體驗行銷相當受到企業與行銷界的重視。這個趨勢乃是因應消費者對消費商品的關注不再只是停留在於對消費商品本身的考量，進而開始注重消費商品所帶來的服務和整體感受。企業開始與消費者進行對話，觀察消費者的需求，體驗行銷因而廣為應用。Nike-Running Club以活動方式，利用社群集結慢跑同好的體驗行銷模式，引發本研究之動機。採實證探討方式，研究體驗行銷、體驗價值、品牌形象、顧客滿意與忠誠度的關係。本研究分析結果如下：
(1)差異性分析顯示, 不同人口變項對體驗價值、顧客滿意、品牌形象及忠誠度的差異性是顯著的。研究顯示參與活動次數較多者在體驗價值、顧客滿意與忠誠度得分顯著高於參與活動次數較少者。
(2)實證分析體驗行銷、體驗價值、顧客滿意、品牌形象及忠誠度之內涵方面顯示: 在各不同分析層面所有的變數中情感體驗、趣味性價值的影響力是相對較強的，思考體驗及消費者投資報酬價值相對是較弱。體驗價值對品牌形象之影響力較低。
(3)顧客滿意、忠誠度與品牌形象各變數彼此相互影響，其中又以顧客滿意影響忠誠度的強度較高。
(4)體驗行銷與體驗價值呈現顯著正相關。體驗價值、品牌形象、顧客滿意與忠誠有顯著正相關。 / Experiential Marketing has received great attention from enterprises and the marketing field. This trend corresponds to the fact that there is growing number of customers paying attention, beyond consumer goods themselves, to the service and the total quality of the consumer goods they purchase. The dialogue between enterprise and customers begins with enterprise observing the needs of the customers in the way of Experience Marketing. For example, Nike-Running Club designed experiential marketing programs and memberships to attract social group participation. This research used Nike-Running Club as a case to empirically study the relationships of Experiential Marketing, Experiential Value, Customer Satisfaction, Brand Image and Brand Loyalty.
Convenience sampling methodology is used to sample customers of Nike-Running Club. ANOVA and Regression analyses are used to analyze the data collected via questionnaire. The results show:
(1)ANOVA analyses indicate, variations among different demographic variable groups are significant. Especially, the frequent participants show higher Experiential Values, Customers Satisfaction and Brand Loyalty than less frequent participants.
(2)Empirical analyses of the measures of Experience Marketing, Experience Value, Customer Satisfaction, Brand Image and Brand Loyalty show: Among all the measurements at different analysis levels in regression models, sensing experience and playfulness have relative higher strength; thinking experience and customer return on investment experience value have less strength. Also, Experience Value has less impact on Brand Image.
(3)Customer Satisfaction, Brand Loyalty and Brand Image mutually influence each other. Among which, Customer Satisfaction has higher impact on Brand Loyalty.
(4)Experiential Marketing and Experience Value have significant positive correlation. Experiential Value, Brand Image, Customer Satisfaction and Brand Loyalty have significantly positive correlation with one another.
This research also conducted interviews to collect qualitative data to support and interpret quantitative analysis results and propose suggestions for future research.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0094932325 |
| Creators | 楊登鈞, Yang, Teng-Chun |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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