碩士 / 東吳大學 / 企業管理學系 / 106 / Developed by the innovative services, “Experience Economy” builds a peculiar customer context so that consumers are able to assimilate into certain designed conditions. By means of this, consumer value will be conceived during the process of each transaction. Hence, the targeted goal towards customer loyalty can be accomplished by enforcing the approaches based on the playful and fine customer experience. The research puts the emphasis on “Hidilao Hot Pot” restaurant in China which, in 2105, has started its overseas franchises in Taiwan with its significant annual turnover (nearly above 1 billion RMB) in the restaurant industry.
This research attempts to investigate into the inter-relationship among experience marketing、experience-value and customer loyalty. Firstly, “the experience marketing” is proposed by Schmitt & Brakus（1999）as well as the evaluation scale which contains major five categories for rating: sensory, affective, cognitive, behavioral and social one. And there will be a dimension constructed by those 5 rating scales. Secondly, “the experience-value” is derived from four perceptions to frame the scale rating: customer return on investment, service excellence, aesthetics and playfulness which is introduced by Mathwick, Malhotra & Rigdon（2001）. At last, the research questionnaires are conducted by the method of convenience sampling. And it adapts statistical narrative, factor analysis, analysis of variance (ANOVA) and regression analysis for thoroughly scrutinizing collected data.
There have been 249 questionnaires featured with validity after the completion of the field research. Eventually, the results from the analysis shows that experience marketing and experience-value have the positive correlation coefficient. Also, experience-value has the distinct and positive effect on customer loyalty. Besides, the effects caused by experience marketing on customer loyalty has generated the influence of intervening variable through experience-value. All in all, in this study case focused on “Hidilao Hot Pot” restaurant, the experience-value has highly correlated with behavioral experience and social experience. In addition, the perception of playfulness has the most influential impact on the customer loyalty.
| Identifer | oai:union.ndltd.org:TW/106SCU00121023 |
| Date | January 2018 |
| Creators | HUANG, HUEI-CHUN, 黃惠君 |
| Contributors | LIN, YANG-CHU, 林陽助 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 72 |
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