進階搜尋


下載電子全文  
系統識別號 U0026-0302201520022100
論文名稱(中文) 體驗行銷、服務品質、體驗價值對顧客滿意度與顧客忠誠度影響之研究-以3C連鎖通路S公司為例
論文名稱(英文) The Study of the Relationship among Experiential Marketing, Service Quality, Experiential Value on Customer Satisfaction and Customer Loyalty–A Case Study of 3C Chain Retailer
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 103
學期 1
出版年 104
研究生(中文) 張世強
研究生(英文) Shih-Chiang Chang
學號 R07024725
學位類別 碩士
語文別 中文
論文頁數 90頁
口試委員 指導教授-祝鳯岡
召集委員-邱淑華
口試委員-王明隆
中文關鍵字 體驗行銷  服務品質  體驗價值  顧客滿意度  顧客忠誠度  連鎖通路 
英文關鍵字 Experiential Marketing  Quality of Service  Value of Experience  Customer Satisfaction  Customer Loyalty  Retail Channel 
學科別分類
中文摘要 本研究主要是以3C連鎖通路S公司的消費者為研究對象,探討消費者對於S公司的體驗行銷、服務品質、體驗價值、顧客滿意度與顧客忠誠度間的關聯性。研究針對S公司的北部、中部及南部門市進行問卷抽樣調查,共計發出問卷500份,總共回收485份,剔除無效問卷83份,實際有效問卷為402份,有效問卷的回收率為80.4%。根據研究目的需要,將利用統計方法進行分析,最後針對4位消費者進行質化訪談,將量化統計的結果與質化訪談內容予以對照說明。
經由分析的結果顯示顯示體驗行銷、服務品質、體驗價值對顧客滿意度與顧客忠誠度具有正向的影響,其中體驗價值對於顧客滿意度與忠誠度的影響效果顯著,性別與居住地區對於體驗行銷、服務品質、體驗價值、顧客滿意度與顧客忠誠度並無顯著的影響。
其中受訪的消費者較為認同的有【門市的服務人員互動讓我覺得有親切感、門市人員會主動介紹並解說產品給顧客、門市3C商品的體驗環境是領先其他業者、門市人員的服裝與儀容感到滿意服務品質及推薦親朋好友到門市購買購買3C商品】,較不認同的有【門市有多種類型商品的體驗商品、門市的環境是乾淨整潔的、門市的整體環境能提供數位生活的風格、門市所提供的商品展示種類的多樣性感到滿意、即使其它3C業者的門市有促銷活動時,我仍會到S公司門市購買3C商品】。
綜合量化統計與質化訪談後的結果,S公司要提升顧客滿意度與顧客忠誠度首要應加強體驗價值,讓消費者在商品體驗時有體驗的禮物,在消費時有商品的促銷或加贈贈品的方案,讓消費者有物超所值的感覺,其次是服務品質的加強,門市的產品擺設要明確的標示各專區,讓消費者快速的找到想要體驗的商品(如:電視專區)。
英文摘要 The research focuses on Company S’s customers to discuss the correlation among
experiential marketing, quality of service; experiential value ; customer satisfaction and customer loyalty.It took questionnaire survey from consumers of various age groups, and obtained 402 valid questionnaires in total to conduct data analysis and hypothesis verification via SPSS software. In addition, it contacted with 4 users to conduct the qualitative in-depth interview. Finally it compared interview content with quantitative statistical results.
論文目次 摘要 I
Extended Abstract II
誌謝 V
目錄 VI
表目錄 VIII
圖目錄 XI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究對象與範圍 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 體驗行銷 5
第二節 服務品質 9
第三節 體驗價值 14
第四節 顧客滿意度 16
第五節 顧客忠誠度 17
第三章 研究方法 20
第一節 研究架構 20
第二節 研究假說 21
第三節 研究變項與操作型定義 21
第四節 資料收集 27
第五節 資料分析方法 28
第四章 研究結果 31
第一節 樣本結構與敘述性統計 31
第二節 因素分析與信度檢定 39
第三節 皮爾森積差相關分析 45
第四節 迴歸分析 51
第五節 差異分析 61
第六節 假設驗證 69
第七節 質化訪談 71
第五章 結論與建議 74
第一節 研究結論 74
第二節 研究建議 78
第三節 未來研究建議 79
參考文獻 80
Reference 81
附錄 問卷 85
參考文獻 中文部分
1. 王世澤(2002),「體驗行銷:模型發展與實務驗證」,國立中央大學企業管理研究所碩士論文。
2. 曾光華、陳貞吟(2002),體驗行銷的特性與應用,第一屆服務業行銷暨管理學術研討會論文集,嘉義縣:國立嘉義大學管理學院。

