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題名：體驗行銷認知與關係強度之間關聯影響因素：滿意度、關係連結、信任與承諾之探討
書刊名：觀光與休閒管理期刊
作者：呂長民
出版日期：2013
卷期：1:1
頁次：頁77-96
主題關鍵詞：體驗行銷；顧客關係強度；關係連結；Experiential marketing；Customer relationship strength；Bonds
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:40
  • 點閱點閱:5
近年來體驗行銷已變成企業運用來改變消費者行為的一個重要理念，體驗行銷的運用已變成企業主要的行銷策略。顧客關係強度是影響顧客關係的主要變數，但在顧客體驗行銷認知與顧客關係強度之間關聯性的探討並不多。本研究以美容服務業個案業者在台灣地區顧客調查資料提出研究模式，探討上述兩者其間的關係。研究發現顧客關係強 度認知直接受其體驗行銷認知顯著影響，而顧客關係連結、整體體驗滿意度、顧客信任、顧客承諾則為其間的中介變數。
Experiential marketing (EM) is one of latest marketing thoughts that are held by many firms to react to the changes in customer behavior in recent years. The application of EM has become one of major marketing strategies in many firms. Customer relationship strength (CRS) is an important influence factor of customer relationship management. There is not much research that has addressed the relation between EM and CRS. The study presented a model to explore the relation. The results of the present study show that, using the customers of the beauty industry in Taiwan as the source of data collection, customer perception of experiential marketing has an impact on customer relationship strength, both directly and indirectly. CRS is affected by EM directly. The indirect effects imply that bonds, total customer satisfaction, trust, commitment and serve as the intervening variables between EM and CRS.
期刊論文
1.李奇樺、朱國光(20120200)。關係連結對挽回流失顧客影響之研究--以零售服務業為例。管理學報，29(1)，45-60。new window  延伸查詢new window
2.Kelley, Scott W.、Davis, Mark A.(1994)。Antecedents to consumer expectations for service recovery。Journal of Academy of Marketing Science，22(1)，52-61。  new window
3.陳為任、林宜勳(20080200)。餐廳關係品質對顧客忠誠意願影響之研究。明新學報，34(1)，307-321。new window  延伸查詢new window
4.Liljander, Y.、Roose, I.(2002)。Customer-relationship levels from spurious to true relationship。Journal of Service Marketing，16(7)，593-614。  new window
5.Swan, J. E.、Oliver, R. L.(1989)。Post Purchase Communications by Consumers。Journal of Retailing，65(4)，516-533。  new window
6.Fullerton, Golden(2005)。The service quality-loyalty relationship in retail services: does commitment matter?。Journal of Retailing and Consumer Services，12(2)，99-111。  new window
7.Akerlund, H.(2005)。Fading customer relationships in professional services。Managing Service Quality: An International Journal，15(2)，156-171。  new window
8.Gustafsson, Anders、Johnson, Michael D.、Roos, Inger(2005)。The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention。Journal of Marketing，69(4)，210-218。  new window
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11.Kim, K.、Frazier, G. L.(1997)。Measurement of Distributor Commitment in Industrial Channels of Distribution。Journal of Business Research，40(2)，139-154。  new window
12.Patterson, P. G.、Smith, T.(2001)。Modeling Relationship Strength across Service Types in an Eastern Culture。International Journal of Service Industry Management，12(2)，90-113。  new window
13.Cumby, J. A.、Barnes, J.(1998)。How Customers are Made to Feel: the Role of Affective Reactions in Driving Customer Satisfaction。International Journal of Customer relationship Management，1(1)，54-63。  new window
14.De Wulf, K.、Odekerken-Schröder, G.(2003)。Assessing the impact of a retailer's relationship efforts on consumers' attitudes and behavior。Journal of Retailing and Consumer Services，10(2)，95-108。  new window
15.Leonidou, C. N.、Leonidou, L. C.、Talias, M. A.(2008)。Exercised Power as a Driver of Trust and Commitment in Cross-Border Industrial Buyer-Seller Relationships。Industrial Marketing Management，37(1)，92-103。  new window
16.Pritchard, Mark P.、Havitz, Mark E.、Howard, Dennis R.(1999)。Analyzing the commitment-loyalty link in service contexts。Journal of the Academy of Marketing Science，27(3)，333-348。  new window
