Schmitt提出對體驗行銷的定義為：「透過顧客經由觀察或參與事件後，感受某些刺激而誘發動機產生思想認同或消費行為，並將其價值持續的延續，則有助於品牌的記憶與區隔。」其主要理論是，產品或服務可以為顧客創造出完全的體驗，採用的方式是提供感官的，具感染力、創造性關聯的經驗，而作為一種生活形態行銷及社會性認同的活動。Schmitt (1999)並提出5大策略體驗模組：(1).感官(經由視、聽、觸、味與嗅覺體驗)；(2).情感(顧客內在的感情與感受)；(3).思考(顧客的想法為訴求)；(4).行動(身體的親自體驗)；(5).關聯(連接本身與他人或是文化相關性)，並結合體驗價值四大模組發展體驗行銷研究。
本篇論文以美國冰淇淋文化館BigTom為研究對象，根據第二章參考文獻的類型，再由第三章質化訪談及問卷量化的研究方式，探討策略體驗五大模組，體驗價值四大模組，與顧客滿意度及顧客忠誠度的相互關係，第四章 進一步研究資料分析及探討各構面間的影響程度。本研究第五章的研究結論歸類如下：
一. 策略體驗模組中關聯、情感及感官模組等構面可正向強化顧客滿意度。
二. 策略體驗模組中關聯、感官及情感模組等構面可正向強化顧客忠誠度。
三. 體驗價值模組中美感、投資報酬及卓越服務等價值可正向強化顧客滿意度。
四. 體驗價值模組中美感價值及投資報酬價值等構面可正向強化顧客忠誠度。
五. 顧客滿意度可正向強化顧客忠誠度。
六. 策略體驗模組五大構面可適當強化體驗價值四大構面。
關鍵字：策略體驗模組、投資報酬價值、顧客滿意度、顧客忠誠度。 / Accoding to the concept of experimental marketing proposed by Schmitt, the traditional marketing is emphasized on the price and fuction of the product; experimental marketing is more emphasizing to raise customer satisfaction and loyalty by touching customer’s sense, feeling, thinking, acting and relate to meet product selling purpose.
This research motivation toke American ice cream store-Bigtom for example, according to chapter 2 for the reference model.chapter 3 using quantitive and qualitative approach to study the relationship of SEMs(Sense, Feel, Think, Act and Relate), experimental value(Service Excellence, Aesthetics, and Playfulness), customer satisfaction, and customer loyalty, and the influence between each phases in chapter 4.
In chapter5, the results of this research are listed as below:
1. The relate﹐the feel and the sense three modules of SEMs can strengthen the customer satisfaction positively.
2. The relate, the sense and feel three modules of SEMs can strengthen the customer loyalty positively.
3. The pretty ﹐the experimental and the service excellence three value modules of experimental value can strengthen the customer satisfaction positively.
4. The pretty and the experimental two value modules of experimental value can strengthen the customer loyalty positively.
5. The customer satisfaction can strengthen the customer loyalty positively.
6. The SEMs can strengthen the customer loyalty positively.
Key Words :SEMs Module﹐experimental value﹐customer satisfaction﹐customer loyalty﹒
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095362015 |
| Creators | 蘇益立, Su, Yu-Li |
| 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 0.0021 seconds