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題名 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
A Study of the Relationship between Experiential Marketing, Customer Loyalty and Customer Satisfaction
作者 陳冠全
貢獻者 祝鳳岡
陳冠全
關鍵詞 體驗行銷
顧客忠誠
顧客滿意
品牌形象
日期 2005
上傳時間 11-Sep-2009 16:12:06 (UTC+8)
摘要 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。
     
     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。
     
     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。
     
     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.
     
     To 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.
     
     The 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.
     
     The 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.
參考文獻 中文部分
1. 王育英、梁曉鶯譯(2000)。Bernd H. Schmitt 著。「體驗行銷」。台北:經典傳訊。
2. 李美華等譯(1998)。Earl Babbie著。「社會科學研究方法」。台北:時英。
3. 陳振燧(1996)「企業形象、顧客滿意與品牌權益之關係研究-以連鎖便利商店為例」。銘傳大學管理科學研究所碩士班。
4. 蘇宗雄(2000)「感性抬頭,進入大體驗時代」。設計雜誌,第93卷,頁5-8。
5. 高明智(2001)。「由旅情談體驗行銷與服務」。突破雜誌,第187卷,頁14-16。
6. 高明智(2001)「由旅情談體驗行銷與服務」。突破雜誌,第187卷,頁14-16。
7. 張慶珍(2002)「從體驗行銷的觀點探討廣告的視覺符號-以女性雜誌服飾廣告為例」。銘傳大學設計管理研究所碩士論文。
8. 袁薏樺(2003)「體驗行銷、體驗價值與顧客滿意之研究」。國立台北科技大學商業自動化與管理研究所碩士論文。
9. 吳來靜(2003)。「以體驗行銷觀點探討消費者對氣氛之體驗及構成線索—以餐飲業為例」。國立嘉義大學行銷與流通管理研究所碩士論文。
10. 陳育慧(2003)。「體驗行銷之探索性研究—統一星巴客個案研究」。中國文化大學觀光事業研究所碩士論文。
11. 張立品(2003)。「品牌體驗對品牌關係影響之研究」。逢甲大學企業管理研究所碩士論文。
12. 張瓊莉(2003)。「以體驗行銷觀點探討商店氣氛與消費者體驗之研究—以購物中心為例」。國立嘉義大學行銷與流通研究管理研究所碩士論文。
13. 洪穎思(2004)「體驗行銷與品牌形象互動之探討」。淡江大學管理科學研究所碩士論文。
14. 黃映瑀(2005)「體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係之研究」。大葉大學事業經營研究所碩士論文
英文部分
1. Biel A. (1992). How Brand Image Drives Brand Equity. Journal of Advertising Research, Vol. 32, 6-12.
2. Bitner M. J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee responses. Journal of Marketing, Vol. 54, 192-220.
3. Cardozo, R.N.(1965), An Experimental Study of Consumer Effort, Expectation, and Satisfaction, Journal of Marketing Research, 2(August):244-249.
4. Engel J.F., Blackwell, R. D & Miniard, P.W.(1990).Consumer Behavior, The Dryden Press, NY.
5. Engel J. F., Blackwell R. D., & Miniard P. W. (1995). Consumer Behavior. 8th, Forth Worth, Dryden Press, Texas,
6. ECSI Technical Committee (1998), “European Customer Satisfaction Index: Foundation and Structure for Harmonized National Pilot Projects, ”Report prepared for the ECSI Steering Committee, October.
7. Fornell C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, Vol. 56, 6-21.
8. Fornell M. D., Eugene W. A., Jaesung C., & Barbara E. B. (1996).The American Customer Satisfaction Index: Nature, Purpose, and Findings, Journal of Marketing, Vol. 60, 1-21.
9. Gronholdt, Lars, Anne Martensen, and Kai Kristensen. ”The Relationship between Customer Satisfaction and Loyalty: Cross-Industry differences.” Total Quality Management 11, no. 4-6(2000): 509-514.
10. Holbrook, M. B., Hirschman, E. C. (1982), “The Experiential Aspect of Consumption:Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, Vol.9, p.132-140
11. Holbrook, M. B. (2000), “The millennial consumer in the texts of our times: Experience and Entertainment.,” Journal of Macromarketing, Vol.20, p.178-192.
12. Jones & Sasser, E.(1995).Why Satisfied Customers Defect,Harvard Business Review, Nov/Dec 1995,pp88-99.
13. Keller K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, Vol. 57, 1-22.
14. Keller K. L. (1998). Strategic Brand Management. Building, Measuring, and Managing Brand Equity, Prentice Hall.
15. Kotler P. (1991). Marketing Management: Analysis, Planning,Implementation and Control. 7th ed., Prentice-Hall, Englewood Cliffs, NJ, 246-249.
16. Kotler P. (1997). Marketing Management: Analysis, Planning, Implementation and Control. 9th ed., Prentice-Hall Inc., New Jersey.
17. Kristensen, K., Anne, M., and L.Gronholdt, (1999), “Measuring the Impact of Buying Behaviour on Customer Satisfaction”, Total Quality Management, Vol. 10, pp. 602-614.
18. Pine, B. J., & Gilmore J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, Vol. 76, 97, Boston.
19. Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
20. Schmitt, B. H. (1999). Experiential marketing. New York: The Free Press.
21. Schmitt, B. H. (1999), Experiential Marketing:How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brand, New York, NY:The Free Press.
22. Solomon, M. R. (1983), “The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective,” Journal of Consumer Research, Vol.10, p.319-329.
23. Owens, D.D (2000).The experience econonmy .Franchising World,32(1),11.
24. Oliver, R. L., (1997)Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill, .
25. Oliver, R. (1999). Value as Excellence in the Consumption Experience, 43-62, London and New York: Routledge.
描述 碩士
國立政治大學
廣告研究所
93452003
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0093452003
資料類型 thesis
dc.contributor.advisor 祝鳳岡zh_TW
dc.contributor.author (Authors) 陳冠全zh_TW
dc.creator (作者) 陳冠全zh_TW
dc.date (日期) 2005en_US
dc.date.accessioned 11-Sep-2009 16:12:06 (UTC+8)-
dc.date.available 11-Sep-2009 16:12:06 (UTC+8)-
dc.date.issued (上傳時間) 11-Sep-2009 16:12:06 (UTC+8)-
dc.identifier (Other Identifiers) G0093452003en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/29731-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 93452003zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) 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。
     