Reference
1. Anderson, E. W., & Fornell, C. (2000). Foundations of the American Customer Satisfaction Index. Total Quality Management, 11(7), 869-882.
2. Babin, B. J., W. R. Darden, and M. Griffin (1994), “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value.” Journal of Consumer Research, 20, No.4, pp.644-656.
3. Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality:From expectation to behavioral intentions. Journal of Marketing Research, 1(30), 7- 27.
4. Carbone, L. P., (2004), Clued in: How to keep customers coming back again and again.Upper Saddle River, NJ: Finance Times Prentice Hall.
5. Cardozo, R. N.(1965), “An Experimental Study of Customer Effort,Experction and Satisfaction”, Journal of marketing Research, Vol.2,pp244-249.
6. Churchill, G. A. Jr. & Surprenant, C. 1982.An Investigation into the Determinant of Customer Satisfaction. Journal of Marketing Research, 19: 491~504.
7. Crosby, Lawrence A. and Nancy Stephens. 1987. Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry, Journal of Marketing Research 24, pp.404-411.
8. Czepiel, J., Rosenberg L. and Akerele, A. (1974), “Perspectives on Consumer Satisfaction”, Quoted in AMA Educators’Proceedings (pp.119-123). Chicago, American Marketing Association.
9. Day, G. (1984).Modeling Choices Among Alternative Responses to Dissatisfaction. In Advances in Consumer Research.
10. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1986), Consumer Behavior, 6th ed., Hinseale, IL : The Dryden Press.
11. Gronholdt, L., Martensen, A., & Kristensen, K., “Customer satisfaction measurement at post demark: Results of application of the European customersatisfaction index methodology.”Total Quality Management, Vol.11(7), 2000, p.1008.
12. Gronroos, C., 1984. A Service Quality Model and its Marketing Implications. EuropeanJournal of Marketing, 18(4): 36-44.
13. Holbrook, M. B., & Hirschman, E. C., The Experiential Aspects of Consumption:Consumer Fantasies, Feelings, and Fun, Journal of Consumer Research, Vol. 9,pp.132-140, 1982.
14. Holbrook, M.B. and Corfman, K.P.(1985), “Quality and Value in the Consumption Experience:Phaedrus Rides Again”, in Perceived Quality: How Consumers View Stores andMerchandise, Jacob Jacoby and Jerry C. Olson (Eds.), Lexington, MA: Lexington Books,pp.31–57.
15. Hope, C. Muhlemann, A., (1998), Service Operations Management, EnglewoodCliffs, NJ: Prentice Hall.
16. Howard, J.A. and Sheth, J.N. (1969), The Theory of Buyer Behavior, Appleton-Century-Crofts Co., N.Y., 28-45.
17. Jones, T. O. & W. E. Jr. Sasser (1995), “Why Satisfied Customer Defect,” Harvard Business Review, Vol. 73, No. 6, pp. 88-99.
18. Kotler, P. & Armstrong, G. (2002), Principles of Marketing, 9th ed.,N.J. ,Prentice-Hall Press.
19. Kotler, P. (2003). Marketing management (11th ed.). Upper Saddle River, NJ: Prentice Hall International, Inc.
20. Lewis, R. C. and Booms, B. H. (1983), “The Marketing Aspects of Service Quality”Quoted in: L. Berry et al. Emerging Perspectives on Service Marketing (NewYork:American Marketing Association, 1983).
21. Lovelock, C., & Wright, L. (2002). Principles of service marketing and management (2nd ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
22. M.Wolf. The Entertainment Economy: How Mega Media Forces Are Transforming Our Live.NY:Random House. 1999.
23. Marr, J. W. (1986), “Letting the Consumer Be the judge of Quality,” Quality Progress,Oct., pp.46-49.
24. Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization,measurement and application in the catalog and internet shopping environment.Journal of Retailing, 77(1), 39-56.
25. Mitra, A. (1993). Fundamentals of quality control and improvement. New York:Macmillan.
26. Norris, R. T.(1941). The theony of consumer’s demand. New Haven,CT:Yale University Press.
27. Oliver, R. L. 1997. Satisfaction a behavioral perspective on the consumer.New York: McGraw-Hill.
28. Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing,49, 41-50.
29. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 1240.

30. Pine & Gilmore(1998)“Welcome to The Experience Economy”,Harvard BusinessReview, Boston,Vol.76 (4), Jul/Aug,102
31. Raphel, Murray(1995), “The art of direct marketing: Upgrading prospects to advocates”, Direct Marketing, Vol. 58, Iss. 2
32. Reichheld, F. F. & W. E. Sasser (1990), "Zero Defection: Quality Comes to Services," Harvard Business Review, 68, pp.105-111.
33. Rust R.T. and R.L. Oliver, “Service Quality: Insights and Managerial Implication from The Frontier”, New York: Sage Publications, 1994.
34. Schmitt, B. H., Experiential Marketing, The Free Press, 1999.
35. Sheth, J. N., Newman, B.I., & Gross, B. L. (1991). Consumption values and market choices: Theory and applications. South-Western.
36. Shoemaker, S. and R. C. Lewis (1999), “Customer Loyalty:The Future of Hospitality Marketing”, International Journal of Hospitality Management, pp. 345-370
37. Westbrook , R. A., 1981, “Intrapersonal affective influences on consumer satisfaction with products”, Journal of Consumer Research, 7: 49-54.
38. Zeithaml, Valarie A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing,52(July), 2–22.
39. Zimmerman, C.D. “Quality Key to Service Productivity,” Quality Progress, Vol.18, No.6, pp.32-35, June 1985.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2018-02-12起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2018-02-12起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw