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系統識別號 U0026-1407201216050200
論文名稱(中文) 體驗行銷、品牌形象與顧客滿意度、顧客忠誠度關係之研究 -以Haagen-Dazs冰淇淋為例
論文名稱(英文) The Relationship among Experiential Marketing, Brand Image and Customer Satisfaction, Customer Loyalty-A Case Study of Haagen-Dazs
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) 邢政欽
研究生(英文) Cheng-Chin Hsing
學號 R07991126
學位類別 碩士
語文別 中文
論文頁數 89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  品牌形象  顧客滿意度  顧客忠誠度 
英文關鍵字 Experiential marketing  Brand image  Customer satisfaction  Customer loyalty 
學科別分類
中文摘要 近年來,消費者的需求認知從過去的理性決策判斷已有慢慢轉移情感的需求,也更願意多投入多一些價格去得到更佳的品質及情感的滿足心理感受。而重視消費者的體驗感受,也成為企業爭取競爭優勢的關鍵因素之一。本研究主要是探討體驗行銷、品牌形象和顧客滿意度、忠誠度之間的關係。本研究以全球知名的Haagen-Dazs哈根達斯冰淇淋在台灣已成功發展17年為研究母體,對其建立的品牌形象及對顧客的體驗上與顧客滿意度、忠誠度的關聯性研究,以台灣地區有去過Haagen-Dazs哈根達斯冰淇淋直營店的消費者,採便利抽樣方式發放問卷並以質性焦點訪談的方式做一關聯性的研究。對360份有效問卷做了統計分析,研究的方法採用SPSS分析軟體進行實證分析,首先以因素分析與信度檢定萃取各構面的主要因素、並以相關分析、回歸分析、多變量分析去印證模型各個變數之間的相互關係。
透過量化與質化的研究結果可得到本研究的五大結論:一、體驗行銷(策略體驗模組)對品牌形象、顧客滿意度、忠誠度均有顯著影響關係,而需首重情感體驗行銷著手,會對品牌形象、顧客滿意度、忠誠度更有直接相關。二、哈根達斯在品牌形象中,滿足內心的自我價值的象徵性會大於產品本身的功能性,而且會與顧客滿意度、忠誠度有影響關係。三、顧客滿意度與顧客忠誠度有高度相關。四、哈根達斯忠誠度在自行重覆購買的行為會高於推薦他人使用的忠誠度行為。五、人口統計變項對體驗行銷(策略體驗模組)、品牌形象、顧客滿意度、顧客忠誠度有顯著差異性。另外,透過本研究的實證結果,提出下列幾點建議給予台灣哈達斯業者參考:加強情感體驗行銷、保持頂級品牌形象、加強年輕學生的培養、會員卡的推薦獎勵、進駐直營店到中南部主要城市及街道。
英文摘要 In recent years, customer demand cognitive judament from rational decision-making in the past has gradually shifted the emotional needs of consumers.Whereby, consumers are more willing to invest in price to get better quality and emotional satisfaction of psychological feelings.Consummer experiences and feelings have become one of the key factors in competitive advantage.This study investiagates the relationship between experiential marketing, brand image, comsumer satisfaction and consumer loyalty. This study examines the world-renowned Haagen-Dazs ice cream that is successfully establish in Taiwan for 17 years through its brand image,cosumer experience, consumer satisfaction and consumer loyalty. Correlation study based on questionnaires and qualitative focus interviews will be adopted through the consumers in Haggen-Dazs ice cream outlets in Taiwan.The 360 questionnaires will be analyzed through SPSS analysis software to gain the empirical results. Factor analysis and reliability test will be used to see the dimensions of the empirical results. Correlation, regression and multivariate analysis will prove the relationship between the variables.
Five conclusions can be obtained through quantitative and qualitative findings in this study. First experiential marketing, brand inage, consumer satisfaction and consumer loyalty have a significant impact on the relationship between constomer satisfaction and customer loyalty. Third, customer satisfaction and customer loyalty are highly correlated. Fourth, Haagen-Dazs self purchase behavior will be higher than recommended purchasing behavior. Lastly, experiential marketing, brand image, cosumer satisfaction and consumer loyalty are impacted by the demographic population. The empirical results of the study also recommend to reference Taiwan Haagen-Dazs:Strengthen the marketing emotional experience; maintain a top brand image;stenghem the culture of young students; award membership cards; and station outlets in south-central citises or streets.
