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題名 國際展覽之服務創新與體驗價值研究 以2011台北世界設計大展之設計交鋒展為例
A Research of the Study of Service Innovative and Experiential Value of International Exhibition：A Example of “Theme Exhibition of Taipei World Design Expo 2011”
作者 魏立欣
貢獻者 祝鳳岡
魏立欣
關鍵詞 策略體驗模組
體驗價值
服務創新
顧客滿意度
顧客忠誠度
設計展覽
日期 2011
上傳時間 30-Oct-2012 14:33:17 (UTC+8)
摘要 根據國際會議協會(International Congress & Convention Association；ICCA)資料顯示，每年全球約舉辦40萬場會議及展覽，總開銷約2,800億美元，國際展覽產業協會(UFI)也提出會展產業之年產值已高達1兆1,600億美元，為各國家帶來了龐大的經濟效益。台灣已慢慢在世界會議展覽領域起步，並逐漸提升國際競爭力與能見度。除了會展在台灣被受到重視之外，政府也非常重視「設計在台灣」。
本研究藉由相關的文獻探討、利用量化問卷調查及深度訪談等研究方式、探討展覽中「策略體驗模組」、「體驗價值」、「服務創新」、「顧客滿意度」及「顧客忠誠度」的意涵，了解此五個變項之間的關係，期望本研究的結果最終能給予展覽主辦單位些許有價值的策略建議。研究方法採用描述性統計、皮爾森積差相關分析、T檢定、迴歸分析及深度訪談等研究方法。
1.探討「策略體驗模組」、「體驗價值」、「服務創新」、「顧客滿意度」與「顧客忠誠度」之意涵。
2.檢定「策略體驗模組」、「體驗價值」、「服務創新」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「策略體驗模組」、「體驗價值」、「服務創新」、「顧客滿意度」、「顧客忠誠度」是否有顯著差異化。

本研究以『2011台北世界設計大展之設計交鋒展展館』為例，根據量化及質化訪談顧客的結果做為基礎，提出以下未來舉辦此類展覽的行銷策略建議。
一、提供一個具有更高素質的觀賞空間
二、加強整個展館的服務品質
三、強調整個展館的主題性，製造差異性
四、提供更多的互動性，讓設計變得更親民
According to the survey by International Congress and Convention Association (ICCA) , there are over 400,000 conventions and exhibitions hold around the world with total cost $ 280 billion. The International Association of Exhibition Industry (UFI) also mentioned that the production value of the MICE industry has been up to$ 1 trillion 160 billion and brought the huge economic benefits to all countries. Taiwan has gradually started and improved the international competitiveness and visibility in the World Conference and Exhibition field. In addition to the Exhibition , Taiwan government also emphasizes the importance of "design in Taiwan”
The purpose of this research is to explore the relationships among five variables strategy experiential modules, experiential value, service innovation, customer satisfaction and loyalty and provide suggestions in marketing strategies on conducting special exhibitions based on research results. The statistical analysis includes descriptive statistic, t-test, Pearson correlation, ANOVA, regression , in qualitative approach, and in-depth interview.
1. To discuss the meanings of “strategy experiential modules”, “experiential value”, “service innovation”, “customer satisfaction”, and “customer loyalty ”.
2. To examine the dimensions of “strategy experiential modules”, “experiential value”, “service innovation”, “customer satisfaction”, and “customer loyalty ”.
3. To test the significances on “demographic variables”, “strategy experiential modules”, “experiential value”, “service innovation”, “customer satisfaction”, and “customer loyalty ”.
After analyzing the data of questionnaires and qualitative interviews with customers, the study provides four marketing strategy suggestions on conducting exhibition.
1.Providing a more high-quality viewing.
2.Strengthening the service quality of Exhibition Emphasizing on the theme of the exhibition and making differentiation.
3.Providing a more interactive, and making the design more friendly and close to the people.
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a Lesson for Retailers. Journal of Services Marketing, 6(2)15 – 28
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Cross industry differences”Total Quality Management, 11(4/6), July, 509-515.
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Service Marketing Vol. 65, pp.118-126.
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65, pp 118-126.
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consumption experience. Service quality: new durections in the theory and
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Business Review, pp164-174.
