| dc.contributor.advisor | 祝鳳岡 | zh_TW |
| dc.contributor.author (Authors) | 李佩玲 | zh_TW |
| dc.creator (作者) | 李佩玲 | zh_TW |
| dc.date (日期) | 2011 | en_US |
| dc.date.accessioned | 12-Apr-2012 13:53:27 (UTC+8) | - |
| dc.date.available | 12-Apr-2012 13:53:27 (UTC+8) | - |
| dc.date.issued (上傳時間) | 12-Apr-2012 13:53:27 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0096941008 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/52510 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 傳播學院碩士在職專班 | zh_TW |
| dc.description (描述) | 96941008 | zh_TW |
| dc.description (描述) | 100 | zh_TW |
| dc.description.abstract (摘要) | 本文探討「慈濟靜思書軒心靈講座」活動，透過不同的服務品質與體驗行銷，獲得民眾對靜思書軒的滿意度，進而提升對慈濟與靜思書軒之忠誠度。本研究質化與量化方法同時進行,提出對提升「慈濟靜思書軒心靈講座」活動之行銷策略與改善建議。質性調查採用深度訪談法，蒐集心靈講座活動之主管、員工與顧客對講座舉辦概況、滿意度與整體評價等進行瞭解，提出對心靈講座未來舉辦活動之策略與建議。量化部分則透過靜思書軒19門店之協助，針對參與心靈講座之民眾進行問卷填寫與資料蒐集。本研究問卷調查採用隨機抽樣法，針對發放期間有舉辦的14間門市進行問卷發放。共發放420份問卷，有效問卷為300份。發放時間為2011年8月1日至9月30日。本文研究目的包括：1.探討「活動服務品質」及「體驗行銷」與「顧客滿意度」、「顧客忠誠度」之意涵。2.檢定「活動服務品質」及「體驗行銷」與「顧客滿意度」「顧客忠誠度」等構面之關係。3.「人口統計變項」對「活動服務品質」、「體驗行銷」、「顧客滿意度」、「顧客忠誠度」是否有顯著差異化。依據本研究所獲得的結果，受訪者以女性、年齡以45歲~54歲以上、職業家管、薪水在40,001~50,000、居住地區則在台北市最多。服務品質對顧客滿意度有顯著影響、體驗行銷對顧客滿意度有顯著影響、顧客滿意度對顧客忠誠度有顯著影響。本研究依其問卷與訪談結論，建議靜思書軒應事前規畫每場服務人員的比例與配置，會場的佈置、民眾活動的動線與活動行程，加強情感部分與促使會眾參與度提升，提供客製化之講座，提高會眾參與度及擴大目標市場與增加客源，達到「淨化人心」的目標。 | zh_TW |
| dc.description.abstract (摘要) | This paper discusses the activities of “Mind Talk” held in Jing Si Books & Café, through various service quality and experiential marketing to increase the satisfy and customer loyalty in Jing Si Books & Café and expect to enhance and modify the activities of “Mind Talk”. In this study, qualitative and quantitive methods are used at the same time. 420 questionnaires were collected from 14 Jing Si Books & Cafés, and 300 questionnaires are valid. The samples are selected randomly from August 1st to Novernment 30th, 2011. The purposes of this study are included:1.To discuss the meanings of “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”. 2.To examine the dimensions of “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”.3.To test the significances on “demographic variables”, “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”.Based on the results, the most respondents were female, ages from 45 to 54, housewives, wages between 40,001 and 50,000, and living areas are in Taipei city. Service quality has a significant impact on customer satisfaction and experiential marketing has impacted on customer satisfaction and customer loytalty. According to the conclusions, Jing Si Books & Café need to plan the preoportionof each service and configurations, organize the activities of the moving line and travel activities before each activity of “Mind Talk” are important. Strengthening the emotional to increase the participation and customized seminars will expand the target market and expect to achieve “Cleaning hearts” as the final target. | en_US |
| dc.description.tableofcontents | 第一章 緒論 11第一節 研究背景與動機 11第二節 慈濟靜思書軒心靈講座 16第三節 研究目的 20第四節 研究範圍 21第二章 文獻探討 24第一節 活動服務品質 24第二節 體驗行銷 35第三節 顧客滿意度 42第四節 顧客忠誠度 43第三章 研究方法 46第一節 研究流程 46第二節 研究架構與研究假說 48第三節 量化研究：問卷設計與變數操作型定義 51第四節 質化研究：深度訪談 56第五節 資料分析 57第四章 研究結果 59第一節 敘述性分析 59第二節 信效度分析 61第三節 相關分析 71第四節 迴歸分析 73第六節 差異性分析 80第六節 假設驗證 86第七節 質化資料分析 88第五章 研究結論與建議 91第一節 研究結論 91第二節 研究建議 93 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0096941008 | en_US |
| dc.subject (關鍵詞) | 活動服務品質 | zh_TW |
| dc.subject (關鍵詞) | 體驗行銷 | zh_TW |
| dc.subject (關鍵詞) | 顧客滿意度 | zh_TW |
| dc.subject (關鍵詞) | 顧客忠誠度 | zh_TW |
| dc.subject (關鍵詞) | 慈濟靜思書軒心靈講座 | zh_TW |
| dc.subject (關鍵詞) | Service quality | en_US |
| dc.subject (關鍵詞) | experiential marketing | en_US |
| dc.subject (關鍵詞) | customer satisfaction | en_US |
| dc.subject (關鍵詞) | customer loyalty | en_US |
| dc.subject (關鍵詞) | Jing Si Books & Café | en_US |
| dc.title (題名) | 活動服務品質、體驗行銷與顧客滿意度、顧客忠誠度關係研究－以慈濟靜思書軒心靈講座為例 | zh_TW |
| dc.title (題名) | The study of the service quality, experiential marketing, customer satisfaction, and customer loyalty–a case study of Jing Si Books & Café | en_US |
| dc.type (資料類型) | thesis | en |
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