論文目次 摘要 I
誌謝 IV
目錄 V
表目錄 VIII
圖目錄 X
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 哈根達斯冰淇淋簡介 5
第二節 體驗行銷 6
壹、 體驗的意涵 6
貳、 體驗經濟 7
參、 傳統行銷與體驗行銷的差異 8
肆、 策略體驗模組 10
伍、 體驗媒介 12
陸、 體驗行銷的評鑑工具 12
柒、 小結 13
第三節 品牌形象 13
壹、 品牌定義 14
貳、 品牌形象意涵 15
參、 品牌形象價值 16
肆、 品牌形象構面 17
伍、 小結 17
第四節 顧客滿意度 18
壹、 顧客滿意度定義 18
貳、 顧客滿意度構面 20
參、 顧客滿意度衡量尺度 20
肆、 小結 21
第五節 顧客忠誠度 22
壹、 顧客忠誠度定義: 22
貳、 顧客忠誠度衡量 24
參、 小結 26
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假說 28
第三節 操作型定義與變數衡量 28
壹、 體驗行銷 28
貳、 品牌形象 29
參、 顧客滿意度 30
肆、 顧客忠誠度 30
第四節 問卷設計 31
壹、 初擬研究問卷 31
第五節 研究對象與抽樣方案 32
壹、 問卷前測 32
貳、 問卷的發放與回收 32
第六節 資料分析方法 32
壹、 敘述性統計分析 32
貳、 效度分析 33
參、 因素分析(Factor Analysis) 33
肆、 信度分析 33
伍、 相關分析 34
陸、 迴歸與複迴歸分析 34
柒、 t檢定 34
捌、 變異數分析 35
第四章 研究結果 36
第一節 抽樣方法 36
壹、 樣本結構敘述性統計分析 36
第二節 樣本分析 39
壹、 衡量題之敘述性統計分析 39
第三節 因素分析 43
第四節 信度分析 49
第五節 Pearson相關分析 51
壹、 Pearson相關分析的判定標準: 51
貳、 Pearson相關分析結果: 52
第六節 各研究變項之迴歸與複迴歸分析 53
壹、 迴歸分析的判定標準: 53
貳、 體驗行銷對品牌形象之影響 53
參、 體驗行銷、品牌形象對顧客滿意度之影響 54
肆、 體驗行銷、品牌形象與顧客滿意度對顧客忠誠度之影響 54
伍、 體驗行銷子構面對品牌形象之影響 55
陸、 體驗行銷子構面及品牌個性對顧客滿意度之影響 56
柒、 體驗行銷子構面、品牌個性顧客滿意度對顧客忠誠度之影響 57
第七節 人口統計變項消費者在策略體驗模組、品牌形象、顧客滿意度
、顧客忠誠度差異分析 58
壹、 不同性別在「策略體驗模組」、「品牌形象」、「顧客滿意度」
、「品牌忠誠度」之比較 59
貳、 不同年齡層在「策略體驗模組」、「品牌形象」、「顧客滿意度
」、「品牌忠誠度」之比較 59
參、 三、不同教育程度在「策略體驗模組」、「品牌形象」、「顧客
滿意度」、「顧客忠誠度」之比較 60
肆、 不同婚姻狀況在「策略體驗模組」、「品牌形象」、「顧客滿意
度」、「顧客忠誠度」之比較 61
伍、 不同地區在「策略體驗模組」、「品牌形象」、「顧客滿意度」
、「顧客忠誠度」之比較 62
陸、 月收入在「策略體驗模組」、「品牌形象」、「顧客滿意度」、「
顧客忠誠度」之比較 62
柒、 職業類別在「策略體驗模組」、「品牌形象」、「顧客滿意度」
、「顧客忠誠度」之比較 63
第八節 假設驗證 64
第九節 修正後的研究架構 66
第十節 質化研究焦點團體訪談 66
壹、 訪談對象 67
貳、 訪談摘要歸納: 67
第五章 結論與建議 69
第一節 研究結論 69
壹、 研究目的之結論: 69
第二節 研究建議 72
壹、 以研究變數建議: 72
貳、 以行銷4P建議: 74
第三節 研究限制與後續研究建議 75
壹、 研究限制 75
貳、 後續研究建議 76
參考文獻 77
壹、 中文部份 77
貳、 英文部分 78
附件一、問卷調查表 83
附件一、焦點團體訪談 87
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