements of Penghu should be used as the theme of the festval to make it more relevant to the tourism destination, and to enhance the experience. Physical setting and process of the event should be improved. The content of the event also needs more diversity and interactivity, in order to satisfy the needs of different tourists.

本研究以Schmitt (1999) 提出之體驗行銷為研究基礎，並採用Brakus et al. (2009) 將體驗由行銷功能導向提升至以品牌作為體驗媒介之層面，探討智慧型手機品牌之品牌體驗對消費者滿意度以及品牌權益的影響；同時，加入消費者涉入程度作為影響滿意度及品牌權益之一構面，形成本研究之架構。 本研究以問卷分析法作為研究方法，並針對智慧型手機品牌之消費者作為研究對象，透過便利抽樣之方式於實體店面回收研究架構前半部有效樣本259份；於網路回收研究架構後半部有效問卷288份。經由相關分析及迴歸分析後得到以下之結論： 1.不同品牌體驗讓消費者在眾多品牌之間產生區別。在產品齊一的情況下，當消費者打算買某一項產品時，往往會先考慮哪一個品牌較優良，因此強化品牌的認知與感受也就是品牌體驗帶給消費者的強化作用。 2.涉入程度越高的消費者因為對產品或品牌的了解較深，會對其做出對自身而言較正確的選擇，因此對品牌會更有滿意感。 3.顧客對某品牌越滿意，即會對此品牌具有越高的忠誠度，當消費者對某品牌具有滿意度，透過口耳相傳或是網路社群的方式對其他消費者進行推薦動作，此時滿意度即可轉化為其他消費者的品牌知名度，進而影響品牌權益。 4.消費者接觸品牌時，會由外觀來對此品牌有初步的認知與感覺，對外顯體驗具有高度反應的消費者則會加深品牌的忠誠度、品牌聯想程度以及知覺品質。 5.涉入程度是消費者對某事某物重視的程度或投入的程度。當消費者對某品牌投入越多，則會對此品牌越加了解，因此品牌知名度與品牌聯想皆會提高。

故宮博物院的藏品數量及參觀人數都讓人驚艷。然而，過往故宮的經營側重於文物的珍藏功能及研究功能，未注重與大眾的溝通及育樂功能，對國內民眾而言，故宮陌生且遙遠。為拉近與民眾距離，故宮近年做了很多改變，其中包含與媒體舉辦限期且主題特殊的大型特展。 　　本研究以故宮在民國百年之年度特展《康熙大帝與太陽王路易十四－中法藝術文化的交會特展》為研究為例，訪問參觀過特展且使用導覽設備的觀眾，探討「策略體驗模組」、「體驗價值」、「顧客滿意度」及「顧客忠誠度」彼此之間的關係，並以研究成果為基礎，提出未來故宮舉辦此類特展的行銷策略建議。 　　本次研究兼含量化問卷及質化深度訪談。研究方法採用描述性統計、皮爾森積差相關分析、T檢定、迴歸分析等研究方法。 　　本次研究的結果如下： 1. 針對特展的舉辦提出五項行銷策略建議 2. 策略體驗模組對體驗價值具有顯著關係。 3. 策略體驗模組對顧客滿意度具有顯著關係。 4. 策略體驗模組對顧客忠誠度具有顯著關係。 5. 體驗價值對顧客滿意度具有顯著關係。 6. 體驗價值對顧客忠誠度具有顯著關係。 7. 顧客滿意度對顧客忠誠度具有顯著關係。 8. 部分人口變項，如性別、年齡、收入、教育程度等對體驗行銷、體驗價值、顧客滿意度及顧客忠誠度具有顯著差異性。 / National Palace Museum has been famous for its number of collections and the number of international visitors. However, Due to its focus on heritage preservation and research, National Palace Museum has ignored mass communication and entertainment. For many people in our country, National Palace Museum is so far away from them. To get closer to people in Taiwan, National Palace Museum has made lots of efforts over the past years, including holding special exhibitions. A special exhibition Emperor Kangxi and the Sun King Louis XIV held by National Palace Museum is taken as the object of this research. The purpose of this research is to explore the relation among strategy experiential modules, experiential value, customer satisfaction and loyalty. Moreover, this research tries to provide some marketing strategies on conducting special exhibitions based on research results. This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 366 effective questionnaires are obtained. The statistical analysis includes descriptive statistic, t-test, Pearson correlation, ANOVA, and regression. In qualitative approach, in-depth interview is utilized.　 The results of this research include: 1. 5 marketing strategy suggestions on conducting a special exhibition. 2. Strategy experiential modules have dramatic correlation with experiential value. 3. Strategy experiential modules have dramatic correlation with customer satisfaction. 4. Strategy experiential modules have dramatic correlation with customer loyalty. 5. Experiential value has dramatic correlation with customer satisfaction. 6. Experiential value has dramatic correlation with customer loyalty. 7. Customer satisfaction has dramatic correlation with customer loyalty. 8. Interviewees with different sex, age, education, profession, married status and income show significant differences.

