體驗行銷與顧客忠誠度、顧客滿意度之關係—以ESPN行銷SBL為例

Abstract

體驗行銷是進入體驗經濟後的一個重要趨勢，但綜觀過去研究，國內外文獻缺乏關於體驗行銷之實證性研究及將體驗行銷、體驗價值、品牌形象共同探討，故引發本研究之動機。\r\n\r\n爲探討體驗行銷之知識領域，本研究以體驗行銷之策略體驗模組為自變項，顧客忠誠度與顧客滿意度為應變項，探討體驗行銷與顧客忠誠度與顧客滿意度之關係。\r\n\r\n研究資料針對有到場或無到場觀看經驗之SBL參與者，以網路問卷調查之（便利抽樣）。於BBS上籃球版招募自願受訪者，共計回收326份，有效問卷為317份，有效問卷回收率為97.54%。資料分析採用Cronbach’s α信度分析、描述性分析、相關性分析、單因子變異數分析以及複迴歸分析來驗證假設。\r\n\r\n研究結果顯示：策略體驗模組各構面對於顧客忠誠度與顧客滿意度成正向顯著相關。情感與關連體驗對於顧客忠誠度有正向影響。感官、思考與行動體驗對於顧客滿意度有正向影響。

Experiential marketing is an important trend while stepping into the age of experience economy. However, reference in the past lack of specific discussion and empirical study regarding experiential marketing, customer loyalty and customer satisfaction. That’s what motivated this research.\r\n\r\nTo expand the epistemic field of experiential marketing, the research used Strategic Experiential Modules of experiential marketing as the independent variable and customer loyalty and customer satisfaction as the dependent variable to explore the relationships between experiential marketing and customer loyalty and customer satisfaction.\r\n\r\nThe research data was collected by internet questionnaires, which were completed by those who had experienced or participated in SBL games (convenient sampling). By recruiting volunteers on BBS basketball boards, 326 questionnaires were collected. 317 completed questionnaires are considered valid. The valid response rate is 97.54%. The data analysis adapted Cronbach’s α reliability analysis, descriptive statistics, correlation analysis, one-way ANOVA and multi-regression to verify the hypotheses.\r\n\r\nThe research results indicate that the five dimensions of Strategic Experiential Modules are all positively related to customer loyalty and customer satisfaction. Sense and relate experience are positively related to customer loyalty. Feel, think and action experience are positively related to customer satisfaction.