與傳統行銷相反，Schmitt（1999）提出的體驗行銷將焦點放在顧客體驗上，提供知覺的、情感的、認知的、行為的以及關係的價值來取代功能價值，不同於商品與服務停留在顧客之外，體驗可以深入到顧客的內在，並將其價值持續的延續，有助於品牌的記憶與區隔。
本研究以好市多（Costco）做為研究案例，透過質化與量化研究探討策略體驗模組SEMs（感官、情感、思考、行動、關聯策略模組）、體驗價值（投資報酬、卓越服務、美感、趣味性價值）、顧客滿意度與顧客忠誠度間之關係，並提出實務的建言。
研究結果發現如下：
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、「策略體驗模組」五個構面以及「體驗價值」四個構面皆可正向強化「顧客滿意度」。
三、關聯體驗、情感體驗、行動體驗都可以影響忠誠度，「關聯體驗」訴求品牌社群的意識與凝聚對「顧客忠誠度」影響力最大。
四、體驗價值中僅有「美感價值」無法影響「顧客忠誠度」，剩餘構面中影響力最大則是「趣味性價值」。
五、顧客滿意度可以有效預測顧客忠誠度。 / Different from traditional marketing theory, experiential marketing (Schmitt 1999) focuses on customer experience, offering customer the value of sense, feel, think, act & relate to take place of traditional marketing functional value. Products & services can only touch customers’ outside, but experience can go inside customers’ hearts, and the value of experience will last for a very long time. To use experiential marketing well will help enterprise brand outperform others and memorized by customers.
This research uses Costco as the case to study the relationship of SEMs(Sense, Feel, Think, Act & Relate), experiential value(CROI, Service Excellence, Aesthetics, & Playfulness), customer satisfaction, and customer loyalty. Also at the end, this research will offer practical suggestions to Costco.
Our findings as following:
1.By choosing right modules of SEMs can positively predict or influence all aspects of experiential value.
2.All five modules of SEMs and four aspects of experiential value can positive predict or influence customer satisfaction.
3.Relate, Feel, & Act modules can positively predict or influence customer loyalty. Relate module appealing to the coherence of brand community is the most important factor to predict customer loyalty.
4.Only Aesthetics can’t positively predict customer loyalty. For the rest, Playfulness is the most important factor to influence customer loyalty.
5.Customer satisfaction can positively predict customer loyalty.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095362019 |
| Creators | 許泓祺, Hsu, Hong Chi |
| 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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