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題名：體驗行銷對顧客忠誠度影響之研究--以直銷業為例
書刊名：行銷評論
作者：周聰佑 引用關係／陳彥廷／張鈺禾
作者(外文)：Chou, Tsung-yu／Chen, Yen-ting／Chang, Yu-ho
出版日期：2010
卷期：7:1
頁次：頁1-24
主題關鍵詞：體驗行銷；顧客滿意度；顧客價值；忠誠度；Experiential marketing；Customer satisfaction；Customer value；Royalty
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:130
  • 點閱點閱:70
隨著消費者需求不斷改變，企業無不希望藉由各種行銷策略吸引消費者。而體驗行銷理念逐漸被廣泛地用在各個行業，其主要目的乃希望藉由各種體驗行銷的手法，如設施的多樣、情感的刺激、差異化與服務人員的親切服務等，影響顧客對商品的購買行爲。體驗行銷是一個新的概念，綜觀過去研究，國內外文獻對體驗行銷的探討與體驗行銷之實證性研究並不多，因此引發本研究之研究動機。本研究採取驗證性之方法進行，選定台中地區個案直銷商之顧客爲研究對象，並利用統計軟體SPSS及AMOS來進行實證分析以探討體驗行銷策略之實施，是否對顧客之忠誠度具有正向提昇之助益。研究結果歸納如下：（一）「體驗行銷」的施行對於「顧客價値」與「顧客滿意度」具有顯著之正向提昇。（二）「顧客價値」與「顧客滿意度」對於顧客之「忠誠度」皆具有顯著之正向影響。（三）「顧客滿意度」與「顧客價値」確實爲體驗行銷與消費者忠誠度之中介變數。
The requirements of customers are constantly changing; all enterprises have to try to attract consumers with different marketing strategies undoubtedly. The application of experiential marketing has become one of major marketing strategies in different industry in recent years. The purpose of experiential marketing is to use the marketing technique, such as the variety of facilities, cordial service and emotion stimulation to directly strengthen customers' value, satisfaction, and, further, customer royalty. To our best knowledge, there is not much research that has addressed Experiential Marketing since it is a quite new concept in marketing. Particularly, there is no similar research found in direct selling. Accordingly, this study is undertaken in order to obtain some empirical results in academy and practice. This research applies experiential marketing in direct selling industry and tries to explore the effect on customer royalty. Data was analyzed by SPSS and LISREL. Some results are presented as follows: First, the adoption of experiential marketing helps and enhances customer value significantly. Second, customer royalty is influenced by customer satisfaction significantly. Finally, customer satisfaction is an important mediator between experiential marketing and customer royalty.
期刊論文
1.Flint, D. J.、Woodruff, R. B.、Gardial, S. F.(1997)。Customer Value Change in Industrial Marketing Relationships: A Call for New Strategies and Research。Industrial Marketing Management，26(2)，163-175。  new window
2.Butz, Howard E. Jr.、Goodstein, Leonard D.(1996)。Measuring customer value: Gaining the strategic advantage。Organizational Dynamics，24(3)，63-77。  new window
3.Holbrook, M. B.(2000)。The Millennial consumer in the text of times: Experience and entertainment。Journal of Macromarketing，20(2)，178-192。  new window
4.Drake, C.、Gwynne, A.、Waite, N.(1998)。Barclays life customer satisfaction and loyalty tracking survey: A demonstration of customer loyalty research in practice。The International Journal of Bank Marketing，16(7)，287-292。  new window
5.郭德賓、周泰華、黃俊英(20000300)。服務業顧客滿意評量之重新檢測與驗證。中山管理評論，8(1)，153-200。new window  延伸查詢new window
6.Alba, Joseph W.、Hutchinson, John Wesley(1987)。Dimensions of Consumer Expertise。Journal of Consumer Research，13(4)，411-454。  new window
7.沈進成、廖若岑、周君妍(20050900)。遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究--以華山咖啡為例。戶外遊憩研究，18(3)，59-79。new window  延伸查詢new window
8.Hirschman, Elizabeth C.、Holbrook, Morris B.(1982)。Hedonic Consumption: Emerging Concepts, Methods and Propositions。Journal of Marketing，46(3)，92-101。  new window
9.鍾志強(20051200)。運動服務產業體驗行銷策略之探討。大專體育，81，114-120。new window  延伸查詢new window
10.Cronin, J. Joseph Jr.、Brady, Michael K.、Hult, G. Tomas M.(2000)。Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments。Journal of Retailing，76(2)，193-218。  new window
