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題名 體驗行銷對顧客滿意度與顧客忠誠度影響之研究-以爵士音樂餐廳Brown Sugar為例
A Study of the influence on customer satisfaction and loyalty on experiential marketing-The Case of Brown Sugar Jazz Club & Restaurant
作者 施宥如
Alicia
貢獻者 祝鳳岡
施宥如
Alicia
關鍵詞 體驗行銷
策略體驗模組
顧客忠誠度
顧客滿意度
日期 2007
上傳時間 17-九月-2009 18:39:07 (UTC+8)
摘要 21世紀的消費環境已經逐漸轉型到體驗經濟的時代，以及各國文化的快速交流，帶動了各國飲食文化的進入，造成台灣傳統飲食文化的不少改變與衝擊，因此國人對於生活更加講究。因消費型態之改變，這個世代之消費者，已經從重視商品的性能與效益轉而為追求能創造美好回憶之商品，對於產品的要求，也由理性的決策行為轉向理性與情感並重的消費者行為。當今消費者注重的已不再是實體商品本身的實用性，而消費者所追求的是觸動情感、刺激心靈的感覺，以及在消費過程中帶給消費者的體驗。故企業運用情境、顧客喜好的消費體驗，替顧客打造ㄧ個有價值的體驗，稱之為體驗行銷。體驗行銷是進入體驗經濟後的一個重要趨勢，而學者亦提出體驗行銷的概念，認為企業可以藉由感官、情感、思考、行動、關聯五種體驗來提高消費者的價值認知。本研究認為體驗行銷與顧客滿意度、顧客忠誠度三者間應該具有高度的影響關係，故將研究概念加以連接，並探討概念間的相關性之因果關係。欲以體驗行銷的觀念出發，來探討這熱門的學理，也提供欲實行體驗行銷的企業，有一份參考的依據。
本研究將體驗行銷分為：感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗等五大構面，將顧客滿意度以感受品質與顧客整體滿意兩大構面進行評量，將顧客忠誠度以情感忠誠、口碑、推薦行為、行動忠誠四大方向進行評估。本研究以三者之相關性研究做探討，而研究方法採用便利抽樣方式進行發放，並以體驗行銷主題式餐廳－Brown Sugar Jazz Club & Restaurant做為研究對象。
Experiential marketing era is coming and cross-culture exchanges drive various foods culinary into Taiwan. The impact of the foods culinary in Taiwan causes customers to be very fastidious about what they eat. Customers who place a high premium on the merchandise function transfer focusing on the memorial merchandise. Customers request merchandise from focusing on ration to focusing on ration and emotion. Customers request merchandise not only practical, but also make customers satisfied. So the commodities and the services are not that important to customers anymore, but the experience from the innermost feelings, this kind of feelings are influencing with each other from the external physique and the intrinsic knowledge, and the emotions. The experiential marketing is to create delightful and memorable experience throughout the entire consumption process. Experiential marketing is an important trend upon entering the age of experience economy and is proposed by the scholar who consider enterprise upgrading customer’s perception by sense、feel、think、act、relation. Kolter (1996) said the major practice of the enterprises’ marketing activities are containing customer satisfaction and developing customer loyalty. We consider the strong interrelationships among experiential marketing are obvious. It’s based on the concept of the experiential marketing is to build a criteria towards the application of marketing.
According to the literature reviews, the experiential marketing includes five dimensions: sense, feelings, thinking. acting and relation. The customer satisfaction is measured by customers’ perceived performance and quality of the product of the service. The customer loyalty is measured by the level of repeating purchases. By using convenience sampling, customers are approached while enjoying in Brown Sugar Jazz Club & Restaurant.
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Cooper, D.R. & Schindler P.S. (2003).　企業研究方法(第八版)。　　台北市：美商麥格羅∙希爾國際股份有限公司　台灣分公司。(原著發行於
1976)
Gobé, M. (2001). 高感性品行銷(辛巴譯)。台北市：藍鯨出版。(原著
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　飾廣告為例」。銘傳大學設計管理研究所碩士論文。
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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。
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Anderson, E W., Fornell C., and Lehmann D. (1994). Customer Satisfaction, market share, and profitability: Findings from Sweden.Journal of Marketing,Vol.58(July):53-66
Cardozo, R. N.(1965).An experimental study of customer effort, expectation and satisfaction. Journal of Marketing Research, Vol. 24,244-249
Czepiel,J.A.,Roesenberg L.J.&Akerele A.(1974).Perspectives on Customer Satisfaction. Quoted in AMA Educators’ Proceedings(pp.119-123).Chicago: American Marketing Association.
Churchill, G. A. and Surprenant C.(1982). An investigation into the determinants of customer satisfaction. Jounal of Marketing Research, Vol.19(November):491-504.
Cina, C. (1989). Creating an effective customer satisfaction program. The Journal of Business & Industrial Marketing, Vol. 4(2)(Summer/Fall):33-42.
Day, G.S (1969).A two-dimensional concept of brand loyalty.
Working paper, State University of New York at Buffalo.
Day, G.S (1984).Strategic market planning: The pursuit of
competitive advantage.West Publishing.
ECSI Technical Committee (1998), “European Customer
Satisfaction Index: Foundation and Structure for Harmonized
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Steering Committee, October.
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Behavior, The Dryden Press, NY.
Engel J. F., Blackwell R. D., & Miniard P. W. (1995). Consumer Behavior, 8th, Forth Worth, Dryden Press, Texas,
Esgate, P. (2002). Pine and Gilmore stage a fourth think about experience. Strategy & Leadership,Chicago, Vol.30(3),p.47
Fornell C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, Vol.56, 6-21.

