臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：體驗行銷、品牌形象與顧客滿意度關聯研究--以IKEA為例
書刊名：朝陽商管評論
作者：張朝旭 引用關係
作者(外文)：Chang, Joshua C.
出版日期：2019
卷期：17:2
頁次：頁19-38
主題關鍵詞：體驗行銷；品牌形象；顧客滿意度；IKEA；Experiential marketing；Brand image；Customer satisfaction
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:5
  • 點閱點閱:28
近幾年體驗行銷已成為一種趨勢，人們的消費型態也漸漸的改變，現今的消費者購買商品不再是著重產品的特性、功能、品質，而是在消費的過程中所感受到的消費體驗。為客戶提供獨特而難忘的體驗，建立積極的客戶品牌關係已成為品牌經理面臨的主要挑戰之一。本文採驗證性方法旨在探討「體驗行銷」、「品牌形象」與「顧客滿意度」之間的關聯性。研究目的為：瞭解目前IKEA在體驗行銷上的運用、「體驗行銷」對「品牌形象」及「顧客滿意度」的影響性及品牌形象在體驗行銷與顧客滿意度之間的中介效果。研究發現就個別變項的解釋量而言，以「關聯體驗」層面的預測力最佳，其餘依次為「感官體驗」「思考體驗」「情感體驗」層面，品牌形象則是扮演部分中介效果。
Experiential marketing has become a trend recently, and people's consumption patterns are gradually changing. Today's consumers are no longer paying attention to the characteristics, functions and quality of products, but the consumption experience they feel during the process of shopping. Providing a unique and memorable experience for our customers and building a positive customer brand relationship has become one of the main challenges facing brand managers. This paper conducts an empirical study to explore the relationship between ＂experience marketing＂, ＂brand image＂ and ＂customer satisfaction＂. The purpose of the research is to understand the current IKEA application in experiential marketing, the impact of ＂experience marketing＂ on ＂brand image＂ and ＂customer satisfaction＂, and the mediation effect of brand image on experiential marketing and customer satisfaction. The study found that in terms of the interpretation of individual variables, the predictive power at the ＂associated experience＂ level is the best. The rest are ＂sensory experience＂, ＂thinking experience＂ and ＂emotional experience＂. Brand image is playing a part of the intermediary effect.
期刊論文
1.Woodside, A. G.、Frey, L. L.、Daly, R. T.(1989)。Linking service quality, customer satisfaction, and behavioral intentions。Journal of Health Care Marketing，9(4)，5-17。  new window
2.Dobni, D.、Zinkhan, G. M.(1990)。In Search of Brand Image: A Foundation Analysis。Advances in Consumer Research，17(1)，110-119。  new window
3.Tse, David K.、Wilton, Peter C.(1988)。Models of Consumer Satisfaction Formation: An Extension。Journal of Marketing Research，25(2)，204-212。  new window
4.張瑞琇、林均(20170600)。品牌形象、消費體驗對消費者購買意圖之探討--以百匯自助餐廳為例。觀光與休閒管理期刊，5(1)，147-158。new window  延伸查詢new window
5.蔣家皓、楊宛寧(20100700)。主題餐廳實施體驗行銷之初探--以T.G.I.Friday's餐廳臺北敦化店為例。真理觀光學報，8，55-70。new window  延伸查詢new window
6.Alba, J. W.、Hutchinson, J. W.(2000)。Knowledge calibration: What consumers know and what they think they know。Journal of Consumer Research，27(2)，123-156。  new window
7.Faircloth, J. B.(2005)。Factors influencing nonprofit resource provider support decision: applying the brand equity concept to nonprofit。Journal of Marketing Practice and Theory，13(3)，1-15。  new window
8.Iversen, N. M.、Hem, L. E.(2008)。Provenance association as core value of place umbrella brands: a framework of characteristics。European Journal of Marketing，42(4/5)，603-626。  new window
9.Pine, B. J. II、Gilmore J. H.(1998)。The experience economy: Work is theatre and every business a state。Harvard Business Review，76(4)，75-105。  new window
10.Schmitt, B.(2011)。Experience Marketing: Concepts, Frameworks and Consumer Insights。Foundations and Trends® in Marketing，5(2)，55-112。  new window
11.Roy, D.、Banerjee, S.(2007)。CARE-ing strategy for integration of brand identity with brand image。International Journal of Commerce and Management，17(1/2)，140-148。  new window
12.Kaiser, Henry F.(1974)。An index of factorial simplicity。Psychometrika，39(1)，31-36。  new window
13.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