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描述 碩士
國立政治大學
廣告研究所
98452014
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098452014
資料類型 thesis
dc.contributor.advisor 祝鳳岡zh_TW
dc.contributor.author (Authors) 魏立欣zh_TW
dc.creator (作者) 魏立欣zh_TW
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 14:33:17 (UTC+8)-
dc.date.available 30-Oct-2012 14:33:17 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 14:33:17 (UTC+8)-
dc.identifier (Other Identifiers) G0098452014en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54979-
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) 98452014zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 根據國際會議協會(International Congress & Convention Association；ICCA)資料顯示，每年全球約舉辦40萬場會議及展覽，總開銷約2,800億美元，國際展覽產業協會(UFI)也提出會展產業之年產值已高達1兆1,600億美元，為各國家帶來了龐大的經濟效益。台灣已慢慢在世界會議展覽領域起步，並逐漸提升國際競爭力與能見度。除了會展在台灣被受到重視之外，政府也非常重視「設計在台灣」。
本研究藉由相關的文獻探討、利用量化問卷調查及深度訪談等研究方式、探討展覽中「策略體驗模組」、「體驗價值」、「服務創新」、「顧客滿意度」及「顧客忠誠度」的意涵，了解此五個變項之間的關係，期望本研究的結果最終能給予展覽主辦單位些許有價值的策略建議。研究方法採用描述性統計、皮爾森積差相關分析、T檢定、迴歸分析及深度訪談等研究方法。
1.探討「策略體驗模組」、「體驗價值」、「服務創新」、「顧客滿意度」與「顧客忠誠度」之意涵。
2.檢定「策略體驗模組」、「體驗價值」、「服務創新」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「策略體驗模組」、「體驗價值」、「服務創新」、「顧客滿意度」、「顧客忠誠度」是否有顯著差異化。

本研究以『2011台北世界設計大展之設計交鋒展展館』為例，根據量化及質化訪談顧客的結果做為基礎，提出以下未來舉辦此類展覽的行銷策略建議。
一、提供一個具有更高素質的觀賞空間
二、加強整個展館的服務品質
三、強調整個展館的主題性，製造差異性
四、提供更多的互動性，讓設計變得更親民		zh_TW
dc.description.abstract (摘要) According to the survey by International Congress and Convention Association (ICCA) , there are over 400,000 conventions and exhibitions hold around the world with total cost $ 280 billion. The International Association of Exhibition Industry (UFI) also mentioned that the production value of the MICE industry has been up to$ 1 trillion 160 billion and brought the huge economic benefits to all countries. Taiwan has gradually started and improved the international competitiveness and visibility in the World Conference and Exhibition field. In addition to the Exhibition , Taiwan government also emphasizes the importance of "design in Taiwan”
The purpose of this research is to explore the relationships among five variables strategy experiential modules, experiential value, service innovation, customer satisfaction and loyalty and provide suggestions in marketing strategies on conducting special exhibitions based on research results. The statistical analysis includes descriptive statistic, t-test, Pearson correlation, ANOVA, regression , in qualitative approach, and in-depth interview.
1. To discuss the meanings of “strategy experiential modules”, “experiential value”, “service innovation”, “customer satisfaction”, and “customer loyalty ”.
2. To examine the dimensions of “strategy experiential modules”, “experiential value”, “service innovation”, “customer satisfaction”, and “customer loyalty ”.
3. To test the significances on “demographic variables”, “strategy experiential modules”, “experiential value”, “service innovation”, “customer satisfaction”, and “customer loyalty ”.
After analyzing the data of questionnaires and qualitative interviews with customers, the study provides four marketing strategy suggestions on conducting exhibition.
1.Providing a more high-quality viewing.
2.Strengthening the service quality of Exhibition Emphasizing on the theme of the exhibition and making differentiation.
3.Providing a more interactive, and making the design more friendly and close to the people.		en_US
dc.description.tableofcontents 誌 謝 i
摘 要 ii
Abstract iii
目 錄 iv
表目錄 vi
圖目錄 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 7
第三節 研究目的 8
第四節 研究問題範圍與對象 9
第五節 研究流程 9
第二章 文獻探討 11
第一節 設計的定義 11
第二節 會展產業分析 14
第三節 體驗行銷 21
第四節 體驗價值 30
第五節 服務創新 33
第六節 顧客滿意度 38
第七節 顧客忠誠度 45
第三章 研究方法 49
第一節 研究架構 49
第二節 研究假設 51
第三節 研究設計與操作型定義 54
第四節 資料蒐集與統計分析方法 60
第四章 研究結果 63
第一節 樣本分析 63
第二節 描述性統計分析 66
第三節 因素分析及信度檢定 71
第四節 皮爾森相關分析 76
第五節 迴歸分析 82
第六節 差異性分析 96
第七節 假設驗證 103
第八節 質化研究結果摘要 105
第五章 結論與建議 109
第一節 研究結論 109
第二節 研究建議 116
第三節 研究貢獻 119
第四節 研究限制 120
附錄一：參考文獻 122
附錄二：正式問卷 127
附錄三：深度訪談紀錄 132		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098452014en_US
dc.subject (關鍵詞) 策略體驗模組zh_TW
dc.subject (關鍵詞) 體驗價值zh_TW
dc.subject (關鍵詞) 服務創新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) 設計展覽zh_TW
dc.title (題名) 國際展覽之服務創新與體驗價值研究 以2011台北世界設計大展之設計交鋒展為例zh_TW
dc.title (題名) A Research of the Study of Service Innovative and Experiential Value of International Exhibition：A Example of “Theme Exhibition of Taipei World Design Expo 2011”en_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文部分
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