台灣行動通信市場自從1997年開放自由競爭以來，市場發展迅速，到2003年用戶數到達最高峰，共2,509萬戶，普及率達111%，但2004年以來用戶數即出現下降趨勢，市場呈現飽和現象。在這樣競爭的環境下，各電信業者勢必要想辦法保有自己公司的忠誠顧客，並努力促成其他業者的顧客轉換過來，藉此來提高或維持自己的市場佔有率與獲利。 因此本研究由顧客滿意度和顧客忠誠度出發，研究滿意度對忠誠度的關係，並導入轉換成本之概念，研究轉換成本對忠誠度之影響，並探討轉換成本對於滿意度與忠誠度之間關係的干擾效果。 本研究以電信業為例，針對台北市使用2G、3G行動通訊服務之消費者進行研究，以便利抽樣之方式，在三大商圈共發放300份問卷，並回收有效問卷159份，經統計資料分析，本研究發現： (1) 顧客滿意度對顧客忠誠度具有正向關係。 (2) 轉換成本對顧客忠誠度具有正向關係。 (3) 顧客滿意度與忠誠度間之關係，會受到轉換成本之影響。 根據上述之結論，本研究建議電信業者可藉由提升特定項目之滿意度，來創造顧客忠誠，並靈活運用轉換成本之概念，藉由提高財務轉換成本，以降低舊客戶轉換到其他業者的意願；另一方面則創造比同業更低的程序轉換成本和不確定性成本，讓其他業者之用戶在考慮轉換過來時，不會面臨到很大的轉換成本。

品牌形象、品牌忠誠度、顧客滿意度與個人涉入在近期的研究皆為重要的討論議題。然而，過去的研究主要關注在UNIQLO的個案研究以及與其他服飾品牌的比較，沒有任何研究探討品牌形象、品牌忠誠度、顧客滿意度與個人涉入之間的利害關係。因此，本研究目的在探討品牌形象、品牌忠誠度、顧客滿意度與個人涉入之間的關係，以及影響到購買意願的主因。 本研究採用量化研究方法，以找出品牌形象、品牌忠誠度、顧客滿意度與個人涉入之間的利害關係。研究結果顯示品牌形象與顧客滿意度呈現正相關，品牌形象與顧客滿意度皆會影響到品牌忠誠度，而個人涉入會影響到品牌形象、顧客滿意度與品牌忠誠度之間的關係。 / Recent surveys have regarded customer satisfaction, brand loyalty, brand image and personal involvement as fundamental issues. The previous research has been focused on investigating the case study of UNIQLO and the comparison between other apparel brands. However, brand image, brand loyalty, customer satisfaction and personal involvement have not been extensively studied yet. Therefore, the research purpose is to examine the relationships among brand image, brand loyalty, customer satisfaction and personal involvement that could affect UNIQLO’s profitability. Quantitative research approaches were employed in this study in order to find out the relationships among these factors. Results of this research showed that Brand image is positively related to customer satisfaction, Brand image and Customer satisfaction significantly predicts brand loyalty. Brand image and Customer satisfaction would affect brand loyalty through its effect on personal involvement. / Table of Contexts Table of Contexts iv Table vi Figure vii CHAPTER ONE: INTRODUCTION 1 1.1Background 1 1.2 Statement of problems 2 1.3 Purpose of the study 3 1.4 Research question 4 1.5 Significance of the study 4 CHAPTER TWO: LITERATURE REVIEW 6 2.1 Brand image 6 2.1.1 Brand Image: Mystery, Sensuality, and Intimacy 8 2.2 Brand loyalty 9 2.2.1 Attitudinal brand loyalty 11 2.2.2 Significance of brand loyalty 13 2.3 Customer satisfaction 14 2.3.1 Significance of customer satisfaction 15 2.4 Personal involvement 16 2.5 The overview of the global apparel industry 18 2.5.1 ZARA 23 2.5.2 H&M 26 2.5.3 GAP 29 2.6 The overview of UNIQLO 32 2.6.1 Background 32 2.6.2 Global market share 35 2.6.3 Business mode 36 CHAPTER THREE: METHODOLOGY 38 3.1 Research frameworks and hypothesis 