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系統識別號 U0026-2207201700334800
論文名稱(中文) 體驗行銷、體驗價值、顧客滿意度與從眾行為之研究-以長榮航空與廉價航空為例
論文名稱(英文) A Study of Experiential Marketing, Experiential Value, Customer Satisfaction and Conformity-An example of EVA AIR and Low-cost Carrier
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 105
學期 2
出版年 106
研究生(中文) 徐瑞澤
研究生(英文) Rui-Ze Xu
學號 R46041235
學位類別 碩士
語文別 中文
論文頁數 189頁
口試委員 指導教授-黃瀞瑩
口試委員-周信輝
口試委員-方世杰
口試委員-李慶芳
中文關鍵字 體驗行銷  體驗價值  顧客滿意度  從眾行為 
英文關鍵字 experiential marketing  experiential value  customer satisfaction  conformity 
學科別分類
中文摘要 近年來,廉價航空在台灣成長快速,不少國外的廉價航空公司在台灣設立航點,這樣的情況使得傳統航空公司備感壓力。在如此激烈的競爭之下,傳統航空公司必須改變公司的策略來吸引旅客。體驗的時代來臨,體驗行銷策略能夠讓顧客產生不同的感受,進而產生競爭優勢並與競爭對手差異化。例如IKEA,店內的氣氛讓消費者感受愉悅、輕鬆,使得消費者願意購買產品來模仿店內的擺設。另外,從眾行為是人會受到團體(不論是家庭或是親朋好友)的影響,本研究欲了解消費者面對傳統航空或是廉價航空,是否有從眾行為之影響,故本研究旨在探討體驗行銷、體驗價值、顧客滿意度與從眾行為之間的關係,以長榮航空公司與廉價航空為例。將比較兩航空公司在此研究架構下體驗行銷、體驗價值、顧客滿意度與從眾行為是否有顯著差異。
根據本研究的結果顯示,體驗行銷對體驗價值存在有顯著影響,長榮航空樣本中,體驗價值在體驗行銷與顧客滿意度之間為部分中介效果,而廉價航空樣本中,體驗價值在體驗行銷與顧客滿意度之間為完全中介效果。表示消費者在搭乘廉價航空時,體驗價值對顧客滿意度之影響非常強烈。另外,在從眾行為為調節變數之下,對搭乘長榮航空的消費者與對搭乘廉價航空的消費者,對於體驗價值對顧客滿意度之間關係並無顯著影響。說明搭乘航空的消費者並不會因為家人或朋友的想法或行為而影響消費者自己。故從長榮航空的樣本來看,消費者會因為航空公司之體驗行銷策略進而影響消費者的顧客滿意度,本研究認為航空公司針對體驗行銷策略進行規劃與實行,對於提升顧客滿意度是有幫助的。
英文摘要 In recent years, low-cost airlines have been growing rapidly in Taiwan, and many foreign low-cost airlines set up a waypoint in Taiwan, this situation makes the traditional airlines feel the pressure. Under such intense competition, traditional airlines must change the company's strategy to attract travelers. With the advent of the experiential era, experience marketing strategies can make customers possess different feelings, thus produce competitive advantage and differentiate from competitors. For example, in IKEA, the atmosphere in the store makes consumers feel pleasure and easy, so consumers are willing to buy products to imitate the store atmosphere. In addition, the behavior of people will be affected by group opinion (like family or friends). This study is to understand whether conformity is the factor that affects the decisions when consumers face traditional or low-cost carrier. This study aims to explore the experiential marketing, experiential value, customer satisfaction and conformity, with the example of the relationship between EVA AIR and low-cost carrier. Under this research framework, the two airlines will be compared to analysis the significant differences using the index of experiential marketing, experiential value, customer satisfaction and conformity.
According to the results of this study, experiential marketing has a significant effect on the experiential value. In the sample of EVA AIR, the experiential value is part of the mediating effect between experiential marketing and customer satisfaction. In the sample of low-cost carrier, the experiential value is complete mediating effect between experiential marketing and customer satisfaction. It is said that when consumers take low-cost carrier, the experiential value has very strong influence on customer satisfaction. In addition, with conformity as the moderator, there is no significant effect on the relationship between experiential value and customer satisfaction in both cases when consumers take the EVA AIR and low-cost airline, which indicates that consumers who travel by air will not be affected by group opinions. Therefore, from the sample of EVA AIR, we can find that experiential marketing strategy of the airline will affect customer satisfaction. This study suggest that airlines’ planning and implementation of experiential marketing strategy is helpful in order to improve customer satisfaction.
論文目次 目錄
摘要 i
Abstract ii
誌謝 viii
目錄 ix
表目錄 xiii
圖目錄 xx
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究流程 7
第二章 文獻探討 9
第一節 廉價航空 9
壹、廉價航空之概念 9
貳、廉價航空與傳統航空之比較 9
第二節 體驗行銷 12
壹、體驗的意義 12
貳、體驗經濟的概念 12
參、體驗行銷 15
第三節 體驗價值 24
壹、價值的意義 24
貳、體驗價值之概念 24
第四節 顧客滿意度 29
壹、顧客滿意度之概念 29
貳、顧客滿意度衡量標準 31
第五節 從眾行為 31
壹、從眾行為之概念 31
貳、從眾行為之相關解釋理論 32
參、從眾行為之模型架構 34
第三章 研究方法 39
第一節 研究架構 39
第二節 研究假設 40
第三節 研究變項之操作型定義 41
壹、體驗行銷 41
貳、體驗價值 42
參、顧客滿意度 43
肆、從眾行為 44
第四節 問卷設計 45
壹、體驗行銷問卷設計 45
貳、體驗價值問卷設計 46
參、顧客滿意度問卷設計 47
肆、從眾行為問卷設計 48
伍、人口統計變項 49
第五節 資料統計分析方法 50
第四章 研究結果與分析 53
第一節 樣本結構 53
第二節 信度分析與因素分析 56
壹、信度分析 56
貳、KMO檢定、MSA與球型檢定 60
第三節 敘述性統計分析 60
壹、體驗行銷之敘述性統計分析 60
貳、體驗價值之敘述性統計分析 63
參、顧客滿意度之敘述性統計分析 65
肆、從眾行為之敘述性統計分析 66
第四節 變異數分析 68
壹、航空類別之變異數分析 68
貳、性別之變異數分析 71
參、職業之變異數分析 76
肆、年齡之變異數分析 80
伍、教育程度之變異數分析 87
陸、月平均可支配所得之變異數分析 88
柒、平均每年搭乘飛機次數之變異數分析 93
捌、最常搭乘艙等之變異數分析 100
第五節 迴歸分析 101
壹、中介分析 101
貳、調節分析 130
第六節 研究結果驗證 148
第五章 結論與建議 155
第一節 研究結論 155
第二節 研究建議 155
第三節 研究限制 157
第四節 後續研究建議 158
參考文獻 159
壹、中文部分 159
貳、英文部分 160
附錄 166
壹、長榮航空正式問卷 166
貳、廉價航空正式問卷 175
參、廉價航空研究架構 183
肆、廉價航空研究假設 184
伍、廉價航空操作型定義 185
陸、廉價航空問卷設計 187

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