17.Parasuraman, Anantharanthan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1991)。Refinement and Reassessment of the SERVQUAL Scale。Journal of Retailing，67(4)，420-450。  new window
18.Dwyer, F. Robert、Schurr, Paul H.、Oh, Sejo(1987)。Developing Buyer-Seller Relationships。Journal of Marketing，51(2)，11-27。  new window
19.Gruen, Thomas W.、Summers, John O.、Acito, Frank(2000)。Relationship marketing activities, commitment, and membership behaviors in professional associations。Journal of Marketing，64(3)，34-49。  new window
20.Moorman, Christine、Zaltman, Gerald、Deshpande, Rohit(1992)。Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations。Journal of Marketing Research，29(3)，314-328。  new window
21.Hennig-Thurau, Thorsten、Klee, Alexander(1997)。The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development。Psychology & Marketing，14(8)，737-764。  new window
22.Mathwick, Charla、Malhotra, Naresh K.、Rigdon, Edward(2001)。Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment。Journal of Retailing，77(1)，39-56。  new window
23.Selnes, Fred(1993)。An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty。European Journal of Marketing，27(9)，19-35。  new window
24.Anderson, Erin、Weitz, Barton(1992)。The use of pledges to build and sustain commitment in distribution channels。Journal of Marketing Research，29(1)，18-34。  new window
25.張淑青(20060100)。顧客忠誠驅動因子之研究--顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響。輔仁管理評論，13(1)，107-132。new window  延伸查詢new window
26.Singh, Jagdip、Sirdeshmukh, Deepak(2000)。Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments。Journal of the Academy of Marketing Science，28(1)，150-167。  new window
27.Baker, Dwayne A.、Crompton, John L.(2000)。Quality, satisfaction and behavioral intentions。Annals of Tourism Research，27(3)，785-804。  new window
28.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。  new window
29.周建亨、楊台寧、陳津美(20100600)。體驗行銷對顧客關係強度之直接與間接影響。臺大管理論叢，20(2)，49-72。new window  延伸查詢new window
30.Mano, Haim、Oliver, Richard L.(1993)。Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction。Journal of Consumer Research，20(3)，451-466。  new window
31.Dichter, Ernest(1966)。How word-of-mouth advertising works。Harvard Business Review，44(6)，147-166。  new window
32.Storbacka, Kaj、Strandvik, Tore、Grönroos, Christian(1994)。Managing customer relationships for profit: The dynamics of relationship quality。International Journal of Service Industry Management，5(5)，21-38。  new window
33.Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect?。Harvard Business Review，73(6)，88-99。  new window
34.Pine, B. Joseph II、Gilmore, James H.(1998)。Welcome to the Experience Economy。Harvard Business Review，76(4)，97-105。  new window
學位論文
1.Alonso, S.(2000)。The Antecedents and Consequences of Customer Loyalty: The Roles of Customer Satisfaction and Consumer Trust-Commitment(博士論文)。Texas-Pan American University，Edinburgh, Texas。  new window
圖書
1.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.(1995)。Multivariate Data Analysis with Reading。Prentice Hall。  new window
2.Schmitt, B. H.(1999)。Experiential Marking: How to Get Customers to Sense, Fell, Think, Act and Relate to Your Company and Brand。New York, NY：Free Press。  new window
3.Reichheld, F. F.、Sasser, W. E. Jr.(1990)。Zero Defections: Quality Comes to Services a Paid-for Experience。New York, NY：J. P. Tarcher。  new window
4.Pine, B. Joseph II、Gilmore, James H.(1999)。The experience economy: Work is theatre & every business a stage。Harvard Business School Press。  new window
5.Pine, B. Joseph II、Gilmore, James H.、夏業良、魯煒(2003)。體驗經濟時代。台北：經濟新潮社。  延伸查詢new window
 
 
 
 
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