11.Heskett, James L.、Jones, Thomas O.、Loveman, Gary W.、Sasser, W. Earl Jr.、Schlesinger, Leonard A.(1994)。Putting the Service-Profit Chain to Work。Harvard Business Review，72(2)，164-174。  new window
12.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
13.Cardozo, Richard N.(1965)。An Experimental Study of Customer Effort, Expectation, and Satisfaction。Journal of Marketing Research，2(3)，244-249。  new window
14.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
15.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。  new window
16.Oliver, Richard L.(1981)。Measurement and evaluation of satisfaction processes in retail settings。Journal of Retailing，57(3)，25-48。  new window
17.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
18.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
19.Chaudhuri, Arjun、Holbrook, Morris B.(2001)。The chain of effects From brand trust and brand affect to brand performance: The role of brand loyalty。Journal of Marketing，65(2)，81-93。  new window
20.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effect of Price, Brand, and Store Information on Buyers' Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
學位論文
1.劉明雄(2003)。直銷業導入電子商務對其直銷商角色之影響研究--Amway及Quixtar之個案研究(碩士論文)。國立臺灣大學。  延伸查詢new window
圖書
1.Rifkin, Jeremy(2001)。The Age of Access: The New Culture of Hyper Capitalism, Where All of Life Is A Paid-for Experience。New York：Penguin Putnam。  new window
2.Bettman, J. R.(1979)。An information processing theory of consumer choices。Reading, MA：Addison-Wesley Publishing Co.。  new window
3.Monroe, K. B.(1990)。Pricing-Marking Profitable Decisions。McGraw-Hill。  new window
4.Nicosia, Francesco M.(1966)。Consumer decision process, marketing and advertising implication。Englewood Cliffs, NJ：Prentice-Hall。  new window
5.Engel, James F.、Kollat, David T.、Blackwell, Roger D.(1984)。Consumer Behavior。The Dryden Press。  new window
6.Rokeach, M.(1975)。The Nature of Human Values。New York：Free Press。  new window
7.Sheth, J. N.、Newman, B. I.、Gross, B. L.(1991)。Consumption Values and Market Choices: Theory and Applications。South-Western Publishing Co.。  new window
8.Pine, B. J. II、Gilmore, J. H.(1999)。The experience economy: Work is theatre and every business a state。Harvard Business School Press。  new window
9.Zeithaml, Valarie A.、Parasuraman, A.、Berry, Leonard L.(1990)。Delivering Quality Service: Balancing Customer Perceptions and Expectations。New York：Simon and Schuster。  new window
10.Day, George S.(1990)。Market driven strategy: processes for creating value。Free Press。  new window
11.Bollen, K. A.(1989)。Structural Equations with Latent Variables。New York：John Wiley & Sons。  new window
12.Kotler, Philip(1996)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
13.Abbott, Lawrence(1995)。Quality and Competition: An Essay in Economic Theory。Columbia University Press。  new window
14.Barnes, J. G.(2001)。Secrets of Customer Relationship Management: It's All about How You Make Them Feel。New York：McGraw-Hill。  new window
其他
1.Schmitt, B. H.(1999)。Experiential Marketing。  new window
2.何雍慶、蘇子炘、張永富(2005)。運用MEC分析消費者醫療體驗價值。  延伸查詢new window
3.Blattberg, R. C.(1998)。Management the Firm Using Liftime-Customer Value。  new window
4.Mazumdar, T.(1993)。A value-based orientation to new product planning。  new window
5.Loudon, D. L. & Della, A. J.(1984)。Consumer Behavior-Concepts and Applications，New York：Mc-Graw Hill。  new window
6.林訓民(1994)。全方位傳銷指南。  延伸查詢new window
7.Oh, H., & Parks, S. C.(1997)。Customer satisfaction and service quality: A critical review of the literal and research implications for the hospitality industry。  new window
 
 
 
 
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