體驗行銷對顧客關係強度之直接與間接影響

The Direct and Indirect Relationships between Experiential Marketing and Customer Relationship Strength

10.6226/NTURM2010.20.2.49

周建亨(Chien-Heng Chou)；楊台寧(Tai-Ning Yang)；陳津美(Chin-Mei Chen)

體驗行銷 ； 顧客關係強度 ； 中介變數 ； experiential marketing ； customer relationship strength ； mediators

臺大管理論叢

20卷2期（2010 / 06 / 01）

49 - 72

繁體中文

顧客與企業之關係強度是顧客長期關係管理的關鍵課題之一，而體驗行銷則是企業為因應消費意識改變、普遍採用期以提高顧客認知價值，從而提高顧客滿意度以及忠誠度的行銷策略新思維。本研究以台北市餐飲店之消費者為對象，研究之結果發現顧客體驗行銷認知和關係強度具有顯著的直接與間接正向關係。間接效果分析顯示，顧客滿意、顧客承諾、及關係連結是顧客體驗行銷認知和關係、強度之中介變數。然而，顧客體驗行銷認知和關係、強度之直接效果遠高於間接效果，顯示顧客體驗行銷認知和關係強度之間存在其他更具解釋力之中介變數，值得做更進一步之探討與分析。

Customer relationship strength (CRS) is one of the key success factors of customer relationship management. Experiential marketing is one of latest marketing thoughts that are held by many firms in order to react to the changes in customer behavior. It aims to increase customer satisfaction and customer loyalty through increasing customer perceived value. The results of the present study show that, using the customers of food and drinks shops in Taipei as the sources of data collection, customer perception of experiential marketing is positively correlated with CRS, both directly and indirectly. The indirect effects imply that customer satisfaction, customer commitment and relationship bonds serve as intervening variables between customer perception of experiential marketing and CRS. However, the direct effect of customer perception of experiential marketing on CRS is higher than total indirect effect. This indicates that there are other mediators that can better explain the relationship between customer perception of experiential marketing and CRS.