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黄凤琼
楊易淳
商學院
工商管理碩士學位(MBA)課程(中文學制)
碩士
2020
探討體驗行銷, 消費情景和顧客滿意度關系之研究
The Study of The Relationship between Experience Marketing，Consumption Situation and Customer Satisfaction
體驗行銷 ; 消費情景 ; 顧客滿意度
experience marketing ; consumption scenarios ; customer satisfaction
隨著現代商業文明的進一步發展，各種行銷手段尤其是體驗行銷概念逐漸深入人心，而今行銷體驗已經成為促進消費者滿意感最重要的體驗之一。
本文從理論和實證上進行了相關證實，首先系統的解釋了體驗行銷、消費情景和顧客滿意度的相關文獻研究，闡釋了相關定義。其次全面分析和探討體驗行銷、消費情景和顧客滿意度之間的交互影響，通過量化的手段分析了四大構面之間的相關關係，得出了相關的結論。
本文通過對王品餐飲的消費者進行實地的問卷調查，總計收集了312份有效問卷，並對收集到的問捲進行描述性統計，信度效度檢驗，相關分析，回歸分析等，得出體驗行銷、消費情景和顧客滿意度之間均存在顯著的相關，且消費情景存在仲介效果。
最後，根據前述章節理論與實證分析，從王品餐飲的角度出發，提出對建更好的品牌影響力，提升消費者滿意感。
本文從理論和實證上進行了相關證實，首先系統的解釋了體驗行銷、消費情景和顧客滿意度的相關文獻研究，闡釋了相關定義。其次全面分析和探討體驗行銷、消費情景和顧客滿意度之間的交互影響，通過量化的手段分析了四大構面之間的相關關係，得出了相關的結論。
本文通過對王品餐飲的消費者進行實地的問卷調查，總計收集了312份有效問卷，並對收集到的問捲進行描述性統計，信度效度檢驗，相關分析，回歸分析等，得出體驗行銷、消費情景和顧客滿意度之間均存在顯著的相關，且消費情景存在仲介效果。
最後，根據前述章節理論與實證分析，從王品餐飲的角度出發，提出對建更好的品牌影響力，提升消費者滿意感。
With the further development of modern commercial civilization, various marketing methods, especially the concept of experience marketing, have gradually become popular. Nowadays, the marketing experience has become one of the most important experiences to promote consumer satisfaction.
This article has made relevant verifications theoretically and empirically. Firstly, it systematically explained the relevant literature research on experience marketing, consumption scenarios and customer satisfaction, and explained the relevant definitions. Secondly, it comprehensively analyzes and discusses the interactive influence between experience marketing, consumption scenarios and customer satisfaction, analyzes the correlation between the four dimensions through quantitative means, and draws relevant conclusions.
In this paper, through a field survey of consumers of Wangpin Catering, a total of 312 valid questionnaires were collected, and the collected questionnaires were descriptive statistics, reliability and validity tests, correlation analysis, regression analysis, etc., to get the experience There is a significant correlation between marketing, consumption scenarios and customer satisfaction, and the consumption scenarios have an intermediary effect.
Finally, based on the theoretical and empirical analysis of the foregoing chapters, from the perspective of Wangpin Catering, it proposes to build a better brand influence and enhance customer satisfaction.
This article has made relevant verifications theoretically and empirically. Firstly, it systematically explained the relevant literature research on experience marketing, consumption scenarios and customer satisfaction, and explained the relevant definitions. Secondly, it comprehensively analyzes and discusses the interactive influence between experience marketing, consumption scenarios and customer satisfaction, analyzes the correlation between the four dimensions through quantitative means, and draws relevant conclusions.
In this paper, through a field survey of consumers of Wangpin Catering, a total of 312 valid questionnaires were collected, and the collected questionnaires were descriptive statistics, reliability and validity tests, correlation analysis, regression analysis, etc., to get the experience There is a significant correlation between marketing, consumption scenarios and customer satisfaction, and the consumption scenarios have an intermediary effect.
Finally, based on the theoretical and empirical analysis of the foregoing chapters, from the perspective of Wangpin Catering, it proposes to build a better brand influence and enhance customer satisfaction.
