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題名：網站體驗行銷、體驗價值、顧客滿意度與顧客忠誠度關係之探討
書刊名：行銷科學學報
作者：劉明德／梅國忠 引用關係
作者(外文)：Liu, Ming-te／Mei, Kuo-chung
出版日期：2011
卷期：7:2
頁次：頁129-153
主題關鍵詞：體驗行銷；體驗價值；顧客滿意度；顧客忠誠度；Experiential marketing；Experiential value；Customer satisfaction degree；Customer loyalty
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(9) 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:9
  • 共同引用共同引用:0
  • 點閱點閱:27
目前網路商店多數著重於產品功能及品質的行銷宣傳，此類行銷方式已不易吸引消費者注意，以強調產品特性與品質為主的行銷時代已漸漸過去。抓住顧客體驗後的感受與情感經驗，才能創造出觸動人心的顧客關係。網站體驗行銷將Schmitt(1999)所提出體驗行銷的策略體驗模組移至非實體的網路上應用，因為越來越多企業，嘗試把商品的體驗由實體通路轉換至網站上，讓消費者進行虛擬體驗，進而促使消費者付諸行動購買產品。本研究以台灣最大的汽車銷售商之一為例，嘗試瞭解體驗行銷在網站上可以發揮的影響，研究目的分為：一、探討網站體驗行銷的策略體驗模組對於體驗價值的影響；二、探討網站體驗價值對於顧客滿意度、顧客忠誠度的影響；三、探討網站顧客滿意度與顧客忠誠度的影響；四、探討網站體檢行銷的策略體驗模組對於顧客滿意度與顧客忠誠度的影響；五、探討人口統計變數與策略體驗模組、體驗價值、顧客滿意度、顧客忠誠度的影響；六、歸納研究結果，提出行銷建議。研究結果顯示，網站體驗行銷的策略體驗模組對體驗價值具有顯著正相關；網站體驗價值對顧客滿意度、顧客忠誠度的影響部份具有顯著正相關；網站顧客滿意度對顧客忠誠度的影響具有顯著正相關；網站體驗行銷的策略體驗模組對顧客滿意度、顧客忠誠度的影響部份具有顯著正相關；人口統計變數項下的年齡與職業對於模組間部份具顯著差異。
Most of the online stores still focus on the marketing promotion within product function or quality right now. This way has not been easily to attract consumer's attention. To stress product characteristic and quality had been passed in marketing. The enterprises need to hold the customer experiences with the feeling and the emotion, and then the enterprises can try to touch consumer's heart to build the strong customer relationship. The website's experiential marketing transfers the experiential marketing proposed by Schmitt (1999) from the experience of real store to the online store in application. More and more enterprises attempt to transfer the experience for purchasing commodity to the websites. Therefore, it's an important topic to urge the consumer to purchase the online products. This research took the biggest automobile seller as the example in Taiwan. We attempt to understand that the experience marketing how to induce the influence by the websites. The goals of the research could be divided as follows: 1. to explore the strategic experiential modules of website's experiential marketing how affect the experiential value; 2. to explore the website's experiential value how affect the customer satisfaction degree and the customer loyalty; 3. to explore the website's customer satisfaction degree how affect the customer loyalty; 4. to explore the strategic experiential modules of website's experiential marketing how affect the customer degree of satisfaction and customer loyalty; 5. to explore the geographic variables how affect the website's experiential marketing, experiential value, customer degree of satisfaction, and customer loyalty; 6. to make the conclusions and propose the marketing proposal. The findings for this research showed that the strategic experiential modules of website's experiential marketing related with the experiential value positively and significantly. The website's experiential value related with customer satisfaction degree and customer loyalty positively and significantly. The customer satisfaction degree related with customer loyalty positively and significantly. The strategic experiential modules of website's experiential marketing related with customer satisfaction degree and customer loyalty positively and significantly. The geographic variables on age and occupation relate partially with the strategic experiential modules.
期刊論文
1.McConnel, J. D.(1968)。The Development of Brand Loyalty: An Experimental Study。Journal of Marketing Research，5(1)，13-19。  new window
2.Brackett, Lana K.、Carr, Benjamin N.(2001)。Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes。Journal of Advertising Research，41(5)，23-32。  new window
3.Babakus, Emin、Bienstock, Carol C.、Van Scotter, James R.(2004)。Linking Perceived Quality and Customer Satisfaction to Store Traffic and Revenue Growth。Decision Sciences，35(4)，713-737。  new window
4.溫佩妤(2002)。哥倫比亞大學全球品牌中心創辦人伯德‧史密特：體驗行銷的秘密。Cheers，22，146-149。  延伸查詢new window
5.Churchill, G. A.、Surprenant, C.(1982)。An Investigation into to The Determinants of Customer Satisfaction。Journal of Marketing Research，19，490-504。  new window
6.Lee, E.、Overby, J.(2004)。Creating Value for Online Shoppers: Implication for Satisfaction and Loyalty。Journal of Consumer Satisfaction，17(54)，54-67。  new window
7.Babin, Barry J.、Darden, William R.、Griffin, Mitch(1994)。Work and/or fun: Measuring hedonic and utilitarian shopping value。Journal of Consumer Research，20(4)，644-656。  new window
8.Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect。Harvard Business Review，73(6)，88-99。  new window
9.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
10.Holbrook, Morris B.(1996)。Customer Value: A Framework for Analysis and Research。Advances in Consumer Research，23(1)，138-142。  new window
11.Oliver, Richard L.、Rust, Roland T.、Varki, Sajeev(1997)。Customer Delight: Foundations, Findings, and Managerial Insight。Journal of Retailing，73(3)，311-336。  new window
12.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
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.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
15.Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research，17(4)，460-469。  new window
16.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
17.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
圖書
1.Griffin, J.(1995)。Customer Loyalty: How to Earn It? How to Keep It?。New York：Simon & Schuster Inc.。  new window
2.Day, G. S.(1984)。Strategic Market Planning: The Pursuit of Competitive Advantage。West Publishing。  new window
3.Carbone, L(2004)。How to Keep Customers Coming Back Again and Again。NJ：The Free Press。  new window
4.McKenna R.(1997)。Interactive Marketing。Boston, MA：Harvard Business School Press。  new window
5.McLuhan, M.(2000)。Understanding media: The extensions of man。London：Rutledge。  new window
6.Reicheld, F.(1996)。The Loyalty Effect: The Hidden Force Behind Growth, Profit and Lasting Value。Boston：Harvard Business School Press。  new window
7.Kotler, P.(2003)。Marketing Management。Prentice Hall。  new window
8.Rokeach, Milton J.(1973)。The Nature of Human Values。Free Press。  new window
9.Schmitt, Bernd H.(2003)。Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers。John Wiley & Sons Inc。  new window
10.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
其他
1.財團法人台灣網路資訊中心(2010)。2010年台灣地區寬頻網路使用調查報告，http://www.twnic.net.tw。  延伸查詢new window
圖書論文
1.Rys, M. E.、Fredericks, J. O.、Luery, D. A.(1987)。Value=quality? Are service value and service quality synonymous: a decompositional approach。Add Value to Your Service。American Marketing Association。  new window
2.Hempel, D. J.(1977)。Consumer Satisfaction with The Home Buying Process: Conceptualization and Measurement。The Conceptualization and Dissatisfaction。Cambridge, MA：Marketing Science Institute。  new window
3.Holbrook, Morris B.(1994)。The nature of customer value: An axiology of services in the consumption experience。Service quality: New directions in theory and practice。Sage Publications。  new window
 
 
 
 
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