     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。
     
     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。
     
     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。
zh_TW
dc.description.abstract (摘要) 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.
     
     To 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.
     
     The 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.
     
     The 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.
en_US
dc.description.tableofcontents 第一章 緒論……………………………………………………………………1
     第一節 研究背景與動機………………………………………………………1
     第二節 研究目的………………………………………………………………2
     第二章 文獻探討………………………………………………………………3
     第一節 體驗的定義……………………………………………………………3
     第二節 體驗行銷………………………………………………………………5
     第三節 顧客忠誠度…………………………………………………………..16
     第四節 顧客滿意度…………………………………………………………..21
     第五節 品牌形象……………………………………………………………..26
     第三章 研究架構與假設……………………………………………………..32
     第一節 研究架構……………………………………………………………..32
     第二節 研究假設與問題……………………………………………………..34
     第四章 研究方法……………………………………………………………..36
     第一節 研究問卷設計………………………………………………………..36
     第二節 變數的操作型定義與衡量…………………………………………..37
     第三節 分析方法……………………………………………………………..43
     第四節 前測信度檢測………………………………………………………..44
     第五章 資料分析與研究結果………………………………………………..45
     第一節 樣本數量與描述性分析……………………………………………..45
     第二節 量表信度檢測………………………………………………………..47
     第三節 假設驗證……………………………………………………………..49
     第四節 小結…………………………………………………………………..55
     第六章 結論…………………………………………………………………..56
     第一節 研究發現……………………………………………………………..56
     第二節 研究意涵……………………………………………………………..59
     第三節 實務建議……………………………………………………………..60
     第四節 研究限制……………………………………………………………..63
     第五節 後續研究建議………………………………………………………..63
     參考文獻…………………………………………………………………………..65
     附錄………………………………………………………………………………..68
      前測問卷……………………………………………………………..68
      正式問卷……………………………………………………………..72
     
     
     
     表附錄
     
     表2.2.1:策略體驗模組…………………………………………………………10
     表2.2.2:體驗媒介種類……………………………………………………...14
     表2.3.1:顧客滿意度的定義………………………………………………...17
     表2.4.1:顧客滿意度的定義………………………………………………...21
     表2.5.1:品牌形象的定義…………………………………………………...25
     表4.2.1:體驗行銷構面與問項……………………………………………...39
     表4.2.2:顧客滿意構面與問項……………………………………………...40
     表4.2.3:顧客忠誠度與問項………………………………………………...41
     表4.2.4:品牌形象構面與問項……………………………………………...42
     表5.1.1:性別分佈……………………………………………………………..46
     表5.1.2:年齡分佈……………………………………………………………..46
     表5.1.3:教育分佈……………………………………………………………..46
     表5.1.4:職業分佈……………………………………………………………..47
     表5.1.5:居住地區分佈……………………………………………………...47
     表5.3.1:自變項與應變項相關分析………………………………………...50
     表5.3.2:自變項與應變項複迴歸分析……………………………………...51
     表5.4.1:假設驗證結果……………………………………………………...55
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     圖附錄
     