2021
中文
60
致 謝 I
摘 要 II
Abstract III
圖目錄 VIII
表目錄 IX
第一章 緒 論 1
1.1研究背景 1
1.2研究對象 4
1.3研究目的 6
1.4研究問題 6
1.5研究意義 7
1.5.1理論意義 7
1.5.2實際意義 7
1.6研究內容及研究流程 8
第二章 文獻綜述 10
2.1體驗行銷的相關研究 10
2.1.1體驗行銷 10
2.2消費情景的相關研究 13
2.2.1消費情景的內在含義 13
2.3顧客滿意度 16
2.3.1顧客滿意度的內在含義 16
2.4 小結 18
第三章 研究方法與設計 19
3.1研究模型 19
3.2體驗行銷、消費情景和顧客滿意度關係之研究 20
3.3研究方法 21
3.3.1問卷調查法 21
3.3.2 樣本 21
3.3.3問卷設計 22
3.3.4分析工具 25
3.4資料分析方法 25
第四章資料分析與處理 27
4.1資料處理 27
4.1.1剔除無效周卷 27
4.1.2資料輸入 27
4.1.3資檢查及除錯 28
4.2描述性統計分析 28
4.2.1基本資料頻數分析 28
4.2.2基本資料描述性統計分析 29
4.3信度檢驗 30
4.4效度分析 31
4.5差異性分析 32
4.5.1不同性別在各個維度上的差異性分析 32
4.5.2不同年齡在各個維度上的差異性分析 33
4.5.3不同收入在各個維度上的差異性分析 34
4.5.4不同婚姻情況在各個維度上的差異性分析 34
4.5.5不同育有子女情況在各個維度上的差異性分析 35
4.5.6不同學歷在各個維度上的差異性分析 36
4.6相關分析 36
4.7回歸分析 38
4.7.1研究路徑分析 38
4.7.2體驗行銷對消費情景回歸關係 38
4.7.3體驗行銷對顧客滿意度回歸關係 39
4.7.4消費情景對顧客滿意度回歸關係 40
4.8仲介效應研究 41
4.9研究結果匯總 41
第五章 研究結論及發展建議 42
5.1 討論 42
5.1.1體驗行銷、消費情景和顧客滿意度之影響 42
5.1.2在體驗行銷方面 43
5.1.3在消費情景方面 43
5.1.4在顧客滿意度方面 44
5.2 結論 45
5.3研究之局限及未來發展 48
5.3.1研究局限性 48
5.3.2未來展望 49
參考文獻 50
作者簡介 56
附錄 57
摘 要 II
Abstract III
圖目錄 VIII
表目錄 IX
第一章 緒 論 1
1.1研究背景 1
1.2研究對象 4
1.3研究目的 6
1.4研究問題 6
1.5研究意義 7
1.5.1理論意義 7
1.5.2實際意義 7
1.6研究內容及研究流程 8
第二章 文獻綜述 10
2.1體驗行銷的相關研究 10
2.1.1體驗行銷 10
2.2消費情景的相關研究 13
2.2.1消費情景的內在含義 13
2.3顧客滿意度 16
2.3.1顧客滿意度的內在含義 16
2.4 小結 18
第三章 研究方法與設計 19
3.1研究模型 19
3.2體驗行銷、消費情景和顧客滿意度關係之研究 20
3.3研究方法 21
3.3.1問卷調查法 21
3.3.2 樣本 21
3.3.3問卷設計 22
3.3.4分析工具 25
3.4資料分析方法 25
第四章資料分析與處理 27
4.1資料處理 27
4.1.1剔除無效周卷 27
4.1.2資料輸入 27
4.1.3資檢查及除錯 28
4.2描述性統計分析 28
4.2.1基本資料頻數分析 28
4.2.2基本資料描述性統計分析 29
4.3信度檢驗 30
4.4效度分析 31
4.5差異性分析 32
4.5.1不同性別在各個維度上的差異性分析 32
4.5.2不同年齡在各個維度上的差異性分析 33
4.5.3不同收入在各個維度上的差異性分析 34
4.5.4不同婚姻情況在各個維度上的差異性分析 34
4.5.5不同育有子女情況在各個維度上的差異性分析 35
4.5.6不同學歷在各個維度上的差異性分析 36
4.6相關分析 36
4.7回歸分析 38
4.7.1研究路徑分析 38
4.7.2體驗行銷對消費情景回歸關係 38
4.7.3體驗行銷對顧客滿意度回歸關係 39
4.7.4消費情景對顧客滿意度回歸關係 40
4.8仲介效應研究 41
4.9研究結果匯總 41
第五章 研究結論及發展建議 42
5.1 討論 42
5.1.1體驗行銷、消費情景和顧客滿意度之影響 42
5.1.2在體驗行銷方面 43
5.1.3在消費情景方面 43
5.1.4在顧客滿意度方面 44
5.2 結論 45
5.3研究之局限及未來發展 48
5.3.1研究局限性 48
5.3.2未來展望 49
參考文獻 50
作者簡介 56
附錄 57
1.王溯, &傅賢治. (2006). 體驗行銷與顧客體驗價值分析模型.經濟管理(21), 66-69.
