21世紀的的台灣消費環境隨著國民所得的提昇已經逐漸轉型到體驗經濟的時代，美學經濟己植入在各行各業的行銷方案之中，因此，國人在感受到改變之下對於生活更加講究，消費者已經從重視商品的性能與效益轉而為追求除了基本價值外的感受價值，而此感受的價值不再是免費的，決策的行為也由理性的決策行為轉向理性與情感並重的消費者行為。故現代的企業運用情境、顧客喜好的消費體驗，為顧客打造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，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。
本研究以營養俱樂部部早餐店為研究對象，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和體驗價值、顧客滿意度、顧客忠誠度三者間的關係，並提出實務的體驗行銷建言。
研究發現如下：
一、透過適當的「策略體驗模組」可正向強化不同構面的「體驗價值」。
二、「體驗價值」對「顧客滿意度」具有顯著正向相關關係，影響程度依序為消費者投資報酬、美感、趣味性和卓越服務。
三、「體驗價值」對「顧客忠誠度」具有顯著正向相關關係，影響程度依序為趣味性、消費者投資報酬、美感和卓越服務。
四、顧客滿意度可以有效預測顧客忠誠度。
五、部份的人口統計變項對「體驗價值」有顯著差異。
六、人口統計變項對「策略體驗模組」、「顧客滿意度」和「顧客忠誠度」無
顯著差異。 / With the economic development and the improvement in the standard of living by growing income, the economic moves to Experiential economic gradually. The Esthetics economic imbedded into the marketing plan in the most of kind of industries. Therefore, people are more care about the living quality, change their focus from features and benefits to experiential value, so that the experiential value will not be the free offer anymore, the behavior of making purchasing decision changes from rationality to a combination with feeling. Corporate operates with the occasional customer preferences to create experiential value for customers. That is called “Experiential Marketing”, it is an important trend in the current experiential economic. Corporate improve the value for customers by five strategic experiential marketing models - Sense, Feel, Think, Act and Relate.
This case study is targeting to Nutrition Club, analyzing the relations of SEMs (Sense, Feel, Think, Act and Relate), Experiential Value, Customer Satisfaction and Customer Loyalty. Providing the practical suggestions to the club base on the analysis result.
The key findings are below:
1. By choosing right modules of SEMs can positively predict or influence al aspects of Experiential value.
2. The Experiential value can positively predict and influences to customer satisfaction, the sequence of the influencing are CROI, Aesthetics, Playfulness and Service Excellence.
3. The Experiential value can positively predict and influences to customer loyalty, the sequence of the influencing are Playfulness, CROI, Aesthetics and Service Excellence.
4. Customer satisfaction can positively predict customer loyalty.
5. Demographics variables have partially significant difference on Experiential value.
6. Demographics variables have no significant difference on SEMs, Customer Satisfaction and Customer Loyalty.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0094362016 |
| Creators | 鄧志鴻 |
| 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 |
Page generated in 0.002 seconds