     圖2.2.1:傳統行銷的的四項主要特徵……………………………………….…7
     圖2.2.2:體驗行銷的四項主要特徵……………………………………………9
     圖2.2.3:體驗行銷的終極目標……………………………………………...12
     圖2.2.4:體驗媒介…………………………………………………………...14
     圖2.2.5:體驗矩陣…………………………………………………………...16
     圖2.3.1:ECSI (European Customer Satisfaction Index) 模式圖……...20
     圖2.4.1:Fornell 顧客滿意瑞典模式……………………………………..24
     圖2.4.2:ACSI模式…………………………………………………....….25
     圖3.1.1:研究架構…………………………………………………………...33
     圖4.1.1:問卷流程…………………………………………………………...36
     圖5.3.1:品牌形象與有無提示One-way Anova檢定………………………52
     圖5.3.2:忠誠度與有無到場觀看One-way Anova檢定……………………53
     圖5.3.3:滿意度與有無到場觀看One-way Anova檢定……………………54
     圖6.1.1:SBL策略體驗模組綜合對於忠誠度與滿意度之貢獻示意圖……………59
zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0093452003en_US
dc.subject (關鍵詞) 體驗行銷zh_TW
dc.subject (關鍵詞) 顧客忠誠zh_TW
dc.subject (關鍵詞) 顧客滿意zh_TW
dc.subject (關鍵詞) 品牌形象zh_TW
dc.title (題名) 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zh_TW
dc.title (題名) A Study of the Relationship between Experiential Marketing, Customer Loyalty and Customer Satisfactionen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分zh_TW
dc.relation.reference (參考文獻) 1. 王育英、梁曉鶯譯(2000)。Bernd H. Schmitt 著。「體驗行銷」。台北:經典傳訊。zh_TW
dc.relation.reference (參考文獻) 2. 李美華等譯(1998)。Earl Babbie著。「社會科學研究方法」。台北:時英。zh_TW
dc.relation.reference (參考文獻) 3. 陳振燧(1996)「企業形象、顧客滿意與品牌權益之關係研究-以連鎖便利商店為例」。銘傳大學管理科學研究所碩士班。zh_TW
dc.relation.reference (參考文獻) 4. 蘇宗雄(2000)「感性抬頭,進入大體驗時代」。設計雜誌,第93卷,頁5-8。zh_TW
dc.relation.reference (參考文獻) 5. 高明智(2001)。「由旅情談體驗行銷與服務」。突破雜誌,第187卷,頁14-16。zh_TW
dc.relation.reference (參考文獻) 6. 高明智(2001)「由旅情談體驗行銷與服務」。突破雜誌,第187卷,頁14-16。zh_TW
dc.relation.reference (參考文獻) 7. 張慶珍(2002)「從體驗行銷的觀點探討廣告的視覺符號-以女性雜誌服飾廣告為例」。銘傳大學設計管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 8. 袁薏樺(2003)「體驗行銷、體驗價值與顧客滿意之研究」。國立台北科技大學商業自動化與管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 9. 吳來靜(2003)。「以體驗行銷觀點探討消費者對氣氛之體驗及構成線索—以餐飲業為例」。國立嘉義大學行銷與流通管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 10. 陳育慧(2003)。「體驗行銷之探索性研究—統一星巴客個案研究」。中國文化大學觀光事業研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 11. 張立品(2003)。「品牌體驗對品牌關係影響之研究」。逢甲大學企業管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 12. 張瓊莉(2003)。「以體驗行銷觀點探討商店氣氛與消費者體驗之研究—以購物中心為例」。國立嘉義大學行銷與流通研究管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 13. 洪穎思(2004)「體驗行銷與品牌形象互動之探討」。淡江大學管理科學研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 14. 黃映瑀(2005)「體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係之研究」。大葉大學事業經營研究所碩士論文zh_TW
dc.relation.reference (參考文獻) 英文部分zh_TW
dc.relation.reference (參考文獻) 1. Biel A. (1992). How Brand Image Drives Brand Equity. Journal of Advertising Research, Vol. 32, 6-12.zh_TW
dc.relation.reference (參考文獻) 2. Bitner M. J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee responses. Journal of Marketing, Vol. 54, 192-220.zh_TW
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