2.李修林.(2005).體驗行銷與品牌塑造. 管理世界, 000(001),156-157.
3.範鈞, &楊麗釵. (2009).服務消費情境中的顧客心理契約形成機制研究.江蘇商論(2), 32-34.
4.範榮壽. (2012). 網路消費情境下的顧客價值及其與顧客滿意度,顧客忠誠度的關係. (Doctoral dissertation, 杭州師範大學).
5.袁樂平. (2002).體驗行銷:以顧客體驗為價值訴求.經貿導刊.
6.張躍先, 馬欽海, & 楊勇. (2017). 基於服務消費情境的消費者幸福感構念開發和驅動因素研究.管理學報, 14(004), 568-579.
7.郭國慶. (2008). 體驗行銷新論. 中國工商出版社.
8.陳梅梅,劉敏,謝松年, & 周力. (2018). 情緒啟動效應下商品描述對b2c用戶滿意度的影響研究. 商業經濟, 000(001), 59-62.
9.Assael, H. (1995). Consumer Behavior and Marketing Action.NY:PWS- KENT.
10.Belk, R. W. (1974). An Exploratory Assessment of Situational Effects in Buye Behavior. Journal of Marketing Research, Vol.6, pp.156-163.
11.Belk, Russell W. (1975), Situational Variables and Consumer Behavior , Journal of Consumer Research, 2(December). pp.157-164.
12.Cardozo, R. N. (1965), An experimental study of customer effort, expectation and satisfaction, Journal of Marketing Research, Vol.2, No.3, pp.244-249.
13.Churchill, G. A. Jr., & Surprenant, C. (1982), An investigation into the determinants of customer satisfaction, Journal of Marketing Research, Vol.19, No.4, pp.491-504.
14.Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction, Advances in Consumer Research, Vol.11, No.1, pp.496- 499.
15.Engel, David, T. Kollat & Roger, D. Blackwell. (1968)Consumer Behavior, New York, Holt, Rinehart & Winston
16.Engel, J., Blackewll, R. & Miniard, P. (1995). Consumer Behavior, 8th ed. Orlando:The Dryden Press.
17.Kotler（2003）.Marketing Management:Planning,Implementation, and ontrol,10th ed., NJ: Prentice Hall,pp.79-93.
18.Kotler, P.(2003), Marketing Management (11th ed.), New Jersey: Prentice Hall.
19.Lavidge, R. J. & Steiner G. A. (1961), A model for Predictive Measurements of Advertising Effectiveness, Journal of Marketing, Vol. 25, No.4, pp.59-62.
20.Lutz & Kakkar (1975). The Psychological Situation as a Determinant of Consumer Behavior. Advance in Consumer Research, Vol.2, pp.441.
21.Miller, J. A. (1977), Studying satisfaction, modifying models, eliciting expectations, posing problems,and making meaningful measurement,Marketing Science Institute, Vol.77, No.103, pp.72-91.
22.Mitchell, D. J., Kahn, B. E. & Knasko, S. C. (1995), There is Something in the Air: Effects of Congruent and Incongruent Ambient Odor on Consumer Decision Making, Journal of Consumer Research, Vol.22, No.3, pp. 229-238.
23.Oliver, R. L. (1981), Measurement and evaluation of satisfaction processes in retailing setting, Journal of Retailing, Vol.57, No.3, pp.25-48.
24.Oliver, R. L. (1997), Satisfaction: A Behavioral Perspective on the Consumer (2nd ), New York: Routledge.
25.Pangan. R. S. (1984).Determinants of Customer Satisfaction with Apparel Factory Outlet Store, Virginia Polytechnic Institure and Sate University.
26.Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985), A conceptual model of service quality and its implications for future research, Journal of Marketing, Vol.49, No.4, pp.41-50.
27.Schmitt, B.H.(1999),Experiential Marketing, Journal of Marketing Management,Vol.15, pp.53-67.
