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系統識別號 U0026-0812200915331308
論文名稱(中文) 體驗行銷與體驗價值,客戶滿意度及客戶忠誠度之研究--以電信業概念店為例
論文名稱(英文) An Empirical Study of the Impacts of Telecom Concept Store Experiential Marketing on Experiential Value, Customer Satisfaction, and Customer Loyalty.
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 97
學期 2
出版年 98
研究生(中文) 李月秀
研究生(英文) Yueh-Hsiu Li
學號 ra796116
學位類別 碩士
語文別 英文
論文頁數 83頁
口試委員 指導教授-祝鳯岡
口試委員-林清河
召集委員-趙義隆
口試委員-劉明德
中文關鍵字 客戶忠誠度  體驗價值  體驗知覺  體驗行銷  客戶滿意度 
英文關鍵字 Experiential Perception  Experiential Marketing  Customer Loyalty.  Customer Satisfaction  Experiential Value 
學科別分類
中文摘要 自2005年10月台灣市場開放號碼可攜服務後,各家電信業者競爭加劇, 毛利也日漸在市占率的互相攻掠中,日益減少. 然而,各類型數據服務及手持式電子產品技術的創新,郤為電信業開啟另一個嶄新的契機; 唯, 電信服務的創新, 往往很難用文字就能取得客戶的偏好與使用, 讓消費者觸及,體驗, 試用,進而內化為自己的經驗,尚能發掘自己的需求, 才能真正讓其領域科技的進化為其生活帶來多少真正實質的便利,不僅自己購買,更能分享/奔相走告為服務推薦.

此篇研究,乃為探討體驗行銷與體驗價值,客戶滿意度與客戶忠誠度間的關係;並運用統計研究(包含因素分析,皮爾森分析,結構方程模式等量化分析)和質化研究,來了解不同模式/變數下,體驗行銷如何影響客戶忠誠度.
本研究結果發現體驗行銷對於客戶滿意度與客戶忠誠度有直接且顯著之影響.本研究所發掘的細項將讓讀者/業界對於顧客行為有更深一層的認識,並據以提供未來產品/服務/品質規劃,抑或是提升客戶滿意度及客戶忠誠度之參考.
英文摘要 Due to the innovation within technology in the telecommunication industry, increasing numbers of mobile applications have been developed and launched into the mass market. Promoting these is difficult if it is based on the customers’ imagination only, rather than physical examples. This is because customers need to see, try and feel the applications in order to gain personal experience related to product specifications and weight. Through this experience, customers can then decide which products or applications they need.
This study discusses the relationship between different models of experiential marketing and customer loyalty, where customer perception is treated as a moderating variable. The study gathers data through the questionnaire investigation method to empirically test the experiential marketing versus loyalty intention relationship and interaction. The statistical analysis includes confidence analysis, validity analysis, factor analysis, Pearson analysis and structural equation modeling (SEM).
The results of this study show that experiential marketing and experiential value have a significantly positive influence on consumer satisfaction and customer loyalty. These findings provide valuable information for mobile service operators, allowing them to better understand consumer behavior, to plan for further product or service promotions, and to improve service quality and customer value, satisfaction, and loyalty.
論文目次 TABLE OF CONTENTS
ACKNOWLEDGEMENTS III
ABSTRACT IV
TABLE OF CONTENTS VI
LIST OF TABLES X
LIST OF FIGURES XI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives and Contribution. 3
1.3 Research Scope. 4
1.4 Research Procedure. 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 Definition of the Research Constructs. 7
2.1.1 Experiential Marketing. 7
2.1.2 Experiential Value. 13
2.1.3 Customer Satisfaction. 14
2.1.4 Customer Loyalty. 15
2.2 Interrelationships among Experiential Marketing and Experiential Value. 16
2.3 Interrelationships among Experiential Value and Customer Satisfaction. 18
2.4 Interrelationships among Customer Satisfaction and Customer Loyalty. 19
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 20
3.1 The Research Model and Construct Measurement. 20
3.2 Construct Measurement. 22
3.2.1 Experiential Marketing. 23
3.2.2 Experiential Value. 25
3.2.3 Customer Satisfaction. 26
3.2.4 Customer Loyalty. 27
3.3 Hypotheses to be Tested. 27
3.4 Questionnaire Design. 31
3.5 Sampling Plan. 31
3.6 Data Analysis Procedure. 32
3.6.1 Descriptive Statistical Analysis. 32
3.6.2 Purification and Reliability of the Measurement Variables. 32
3.6.3 Differences in Research Variables among Groups. 33
CHAPTER FOUR RESEARCH RESULTS 34
4.1 Introduction 34
4.2 Descriptive Analysis 34
4.2.1 Date Collection. 34
4.2.2 Characteristics of Respondents. 35
4.2.3 Measurement Results for Relevant Research Variables. 37
4.3 Reliability Tests. 40
4.3.1 Experiential Marketing. 40
4.3.2 Experiential Value of the Concept Store Experiential Marketing. 44
4.3.3 Customer Satisfaction of the Concept Store. 45
4.3.4 Customer Loyalty of the Concept Store. 46
4.4 Structural Equation Modeling (SEM). 47
4.5 Correlation Analysis among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty. 51
4.5.1 Correlation Analysis between Experiential Marketing and Experiential Value. 52
4.5.2 Correlation Analysis between Experiential Marketing, Customer Satisfaction, and Customer Loyalty. 52
4.5.3 Correlation Analysis between Experiential Value, Customer Satisfaction and Customer Loyalty. 53
4.5.4 Correlation Analysis between Customer Satisfaction and Customer Loyalty. 54
4.6 In-depth Interview. 54
4.6.1 Introduction. 54
4.6.2 Interviewee’s Background. 55
4.6.3 In-depth Interview Results. 55
CHAPTER FIVE RESEARCH RESULTS 57
5.1 Introduction. 57
5.2 Research Conclusions. 57
5.2.1 Experiential Marketing and Experiential Value. 59
5.2.2 Experiential Marketing and Customer Satisfaction. 60
5.2.3 Experiential Value and Customer Satisfaction. 60
5.2.4 Customer Satisfaction and Customer Loyalty. 61
5.3 Research Suggestions. 61
REFERENCES 63
APPENDICES 68
Appendix 1: English Questionnaire. 68
Appendix 2: Chinese Questionnaire. 74
Appendix 3: In-depth Interview 81
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