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題名 蘋果咬一口：科技產品行銷通路之服務創新與體驗行銷策略研究
A bitten apple –The research of service innovation and experiential marketing in dealers of technology products作者 郭家伶
Kuo, Chia Ling貢獻者 祝鳳岡
郭家伶
Kuo, Chia Ling關鍵詞 台灣蘋果優質經銷商
服務創新
蘋果公司
顧客忠誠度
顧客滿意度
體驗行銷
Apple Premium Reseller
Service Innovation
Apple Inc.
Customer Loyalty
Customer Satisfaction Degree
Experiential Marketing日期 2010 上傳時間 4-Sep-2013 16:16:57 (UTC+8) 摘要 2001年，消聲已久的蘋果公司推出iPod，改寫了音樂產業的風貌，造成全球搶購的熱潮，自此之後，蘋果公司陸續推出許多產品，在全世界屢獲好評，在台灣亦如是。然而，台灣目前沒有Apple Store，因此欲於實體店面購買蘋果產品的消費者，會至蘋果在台的各大經銷商購買，而目前在台灣有四大優質經銷商，分別是Youth、德誼、Studio A和i Store，此四家的業績近乎佔盡台灣蘋果銷售市場。因此，本研究以蘋果公司最重要的兩項元素「服務創新」及「體驗行銷」作為本研究內涵，以此檢視台灣蘋果四大優質經銷商在「顧客滿意度」與「顧客忠誠度」上是否獲得消費者的認同。 本研究以調查法為主，於2011年4月9日至2011年5月7日間透過網路平台發放問卷，總計填答者471位，剔除無效問卷31份，有效問卷共440份，有效回收率為93.4 %，並以深度訪談為輔，訪問台灣蘋果四大優質經銷商於台北旗艦店之店經理與副店經理。 透過量化與質化的研究結果可得以下四大結論，第一，服務場景與流程創新是讓消費者辨別經銷商之關鍵；其二，消費者感受到的五感體驗將烙印於消費者心中；其三，顧客滿意度由服務創新與體驗行銷共同決定；最後，顧客忠誠度的表現是為企業獲利指標。另外，透過本研究長期觀察與實證結果，提出下列幾點建議予台灣蘋果公司參考：爭取優先上市權、舉辦活動並增加露出、播送電視廣告、提高服務品質、遵守蘋果總公司服務條款、建立專門蒐集消費者意見之管道。
In 2001, the Apple Inc. which had been quiet for a long time announced their product – iPod, and soon rewrote the style of global music industry. The representing product – iPod also raised up shopping rush all over the world. Henceforward, Apple Inc. brought lots of products and became popular around the world, so did Taiwan. Even though, Apple Inc. didn’t institute any Apple Stores in Taiwan, the only way to buy Apple’s products personally is to visit dealers which acquire authorization. In addition, there are four APRs (Apple Premium Reseller) in Taiwan, include Youth, Dataexpress, Studio A, and istore, they also hold overwhelming majority of Apple products selling in Taiwan. As a result, this research is based on service innovation and experiential marketing that two factors the Apple Inc. emphasize most, and examine whether those four APRs had obtain identification from consumers in customer satisfaction degree and customer loyalty or not. This research used survey procedure to gather feedbacks from consumers during 9th April to 7th May in 2011 by uploading internet survey platform. There were 471 answer sheets on the platform above, 31 of them were invalid and 440 were valid, achieve the scale at 93.4%. We also used depth interview and had interviews with shop managers and vice-shop managers of those four APRs. Combining the two dimensions, this research had four main conclusions. First, Services cape and Procedures innovations are key points for consumers to recognize resellers. Second, five source of sense experience that consumers truly experience will make deep impressions in their mind. Third, customer satisfaction degree depends on service innovation and experiential marketing. The last but not least, the certain appearance of customer loyalty is as the index of company’s profit. According to long term observation and the conclusions of empirical research, we recommend few suggestions for the branch in Taiwan of Apple Inc. as follow. First, try to fight for the position of debut product, try to hold more selling activities and increase exposure, try to broadcast more TV commercials, try to raise service quality, try to obey service principles and guidelines established by Apple Inc., and try to set up a special channel to collect opinions from consumers.