28.Uncles, M. D., Dowling, G. R. & Hammond, K. (2003), Customer loyalty and customer loyalty programs, Journal of Consumer Marketing, Vol.20, No.4, pp.294-316.
29.Assael, H. (1995). Consumer Behavior and Marketing Action.NY: PWS- KENT.
30.Belk, R. W. (1974). An Exploratory Assessment of Situational Effects in Buye Behavior. Journal of Marketing Research, Vol.6, pp.156-163.
31.Belk, Russell W. (1975), Situational Variables and Consumer Behavior , Journal of Consumer Research, 2(December). pp.157-164.
32.Cardozo, R. N. (1965), An experimental study of customer effort, expectation and satisfaction, Journal of Marketing Research, Vol.2, No.3, pp.244-249.
33.Churchill, G. A. Jr., & Surprenant, C. (1982), An investigation into the determinants of customer satisfaction, Journal of Marketing Research, Vol.19, No.4, pp.491-504.
34.Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction, Advances in Consumer Research, Vol.11, No.1, pp.496- 499.
35.Engel, David, T. Kollat & Roger, D. Blackwell. (1968) Consumer Behavior, New York, Holt, Rinehart & Winston
36.Engel, J., Blackewll,R.&Miniard,P. (1995).Consumer Behavior, 8th ed. Orlando:The Dryden Press.
37.Kotler（2003）Marketing Management:Planning,Implementation, and ontrol,. 10th ed., NJ: Prentice Hall,pp.79-93.
38.Kotler, P.(2003), Marketing Management (11th ed.), New Jersey: Prentice Hall.
39.Lavidge, R. J. & Steiner G. A. (1961), A model for PredictiveMeasurements of Advertising Effectiveness, Journal of Marketing, Vol. 25, No.4, pp.59-62.
40.Lutz & Kakkar (1975). The Psychological Situation as a Determinant of Consumer Behavior. Advance in Consumer Research, Vol.2, pp.441.
41.Miller, J. A. (1977), Studying satisfaction, modifying models, eliciting expectations, posing problems, and making meaningful measurement, Marketing Science Institute, Vol.77, No.103, pp.72-91.
42.Mitchell, D. J., Kahn, B. E. & Knasko, S. C. (1995), There is Something in the Air: Effects of Congruent and Incongruent Ambient Odor on Consumer Decision Making, Journal of Consumer Research, Vol.22, No.3, pp. 229-238..
43.Oliver, R. L. (1981), Measurement and evaluation of satisfaction processes in retailing setting, Journal of Retailing, Vol.57, No.3, pp.25-48.
44.Oliver, R. L. (1997), Satisfaction: A Behavioral Perspective on the Consumer (2nd ), New York: Routledge.
45.Pangan. R. S. (1984).Determinants of Customer Satisfaction with Apparel Factory Outlet Store, Virginia Polytechnic
Institure and Sate University.
46.Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985), A conceptual model of service quality and its implications for future research, Journal of Marketing, Vol.49, No.4, pp.41-50.
47.Schmitt, B. H.(1999), Experiential Marketing., Journal of Marketing Management,Vol.15, pp.53-67.
48.Uncles, M. D., Dowling, G. R. & Hammond, K. (2003), Customer loyalty and customer loyalty programs, Journal of Consumer Marketing, Vol.20, No.4, pp.294-316.
2.李修林.(2005).體驗行銷與品牌塑造. 管理世界, 000(001),156-157.
3.範鈞, &楊麗釵. (2009).服務消費情境中的顧客心理契約形成機制研究.江蘇商論(2), 32-34.
4.範榮壽. (2012). 網路消費情境下的顧客價值及其與顧客滿意度,顧客忠誠度的關係. (Doctoral dissertation, 杭州師範大學).
5.袁樂平. (2002).體驗行銷:以顧客體驗為價值訴求.經貿導刊.
6.張躍先, 馬欽海, & 楊勇. (2017). 基於服務消費情境的消費者幸福感構念開發和驅動因素研究.管理學報, 14(004), 568-579.
7.郭國慶. (2008). 體驗行銷新論. 中國工商出版社.
8.陳梅梅,劉敏,謝松年, & 周力. (2018). 情緒啟動效應下商品描述對b2c用戶滿意度的影響研究. 商業經濟, 000(001), 59-62.
9.Assael, H. (1995). Consumer Behavior and Marketing Action.NY:PWS- KENT.
