體驗行銷、體驗價值、服務品質、顧客滿意度與忠誠度關係之研究—以觀光工廠為例

余雅玲

doi:10.6840/cycu201600241

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体验行销、体验价值、服务品质、顾客满意度与忠诚度关系之研究—以观光工厂为例

A Study of the Relationships among Experiential Marketing, Service Quality, Experiential Value, Customer Satisfaction and Customer Loyalty - An Example of Tourism Factories

余雅玲 , 硕士　　导师：廖本哲　　

繁体中文 DOI： 10.6840/cycu201600241

观光工厂；体验行销；服务品质；体验价值；顾客满意度；忠诚度； Tourism Factories ； Experiential Marketing ； Service Quality ； Experiential Value ； Customer Satisfaction ； Customer Loyalty

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摘要 │ 参考文献 (89) │ 国际计量

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Traditional industry is on the decline today in Taiwan and thanks to Industrial Development Bureau, it decided to implement the plan of “Manufactory Industry Transforming into Tourism Factory” in 2003. It will not only help local development, increasing tourism receipts but also strengthening local cultural, preserving Culture, making the trend of tourism factory visiting which is able to spreading knowledge.The purpose of this research was to investigate the effect of experiences that customer gained from the learning and having fun during the activities and service provided by tourism factory. This research was based on questionnaire from visitors who visited tourism factory in Taoyuan and have been engaged on an emotional, physical, intellectual, or even spiritual level. And using SPSS analytics software to analyze the correlation among Experiential Marketing, Service Quality, Experience Value, Customer Satisfaction and Customer Loyalty.

The results showed that there is a positive and significant impact on Experiential Marketing and Experiential Value. Customers will feel the unique joyful experience and increase their Experiential Value when Tourism Factory created the special Consumer Experience for them. Service Quality has positive effect on Customer Satisfaction due to flexible service provided by Tourism Factory to each different type of customer. When there is suitable service-adjustment, Customer Satisfaction level will increase as well. Experiential Value and Customer Satisfaction are significant effect. When customer got the service more than their expectation during learning and gain different value & experience, Customer Satisfaction will increase. Customer Satisfaction has positive effect on and Customer Loyalty. More diversification products and service, more customer demand and expectation could be fulfilled, and it increases the Customer Loyalty.

With the research hypothesis of this study, the results indicated that interaction between enterprise and consumer is positively significant influence to the good experience. Therefore, with experiential marketing activity and special experiential value creation, it helps enterprise not only enhance its Customer Satisfaction / Customer Loyalty but also increase company’s revenue, to make the win-win situation.  Experiences have always been at the heart of the tourism factory business.

参考文献 ( 89 ) 〈TOP〉

7.池文海、陈瑞龙、潘美雪(民98)，品牌权益、服务品质、知觉价值、顾客满意与顾客忠诚之探讨-以台湾中油加油站为例，品质学报，第十六卷第四期，291-309页。
连结：
12.王世泽 (2003)。《体验行销：模型发展与实务验证》。国立中央大学企业管理研究所硕士论文。
连结：
1.Anderson, E. W., and Fornell, C., and Lehmann, D. R., (1994). “Customer satisfaction, market share, and profitability:findings from Sweden, “Journal of Marketing, 58(3), 53-66.
连结：
3.Backman S.J & Crompton J.L. (1991). The Usefulness of Selected Variables for Predicting Activity Loyalty. Leisure Sciences, 13(2), 205-220.
连结：
4.Babin, Barry J., William R. Darden, and Mitch Griffin (1994). Work and/or Fun:Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(March), 644-656.
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使用DOI作为永久连结

引用含有DOI的文献

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。 如想对DOI的使用与概念有进一步了解，请参考 （ ） 。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。