參考文獻 大前研一（2006）。《創新者的思考：看見生意與創意的源頭》。台北市：商周。中村勝宏、師瑞德（2009）。《蘋果紅了—數位之王蘋果電腦的崛起傳奇》。台北市：我識。王金酩（2004）。《精緻化策略對顧客滿意度之研究》。暨南國際大學國際企業學系碩士論文。冉龍華（2008年11月27日）。〈驚艷指數與顧客忠誠成正比〉，《工商時報》，D3版。吳偉文（2007）。《創業管理－事業經營與企業家職能》。台北：普林斯頓。林婉翎（2008年11月10日）。〈驚艷指數與顧客忠誠成正比〉，《經濟日報》，A14版。武珊珊、王慧姬譯（2003）。《美感經驗》，台北：雄獅。（原書Maquet, J. (1986). 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國立政治大學
廣播電視學研究所
98453004
99資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098453004 資料類型 thesis dc.contributor.advisor 祝鳳岡 zh_TW dc.contributor.author (Authors) 郭家伶 zh_TW dc.contributor.author (Authors) Kuo, Chia Ling en_US dc.creator (作者) 郭家伶 zh_TW dc.creator (作者) Kuo, Chia Ling en_US dc.date (日期) 2010 en_US dc.date.accessioned 4-Sep-2013 16:16:57 (UTC+8) - dc.date.available 4-Sep-2013 16:16:57 (UTC+8) - dc.date.issued (上傳時間) 4-Sep-2013 16:16:57 (UTC+8) - dc.identifier (Other Identifiers) G0098453004 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60139 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣播電視學研究所 zh_TW dc.description (描述) 98453004 zh_TW dc.description (描述) 99 zh_TW dc.description.abstract (摘要) 2001年，消聲已久的蘋果公司推出iPod，改寫了音樂產業的風貌，造成全球搶購的熱潮，自此之後，蘋果公司陸續推出許多產品，在全世界屢獲好評，在台灣亦如是。然而，台灣目前沒有Apple Store，因此欲於實體店面購買蘋果產品的消費者，會至蘋果在台的各大經銷商購買，而目前在台灣有四大優質經銷商，分別是Youth、德誼、Studio A和i Store，此四家的業績近乎佔盡台灣蘋果銷售市場。因此，本研究以蘋果公司最重要的兩項元素「服務創新」及「體驗行銷」作為本研究內涵，以此檢視台灣蘋果四大優質經銷商在「顧客滿意度」與「顧客忠誠度」上是否獲得消費者的認同。 本研究以調查法為主，於2011年4月9日至2011年5月7日間透過網路平台發放問卷，總計填答者471位，剔除無效問卷31份，有效問卷共440份，有效回收率為93.4 %，並以深度訪談為輔，訪問台灣蘋果四大優質經銷商於台北旗艦店之店經理與副店經理。 透過量化與質化的研究結果可得以下四大結論，第一，服務場景與流程創新是讓消費者辨別經銷商之關鍵；其二，消費者感受到的五感體驗將烙印於消費者心中；其三，顧客滿意度由服務創新與體驗行銷共同決定；最後，顧客忠誠度的表現是為企業獲利指標。另外，透過本研究長期觀察與實證結果，提出下列幾點建議予台灣蘋果公司參考：爭取優先上市權、舉辦活動並增加露出、播送電視廣告、提高服務品質、遵守蘋果總公司服務條款、建立專門蒐集消費者意見之管道。 zh_TW dc.description.abstract (摘要) In 2001, the Apple Inc. which had been quiet for a long time announced their product – iPod, and soon rewrote the style of global music industry. The representing product – iPod also raised up shopping rush all over the world. Henceforward, Apple Inc. brought lots of products and became popular around the world, so did Taiwan. Even though, Apple Inc. didn’t institute any Apple Stores in Taiwan, the only way to buy Apple’s products personally is to visit dealers which acquire authorization. In addition, there are four APRs (Apple Premium Reseller) in Taiwan, include Youth, Dataexpress, Studio A, and istore, they also hold overwhelming majority of Apple products selling in Taiwan. As a result, this research is based on service innovation and experiential marketing that two factors the Apple Inc. emphasize most, and examine whether those four APRs had obtain identification from consumers in customer satisfaction degree and customer loyalty or not. This research used survey procedure to gather feedbacks from consumers during 9th April to 7th May in 2011 by uploading internet survey platform. There were 471 answer sheets on the platform above, 31 of them were invalid and 440 were valid, achieve the scale at 93.4%. We also used depth interview and had interviews with shop managers and vice-shop managers of those four