10.Belk, R. W. (1974). An Exploratory Assessment of Situational Effects in Buye Behavior. Journal of Marketing Research, Vol.6, pp.156-163.
11.Belk, Russell W. (1975), Situational Variables and Consumer Behavior , Journal of Consumer Research, 2(December). pp.157-164.
12.Cardozo, R. N. (1965), An experimental study of customer effort, expectation and satisfaction, Journal of Marketing Research, Vol.2, No.3, pp.244-249.
13.Churchill, G. A. Jr., & Surprenant, C. (1982), An investigation into the determinants of customer satisfaction, Journal of Marketing Research, Vol.19, No.4, pp.491-504.
14.Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction, Advances in Consumer Research, Vol.11, No.1, pp.496- 499.
15.Engel, David, T. Kollat & Roger, D. Blackwell. (1968)Consumer Behavior, New York, Holt, Rinehart & Winston
16.Engel, J., Blackewll, R. & Miniard, P. (1995). Consumer Behavior, 8th ed. Orlando:The Dryden Press.
17.Kotler（2003）.Marketing Management:Planning,Implementation, and ontrol,10th ed., NJ: Prentice Hall,pp.79-93.
18.Kotler, P.(2003), Marketing Management (11th ed.), New Jersey: Prentice Hall.
19.Lavidge, R. J. & Steiner G. A. (1961), A model for Predictive Measurements of Advertising Effectiveness, Journal of Marketing, Vol. 25, No.4, pp.59-62.
20.Lutz & Kakkar (1975). The Psychological Situation as a Determinant of Consumer Behavior. Advance in Consumer Research, Vol.2, pp.441.
21.Miller, J. A. (1977), Studying satisfaction, modifying models, eliciting expectations, posing problems,and making meaningful measurement,Marketing Science Institute, Vol.77, No.103, pp.72-91.
22.Mitchell, D. J., Kahn, B. E. & Knasko, S. C. (1995), There is Something in the Air: Effects of Congruent and Incongruent Ambient Odor on Consumer Decision Making, Journal of Consumer Research, Vol.22, No.3, pp. 229-238.
23.Oliver, R. L. (1981), Measurement and evaluation of satisfaction processes in retailing setting, Journal of Retailing, Vol.57, No.3, pp.25-48.
24.Oliver, R. L. (1997), Satisfaction: A Behavioral Perspective on the Consumer (2nd ), New York: Routledge.
25.Pangan. R. S. (1984).Determinants of Customer Satisfaction with Apparel Factory Outlet Store, Virginia Polytechnic Institure and Sate University.
26.Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985), A conceptual model of service quality and its implications for future research, Journal of Marketing, Vol.49, No.4, pp.41-50.
27.Schmitt, B.H.(1999),Experiential Marketing, Journal of Marketing Management,Vol.15, pp.53-67.
28.Uncles, M. D., Dowling, G. R. & Hammond, K. (2003), Customer loyalty and customer loyalty programs, Journal of Consumer Marketing, Vol.20, No.4, pp.294-316.
29.Assael, H. (1995). Consumer Behavior and Marketing Action.NY: PWS- KENT.
30.Belk, R. W. (1974). An Exploratory Assessment of Situational Effects in Buye Behavior. Journal of Marketing Research, Vol.6, pp.156-163.
31.Belk, Russell W. (1975), Situational Variables and Consumer Behavior , Journal of Consumer Research, 2(December). pp.157-164.
32.Cardozo, R. N. (1965), An experimental study of customer effort, expectation and satisfaction, Journal of Marketing Research, Vol.2, No.3, pp.244-249.
33.Churchill, G. A. Jr., & Surprenant, C. (1982), An investigation into the determinants of customer satisfaction, Journal of Marketing Research, Vol.19, No.4, pp.491-504.
34.Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction, Advances in Consumer Research, Vol.11, No.1, pp.496- 499.
35.Engel, David, T. Kollat & Roger, D. Blackwell. (1968) Consumer Behavior, New York, Holt, Rinehart & Winston
36.Engel, J., Blackewll,R.&Miniard,P. (1995).Consumer Behavior, 8th ed. Orlando:The Dryden Press.
37.Kotler（2003）Marketing Management:Planning,Implementation, and ontrol,. 10th ed., NJ: Prentice Hall,pp.79-93.
38.Kotler, P.(2003), Marketing Management (11th ed.), New Jersey: Prentice Hall.
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