14.Spreng, Richard A.、Mackenzie, Scott B.、Olshavsky, Richard W.(1996)。A Reexamination of the Determinants of Consumer Satisfaction。Journal of Marketing，60(3)，15-32。  new window
15.Gentile, Chiara、Spiller, Nicola、Noci, Giuliano(2007)。How to sustain the customer experience: An overview of experience components that co-create value with the customer。European Management Journal，25(5)，395-410。  new window
16.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
17.Oliver, Richard L.(1999)。Whence consumer loyalty?。Journal of Marketing，63(4_suppl 1)，33-44。  new window
18.Biel, Alexander L.(1992)。How Brand Image Drives Brand Equity。Journal of advertising Research，32(6)，RC6-RC12。  new window
19.Hsieh, An‐Tien、Li, Chung‐Kai(2008)。The moderating effect of brand image on public relations perception and customer loyalty。Marketing Intelligence & Planning，26(1)，26-42。  new window
20.Holbrook, Morris B.(2000)。The millennial consumer in the texts of our times: Experience and entertainment。Journal of Macromarketing，20(2)，178-192。  new window
會議論文
1.Masterman, G.、Wood, E.(2008)。Event Marketing: Measuring an Experience?。7th International Marketing Trends Congress。Venice。  new window
學位論文
1.賴榮宗(2001)。服務補救、顧客滿意與品牌權益之關係研究(碩士論文)。中國文化大學。  延伸查詢new window
2.陳淑芳(2003)。顧客關係、服務品質、品牌形象、顧客滿意度與再購意願間關係之研究--以銀行業為例(碩士論文)。大同大學。  延伸查詢new window
3.高千惠(2014)。體驗行銷對購買意願影響效果之研究--以品牌形象與品牌知名度為中介變數(碩士論文)。實踐大學。  延伸查詢new window
4.周莉雯(2016)。體驗行銷對消費者的影響--以法式甜點為例(碩士論文)。逢甲大學。  延伸查詢new window
5.馬誠謙(2014)。服務品質、品牌形象與顧客滿意度對購買意願之影響--以中部地區房仲業為例(碩士論文)。朝陽科技大學。  延伸查詢new window
6.林宜蓉(2009)。跨國性服務業體驗行銷、品牌權益與顧客滿意度的關聯性之研究--以IKEA為例(碩士論文)。長榮大學。  延伸查詢new window
7.翁愷謙(2016)。顧客知覺價值對品牌形象之關係--以無印良品為例(碩士論文)。中國文化大學。  延伸查詢new window
8.張硯凱(2013)。服務創新、品牌形象對顧客滿意影響之研究--以IKEA為例(碩士論文)。南台科技大學。  延伸查詢new window
圖書
1.俞洪亮、蔡義清、莊懿妃(2010)。商管研究資料分析：SPSS的應用。台北：華泰文化。  延伸查詢new window
2.郭生玉(1993)。心理與教育測驗。精華書局。  延伸查詢new window
3.Gobé, Marc(2001)。Emotional branding: The new paradigm for connecting brands to people。New York, NY：Allworth Press。  new window
4.王保進(1996)。統計套裝程式SPSS與行為科學研究。台北：松崗電腦圖書資料股份有限公司。  延伸查詢new window
5.Keller, Kevin L.(2008)。Strategic brand management: Building, measuring and managing brand equity。Prentice Hall。  new window
6.邱皓政(2011)。量化研究與統計分析。五南圖書公司。  延伸查詢new window
7.Norris, R. T.(1941)。The theory of consumer's demand。Yale University Press。  new window
8.Smilansky, S.(2009)。Experiential Marketing: A Practical Guide to Interactive Brand Experiences。London：Kogan Page。  new window
9.Kotler, P.(2003)。Marketing management。New Jersey：Prentice Hall。  new window
10.Rifkin, J.(2001)。The age of access: The new culture of hyper capitalism, where all of life is a paid-for experience。New York：Jeremy P. Tarcher。  new window
11.Abbott, Lawrence(1955)。Quality and competition。Columbia University Press。  new window
12.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
13.DeVellis, Robert F.(1991)。Scale Development: Theory and Applications。Sage。  new window
14.Schmitt, Bemd H.(1999)。Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands。Free Press。  new window
15.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
單篇論文
1.許子謙(2014)。【體驗行銷】IKEA讓消費者從心體驗的行銷術。  延伸查詢new window
其他
1.Newman, D.(2015)。Marketing: Building A Customer-Centric Marketing Ecosystem，http://www.forbes.com/sites/danielnewman/2015/02/17/marketing-building-a-customer-centric-marketing-eco-system/#452600a91cb2。  new window
圖書論文
1.Pfaff, Martin(1977)。The index of customer satisfaction measurement problem and opportunity。Conceptualization and measurement of consumer satisfaction/dissatisfaction。Cambridge, MA：Marketing Science Institute。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關著作
 
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：608（臺灣：604，外國：4） ／ 本年度總使用人次：2393369 ／ 訪客人次（自102年09月）：68201082
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上