APRs. Combining the two dimensions, this research had four main conclusions. First, Services cape and Procedures innovations are key points for consumers to recognize resellers. Second, five source of sense experience that consumers truly experience will make deep impressions in their mind. Third, customer satisfaction degree depends on service innovation and experiential marketing. The last but not least, the certain appearance of customer loyalty is as the index of company’s profit. According to long term observation and the conclusions of empirical research, we recommend few suggestions for the branch in Taiwan of Apple Inc. as follow. First, try to fight for the position of debut product, try to hold more selling activities and increase exposure, try to broadcast more TV commercials, try to raise service quality, try to obey service principles and guidelines established by Apple Inc., and try to set up a special channel to collect opinions from consumers. 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 4第三節 研究對象及範圍 5第四節 研究流程圖 6第二章 文獻回顧 7第一節 從蘋果公司說起 7一、蘋果公司的起源與歷史 7二、蘋果公司之企業活動 9三、台灣蘋果公司之通路 10第二節 服務創新 13一、服務 13二、創新 14三、服務創新 15四、服務創新的衡量 16第三節 消費體驗與體驗消費 18一、體驗的定義 18二、體驗行銷 24第四節 顧客滿意度 35一、顧客滿意度的定義 35二、顧客滿意度的衡量 37第五節 顧客忠誠度 39一、顧客忠誠度的定義 39二、顧客忠誠度的衡量 39第三章 研究方法與研究設計 42第一節 研究架構 42第二節 研究假設 44第三節 研究變數之操作型定義與問卷設計 45一、服務創新 45二、策略體驗模組（SEMs） 46三、顧客滿意度 47四、顧客忠誠度 48五、統計分析方法 49第四節 質化研究：深度訪談 54一、研究目的 54二、訪談對象 55第四章 量化研究結果 56第一節 樣本分析 56第二節 敘述性統計分析 58一、服務創新構面 58二、策略體驗模組 59三、顧客滿意度 60四、顧客忠誠度 61第三節 因素分析與信度檢定 62一、KMO及Bartlett’s球型檢定 63二、因素命名 64第四節 相關分析 69第五節 迴歸分析 73第六節 差異性分析 85第七節 假設驗證 92第五章 質化研究結果 95一、APR旗艦店之擺設與裝潢佈置皆以蘋果公司規範為唯一依據 95二、服務人員訓練主要分為蘋果公司要求與經銷商要求 98三、經銷商試圖在均一化的呈現下提升消費者對該公司之認同 102四、大部分優質經銷商明顯感受競爭壓力 106五、四大台灣蘋果優質經銷商蒐集顧客意見之管道不同 109第六章 結論與建議 113第一節 研究結論 113一、 台灣蘋果經銷商在服務創新及策略體驗模組與顧客滿意度、顧客忠誠度之意涵 113二、 台灣蘋果優質經銷商在服務創新、策略體驗模組對顧客滿意度、顧客忠誠度構面具有高度相關 116三、 台灣蘋果優質經銷商在婚姻、學歷、收入對服務創新、策略體驗模組、顧客滿意度與忠誠度部分有顯著差異 118第二節 行銷策略建議 120一、爭取優先上市權 121二、舉辦活動 增加露出 122三、播送電視廣告 123四、提高服務品質 124五、遵守蘋果總公司服務條款 126六、建立專門蒐集消費者意見之管道 128第三節 研究貢獻 129一、服務創新對策略體驗模組之間有存在影響關係 129二、服務至上 130第四節 研究限制與未來研究發展建議 130一、研究限制 130二、未來研究發展建議 131參考資料 133 zh_TW dc.format.extent 21686283 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098453004 en_US dc.subject (關鍵詞) 台灣蘋果優質經銷商 zh_TW dc.subject (關鍵詞) 服務創新 zh_TW dc.subject (關鍵詞) 蘋果公司 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.subject (關鍵詞) 體驗行銷 zh_TW dc.subject (關鍵詞) Apple Premium Reseller en_US dc.subject (關鍵詞) Service Innovation en_US dc.subject (關鍵詞) Apple Inc. en_US dc.subject (關鍵詞) Customer Loyalty en_US dc.subject (關鍵詞) Customer Satisfaction Degree en_US dc.subject (關鍵詞) Experiential Marketing en_US dc.title (題名) 蘋果咬一口：科技產品行銷通路之服務創新與體驗行銷策略研究 zh_TW dc.title (題名) A bitten apple –The research of service innovation and experiential marketing in dealers of technology products en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 大前研一（2006）。《創新者的思考：看見生意與創意的源頭》。台北市：商周。中村勝宏、師瑞德（2009）。《蘋果紅了—數位之王蘋果電腦的崛起傳奇》。台北市：我識。王金酩（2004）。《精緻化策略對顧客滿意度之研究》。暨南國際大學國際企業學系碩士論文。冉龍華（2008年11月27日）。〈驚艷指數與顧客忠誠成正比〉，《工商時報》，D3版。吳偉文（2007）。《創業管理－事業經營與企業家職能》。台北：普林斯頓。林婉翎（2008年11月10日）。〈驚艷指數與顧客忠誠成正比〉，《經濟日報》，A14版。武珊珊、王慧姬譯（2003）。《美感經驗》，台北：雄獅。（原書Maquet, J. 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