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系統識別號 U0026-0507201212075700
論文名稱(中文) 體驗行銷、產品品質與顧客滿意度、顧客忠誠度影響之研究-以宜家傢俱為例
論文名稱(英文) The Relationship among Experiential Marketing, Impact of Product Quality and Customer Satisfaction, Customer Loyalty -A Case Study of IKEA
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 100
學期 2
出版年 101
研究生(中文) 陳文玲
研究生(英文) Wen-Ling Chen
學號 R07991396
學位類別 碩士
語文別 中文
論文頁數 124頁
口試委員 指導教授-祝鳳岡
共同指導教授-王明隆
口試委員-趙義隆
中文關鍵字 體驗行銷(策略體驗模組)  產品品質  顧客滿意度  顧客忠誠度 
英文關鍵字 experiential marketing (strategic experiential modules)  product quality  customer satisfaction  customer loyalty 
學科別分類
中文摘要 現代的居家用品代表生活品質及品味,來自瑞典大型傢俱賣場宜家家居(IKEA)的進駐,引起消費者對傢俱產品及居家擺設有了另類的思考﹔舒適的購物環境、流暢的路線規劃、悅耳的音樂及柔美的光線均襯托出產品的魅力,亦打造出完美的情境式體驗,讓前往賣場購物的消費者停下腳步思量番。而具有收納機能的傢俱產品也讓生活變得更便利。
行銷大師 Schmitt於1999年提出的「體驗行銷」概念中提到全球的行銷實務已造成一股風潮,透過策略體驗模組的體驗感受,來提高顧客的滿意度及忠誠度。因此本研究藉由來自瑞典大型傢俱賣場宜家家居(IKEA)作為研究主題,針對曾經至IKEA消費的顧客進行問卷調查及質性研究FGD焦點團體法等方式來探討體驗行銷(策略體驗模組)、產品品質、顧客滿意度、顧客忠誠度之影響程度及關係為何,並於最後提出行銷上的實務建議。
此次研究結果顯示:體驗行銷(策略體驗模組)之感官、情感、思考、行動、關聯共五項體驗對顧客滿意度有正向顯著關係﹔體驗行銷(策略體驗模組)之感官、情感、思考、行動、關聯共五項體驗對顧客忠誠度有正向顯著關係﹔產品品質中的機能及美感設計均會正向影響顧客滿意度及顧客忠誠度﹔顧客滿意度會正向影響顧客忠誠度﹔部份人口統計變項對體驗行銷(策略體驗模組) 、產品品質、顧客滿意度、顧客忠誠度有不同的差異。除此之外,IKEA的低單價策略是加強顧客購買的慾望,進而提升顧客的忠誠度的主因。

關鍵詞:體驗行銷(策略體驗模組)、產品品質、顧客滿意度、顧客忠誠度
英文摘要 Quality of life and taste is represented by the modern home supplies. From the largest Swedish furniture store IKEA allows customers to have different perceptions if furniture products and home furnishings; comfort in shopping environment; smooth planning; bring out the charm of products by the soft lighting and melodious music; create situational experience; finally to allow customers to stop and think. IKEA incorporates functional furniture products to allow convenience in life.
Marketing master Schmitt 1999 proposed the concept of experiential marketing where global marketing practices resulted in a trend of experience and feel through strategic experiential modules, which raises customer satisfaction and loyalty. This research studies the large furniture store IKEA from Sweden. Questionnaires and FGD focus group are used to explore the experiential marketing (strategic experiential modules) on IKEA customers. This qualitative research will help us understand the product quality; customer satisfaction; impact of customer loyalty and customer relationship. Thereby, concluding a practical advice on marketing.
The empirical results show: experiential marketing (strategic experiential modules) of sense, emotional, thinking and action is associated with a total of five customer satisfaction which has a positive significant relationship. Experiential marketing is also associated with a total of five experiences on customer loyalty which has a positive significant relationship. Function and aesthetic design product quality will affect customer satisfaction and loyalty positively. Customer satisfaction will positively affect customer loyalty. Demographic variables on experiential marketing (strategic experiential modules), product quality, customer satisfaction, customer loyalty have differences. In addition, the low priced strategy in IKEA is used to strengthen the desire of customer purchases.

Keywords: experiential marketing (strategic experiential modules), product quality, customer satisfaction, customer loyalty.
論文目次 摘要........................I
誌謝........................IV
目錄........................VI
表目錄.......................VIII
圖目錄.......................XI
第一章 緒論....................1
第一節 研究背景..................1
第二節 研究動機..................2
第三節 研究目的..................3
第四節 研究流程..................4
第二章 文獻探討..................5
第一節 傳統傢俱及DIY組裝傢俱市場.........5
第二節 體驗行銷..................10
第三節 產品品質..................19
第四節 顧客滿意度.................24
第五節 顧客忠誠度.................30
第三章 研究方法..................39
第一節 研究架構..................39
第二節 研究假說..................40
第三節 研究變數之操作型定義與衡量.........41
第四節 問卷設計..................44
第五節 研究對象與抽樣方法.............45
第六節 資料分析方法................45
第七節 前測信度檢驗................47
第四章 資料分析..................49
第一節 樣本敘述性統計分析.............49
第二節 樣本分析..................53
第三節 因素分析..................57
第四節 信度分析..................63
第五節 Person相關分析...............67
第六節 迴歸分析..................70
第七節 T檢定,ANOVA分析..............85
第八節 假設驗證..................93
第九節 實證後之研究假設..............94
第五章 結論與建議.................95
第一節 研究結論..................95
第二節 研究貢獻..................103
第三節 研究限制..................104
第四節 後續研究建議................105
參考文獻......................106
附錄一 正式問卷..................116
附錄二 焦點團體訪談................121
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