38 3.2 Research design 40 3.3 Measurement 40 3.3.1 Section I- Demographics 42 3.3.2 Section II – Brand image 42 3.3.3 Section III - Attitudinal Brand loyalty 43 3.3.4 Section IV- Customer satisfaction 45 3.3.5 Section V- Personal involvement 47 3.4 Participant 47 3.5 Data collection 48 3.6 Data analysis 48 CHAPTER FOUR: RESULTS 50 4.1 Description of Samples 50 4.2 Factorial Structure of the Questionnaire 52 4.3 Internal Consistency of the Questionnaire 58 4.4 Correlation analysis 59 4.5 Regression Analysis 60 4.5.1 Multiple regression analysis 60 4.5.2 Hierarchical regression analysis 63 4.6 Structural Equation Modeling 69 CHAPTER FIVE: DISCUSSION AND CONCLUSIONS 72 5.1 Discussion of research results 72 5.2 Implications 77 5.3 Limitations of the study 77 5.4 Recommendations for future research 78 References 79 APPENDIX A 83 APPENDIX B 85 APPENDIX C 87

面對競爭激烈的手機市場，消費趨勢已經從產品功能導向轉為消費體驗導向，體驗行銷(Schmitt，1999)改變了傳統只重視手機商品的性能與效益，轉而透過策略體驗模組(SEMs)與體驗媒介(ExPros)來提升產品附加價值。目前SonyEricsson索尼愛立信、NOKIA諾基亞、Samsung三星等手機巨頭都非常青睞體驗銷售方式，紛紛成立自家的品牌旗艦店並設立體驗平台，成為全新體驗式專賣店，此手法也成為各家品牌手機廠商傳達訊息給消費者最直接的模式。 本研究以SonyEricsson旗艦店為研究對象，研究方法採用便利抽樣方式進行調查，透過量化與質化探討體驗行銷的策略體驗模組SEMs、體驗價值、顧客滿意度與顧客忠誠度間的關係，並提出實務的體驗行銷建言。 研究結論如下： 一. 透過適當的策略體驗模組可以強化不同構面的體驗價值。 二. 體驗模組中的行動與關聯、思考與情感體驗可正向影響顧客滿意度。 三. 體驗模組的行動與關聯、思考及情感體驗可以正向影響顧客忠誠度。 四. 體驗價值中的投資報酬價值、卓越服務及趣味價值可以正向影響顧客滿意度。 五. 體驗價值中的投資報酬價值、卓越服務及趣味價值可以正向影響顧客忠誠度。 六. 顧客滿意度可以正向強化顧客忠誠度。 研究建議如下： 一. 旗艦店應為顧客形塑精準而創新的消費體驗。 二. 旗艦店應整合相關行銷資源，強化顧客感受到的經濟價值 三. 持續強化旗艦店的服務品質，積極提升優質和愉悅服務價值 四. 旗艦店應針對不同性別而有不同的產品行銷策略 關於索尼愛立信(Sony Ericsson) Sony Ericsson 創立於 2001年 10月，為 Sony Corporation 與Telefonaktiebolaget LM Ericsson 的合資企業，股權各佔一半。超過 7,500 個員工，致力於一系列產品、配件與應用程式的開發、設計、行銷、銷售、流通與服務。 有來自世界各地超過 40 個國家的員工，都受到各自所屬文化的激勵。從我們在瑞典、日本、中國、美國與英國的研發工作，到倫敦的全球管理，以至於世界各地的地區中心。 / With the fierece competition of mobile phone market, the trends of mobile consumbers had changed from product-oriented to experience-oriented Experiential Marketing (Schmitt, 1999) had transformed from traditional mobile phone product which merely emphasized on functionalities and effectiveness to add values on top of the product through the Strategic Experiential Modules SEMs and Experiential Providers ExPros. To present, Sony Ericsson, Nokia as well as Samsung mobile manufactures are very keen on experiential marketing by forming up their own flagship store and establishing a brand-new mobile phone experiential platform. This approach has become directly for branding mobile phone manufacturers to convey a marketing message to consumers. In this study, Sony Ericsson flagship store for the study, researchers