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(October):7-18.
Garbarino, E.& Johnson M.S.(1999). The different roles of
satisfaction,trust,and commitment in customer relationshps.
Journal of Marketing, Vol.3(April):70-87.
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.
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
Holbrook, M. B. (2000), “The millennial consumer in the texts of our times: Experience and Entertainment.,”Journal of Macromarketing, Vol.20, p.178-192.
Jones & Sasser, E.(1995).Why Satisfied Customers Defect,Harvard Business Review,Nov/Dec 1995,pp88-99.

Kelly(1987), Freedom to be-A new sociology of leisure, Macmillan, New York
Keller K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.Journal of Marketing, Vol. 57,1-22.
Keller K. L. (1998). Strategic Brand Management. Building,
Measuring, and Managing Brand Equity, Prentice Hall.
Kotler P. (1997). Marketing Management: Analysis, Planning,
Implementation and Control.9th ed., Prentice-Hall Inc., New
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McLuhan, R. (2000).Go live with a big brand experience. Marketing, London, Oct 26. 2000, pp.45-46.
Mittal, V.F.& Lassar W.M.(1996).The role of personalization in service encounters.Jounal of retailing, Vol.72,95-109.
Norris,R.T(1941).The theory of consumer’s damand.　New
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Oliver, R. L., (1997)Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill, .
Oliver, R. (1999). Value as Excellence in the Consumption
Experience, 43-62, London and New York: Routledge.
Pine, B. J., & Gilmore J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, Vol. 76, 97, Boston.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
Rifkin,J.(2001).The age of access:The new culture of
hypercapitalism-where all of life is a paid-for experience.J.P.Tarcher.
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.
描述 碩士
國立政治大學
管理碩士學程(AMBA)
95362027
96
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095362027
資料類型 thesis
dc.contributor.advisor 祝鳳岡zh_TW
dc.contributor.author (作者) 施宥如zh_TW
dc.contributor.author (作者) Aliciaen_US
dc.creator (作者) 施宥如zh_TW
dc.creator (作者) Aliciaen_US
dc.date (日期) 2007en_US
dc.date.accessioned 17-九月-2009 18:39:07 (UTC+8)-
dc.date.available 17-九月-2009 18:39:07 (UTC+8)-
dc.date.issued (上傳時間) 17-九月-2009 18:39:07 (UTC+8)-
dc.identifier (其他 識別碼) G0095362027en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/33863-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 管理碩士學程(AMBA)zh_TW
dc.description (描述) 95362027zh_TW
dc.description (描述) 96zh_TW
dc.description.abstract (摘要) 21世紀的消費環境已經逐漸轉型到體驗經濟的時代，以及各國文化的快速交流，帶動了各國飲食文化的進入，造成台灣傳統飲食文化的不少改變與衝擊，因此國人對於生活更加講究。因消費型態之改變，這個世代之消費者，已經從重視商品的性能與效益轉而為追求能創造美好回憶之商品，對於產品的要求，也由理性的決策行為轉向理性與情感並重的消費者行為。當今消費者注重的已不再是實體商品本身的實用性，而消費者所追求的是觸動情感、刺激心靈的感覺，以及在消費過程中帶給消費者的體驗。故企業運用情境、顧客喜好的消費體驗，替顧客打造ㄧ個有價值的體驗，稱之為體驗行銷。體驗行銷是進入體驗經濟後的一個重要趨勢，而學者亦提出體驗行銷的概念，認為企業可以藉由感官、情感、思考、行動、關聯五種體驗來提高消費者的價值認知。本研究認為體驗行銷與顧客滿意度、顧客忠誠度三者間應該具有高度的影響關係，故將研究概念加以連接，並探討概念間的相關性之因果關係。欲以體驗行銷的觀念出發，來探討這熱門的學理，也提供欲實行體驗行銷的企業，有一份參考的依據。
本研究將體驗行銷分為：感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗等五大構面，將顧客滿意度以感受品質與顧客整體滿意兩大構面進行評量，將顧客忠誠度以情感忠誠、口碑、推薦行為、行動忠誠四大方向進行評估。本研究以三者之相關性研究做探討，而研究方法採用便利抽樣方式進行發放，並以體驗行銷主題式餐廳－Brown Sugar Jazz Club & Restaurant做為研究對象。		zh_TW
dc.description.abstract (摘要) Experiential marketing era is coming and cross-culture exchanges drive various foods culinary into Taiwan. The impact of the foods culinary in Taiwan causes customers to be very fastidious about what they eat. Customers who place a high premium on the merchandise function transfer focusing on the memorial merchandise. Customers request merchandise from focusing on ration to focusing on ration and emotion. Customers request merchandise not only practical, but also make customers satisfied. So the commodities and the services are not that important to customers anymore, but the experience from the innermost feelings, this kind of feelings are influencing with each other from the external physique and the intrinsic knowledge, and the emotions. The experiential marketing is to create delightful and memorable experience throughout the entire consumption process. Experiential marketing is an important trend upon entering the age of experience economy and is proposed by the scholar who consider enterprise upgrading customer’s perception by sense、feel、think、act、relation. Kolter (1996) said the major practice of the enterprises’ marketing activities are containing customer satisfaction and developing customer loyalty. We consider the strong interrelationships among experiential marketing are obvious. It’s based on the concept of the experiential marketing is to build a criteria towards the application of marketing.
According to the literature reviews, the experiential marketing includes five dimensions: sense, feelings, thinking. acting and relation. The customer satisfaction is measured by customers’ perceived performance and quality of the product of the service. The customer loyalty is measured by the level of repeating purchases. By using convenience sampling, customers are approached while enjoying in Brown Sugar Jazz Club & Restaurant.		en_US
dc.description.tableofcontents 第壹章　緒論
　　　第一節　研究背景與動機…………………………………………5
　　　第二節　研究目的…………………………………………………7
　　　第三節　體驗式餐飲業介紹………………………………………7
　　　第四節 Brown Sugar Jazz Club & Restaurant簡介… 10

第貳章　文獻探討
　　　第一節　體驗(Experience)之定義………………………… 12
　　　第二節　體驗經濟之概念……………………………………… 15
　　　第三節　體驗行銷……………………………………………… 17
　　　第四節　顧客滿意度…………………………………………… 39
　　　第五節　顧客忠誠度…………………………………………… 47
　　　第六節　顧客滿意度與顧客忠誠度的關係…………………… 52

第參章　研究方法
　　　第一節　研究架構與研究假說………………………………… 53
　　　第二節　問卷設計與變數的操作型定義……………………… 55
　　　第三節　資料分析方法………………………………………… 59
　　　第四節　前測信度檢測………………………………………… 62

第肆章　資料分析與研究結果
　　　第ㄧ節　樣本數量與敘述性分析……………………………… 65
　　　第二節　問卷信度檢測………………………………………… 67
　　　第三節　人口統計變數之影響………………………………… 69
　　　第四節　體驗行銷與顧客滿意度、顧客忠誠度之相關性……84
　　　第五節　體驗行銷對於顧客滿意度與忠誠度之影響…………86

第伍章　結論與建議
　　　第ㄧ節　研究結論………………………………………………89
　　　第二節　實務建議………………………………………………92
　　　第三節　研究限制………………………………………………94

參考文獻
ㄧ、中文部分……………………………………………………………95
二、英文部分……………………………………………………………98

附錄
ㄧ、訪談內容……………………………………………………………102
二、正式問卷……………………………………………………………110		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095362027en_US
dc.subject (關鍵詞) 體驗行銷zh_TW
dc.subject (關鍵詞) 策略體驗模組zh_TW
dc.subject (關鍵詞) 顧客忠誠度zh_TW
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.title (題名) 體驗行銷對顧客滿意度與顧客忠誠度影響之研究-以爵士音樂餐廳Brown Sugar為例zh_TW
dc.title (題名) A Study of the influence on customer satisfaction and loyalty on experiential marketing-The Case of Brown Sugar Jazz Club & Restauranten_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) ㄧ、中文部分zh_TW
dc.relation.reference (參考文獻) Cooper, D.R. & Schindler P.S. (2003).　企業研究方法(第八版)。　　台北市：美商麥格羅∙希爾國際股份有限公司　台灣分公司。(原著發行於zh_TW
dc.relation.reference (參考文獻) 1976)zh_TW
dc.relation.reference (參考文獻) Gobé, M. (2001). 高感性品行銷(辛巴譯)。台北市：藍鯨出版。(原著zh_TW
dc.relation.reference (參考文獻) 　發行於2001)zh_TW
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