used convenience sampling methods to investigate, through quantitative and qualitative strategies of experience marketing experience module SEMs, experience the value of the relationship between customer satisfaction and customer loyalty, and make practical experience of marketing suggestions. This case study is targeting at Sony Ericsson flagship store, analyzing the relations of Strategic Experiential Modules SEMs, Experiential Value, Customer Satisfaction and Customer Loyalty through qualitative and quantitative methodology, providing the practical marketing recommendations to the owner of flagship store. The result of this research shows : 1. Through appropriate SEMs can positively predict different aspect of experimental value. 2. SEMs -Act, Relate, Think and Feel can positively reinforce customer satisfaction. 3. SEMs -Act, Relate, Think and Feel can positively reinforce customer loyalty. 4. Experimental value CROI, service excellence and playfulness can positively reinforce customer satisfaction. 5. Experimental value CROI, service excellence and playfulness can positively reinforce customer loyalty. 6. Customer satisfaction can positively reinforce customer loyalty. Hereafter are the suggestions for Sony Ericsson Flagship Store to develop the marketing strategy onwards: 1. Flagship Store should provide accurate and innovative consumer experience to their customers. 2. Flagship Store should integrate relevant marketing resources to enhance experimental value CROI. 3. Continuing to strengthen the flagship store quality of service, and actively enhance the service excellence and playfulness. 4. Flagship store should have different gender-specific product marketing strategy About Sony Ericsson Sony Ericsson, a 50:50 joint venture of Sony Corporation and Telefonaktiebolaget LM Ericsson, was established in October 2001. Over 9,000 employees contribute to the development, design, marketing, sales, distribution and service of a full portfolio of products, accessories and applications. Hailing from over 40 countries and employed across the map, our people are inspired by the cultures that surround them. From our R&D operations in Sweden, Japan, China, the US and UK, to our global management in London to our regional centers around the world.

本研究試圖從美麗商機的角度切入，討論美麗消費產業的經營者如何提供服務與產品以及美麗消費市場的消費顧客對於此類消費的風險感知程度與消費經驗。研究討論服務品質、知覺風險、顧客滿意度、顧客忠誠度之於本研究的內涵。研究結果發現，醫學美容診所之服務品質、顧客知覺風險對顧客滿意度、顧客忠誠度具有顯著相關；醫學美容診所之服務品質對顧客知覺風險具有顯著負向相關；顧客滿意度對顧客忠誠度具有顯著正向相關；人口統計變項對於服務品質、知覺風險、顧客滿意度、顧客忠誠度具有部分的顯著差異性和影響。研究貢獻發現，微侵入式美容療程-過程導向-服務品質策略；整形美容手術療程-結果導向-口碑傳播策略；醫學美容之於上癮的消費行為。