體驗行銷、顧客滿意度與顧客忠誠度關係之研究－以臺中市鄉村游泳池為例

A Study of the Relationship among Experiential Marketing, Customer Satisfaction and Customer Loyalty-A Case Study of the Countryside Swimming Pool in Taichung

10.6285/MIC.202103_10(1).0014

林煒力(Wei-Li Lin)；李城忠(Cheng-Jong Lee)；陳美珍(Mei-Jhen Chen)；蔡明翰(Ming-Han Tsai)

體驗行銷 ； 顧客滿意度 ； 顧客忠誠度 ； experiential marketing ； customer satisfaction ； customer loyalty

管理資訊計算

10卷1期（2021 / 03 / 01）

148 - 160

繁體中文

本研究旨在探討體驗行銷、顧客滿意度與顧客忠誠度之關係。以臺中市鄉村游泳池年滿12歲以上的泳客為研究對象，採立意方式選取樣本，共取得有效問卷353份。以SPSS及AMOS統計軟體評估信度、效度，再以結構方程模式進行結構模式分析。實證結果顯示：（一）情感體驗、行動體驗、關聯體驗會正向影響顧客滿意度（二）顧客滿意度會正向影響顧客忠誠度。（三）體驗行銷會正向影響顧客忠誠度。本研究並以模式推估結論：建議管理者應瞭解體驗行銷的內涵，提出體驗行銷之策略，並具體提供更好的運動體驗環境，從消費者的角度去思考，使其對游泳池整體體驗感受和期待相符合，增加對游泳池的信賴及認同感，才能造就更多忠誠之消費者，以此研究結果供各游泳池業者日後提供服務之參考。

The study is to explore the relationship among experiential marketing ,customer satisfaction and customer loyalty. The study type is based on purposive selective sample, aiming at swimmers of age twelve and above in Taichung Countryside Swimming Pool. There are a total of 353 effective questionnaires collected ,which are then assessed of their validity and reliability by using SPSS and AMOS statistical software ,and followed by a structural equation model to proceed further analysis.The results of the study indicated: (1)emotional experience, mobile experience and related experience have positive influence on customer satisfaction.(2)customer satisfaction has a positive influence on customer loyalty.(3)experiential marketing also has a positive influence on customer loyalty. By using the relationship quality model to examinethe study, the management decision-makers are recommended to be in deep understanding of experiential marketing,thus to offer a related strategy accompanied by a better sport environment which is based on consumer's point of view ,in order to meet customer's expectations. This study result, which stresses that more loyal consumers can be built up by winning their deep trust and consent, is provided to the swimming industry as a reference of their future service.

1. 林陽助,林秀貞,李宜致(2007)。體驗行銷、顧客滿意度與顧客忠誠度關係之研究－以大台北地區連鎖咖啡店為例。顧客滿意學刊，3(2)，57-94。
   連結：
2. 康正男(2010)。消費體驗、參與動機、顧客滿意及顧客忠誠之研究-以臺灣大學溫水游泳池為例。臺灣體育運動管理學報，10(2)，65-85。
   連結：
3. 張火燦,余月美(2008)。服務品質、顧客滿意度與顧客忠誠度關係之研究。明新學報，34(1)，127-140。
   連結：
4. Ali, F.,Kim, W.G.,Li, J.,Jeon, H.M.(2018).Make it delightful: Customers' experience, satisfaction and loyalty in Malaysian theme parks.Journal of destination marketing,8,385-395.
5. Anderson, J. C.,Gerbing, D. W.(1988).Structural equation model-ing in practice: A review and recommended two-step approach.Psychological Bulletin,103(3),411-423.
6. Anderson, R. E.,Srinivasan, S. S.(2003).E-satisfaction and e-loyalty: a contingency framework.Psychology and Marketing,20(2),122-138.
7. Bigne, J. E.,Sanchez, M. I.,Sanchez, J.(2001).Tourism image, evaluation variables and after purchase behavior: inter-relationship.Tourism Management,22(6),607-616.
8. Chaudhuri, A.,Holbrook, M. 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.
9. De Keyser, Arne,Lemon, Katherine N.,Keiningham, Timothy,Klaus, Philipp(2015).A Framework for Understanding and Managing the Customer Experience.Cambridge, MA:Marketing Science Institute.
10. Fornell, C.(1992).A national customer satisfaction barometer: The swedish experience.Journal of Marketing,56(1),6-21.
11. Fornell, C.,Larker, D. F.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Reseaarch,18(1),39-50.
12. Gronholdt, L.,Martensen, A.,Kristensen, K.(2000).The relationship between customer satisfaction and loyalty: Cross-industry differences.Total Quality Management,11(4-6),509-514.
13. Guest, L. P.(1995).Brand loyalty － twelve years later.Journal of Applied Psychology,39,405-408.
14. Jones, T. O.,Sasser, W. E.(1995).Why satisfied customers defect.Harvard Business Review
15. Kesari,Atulkar(2016).Shopping Experience of Hypermarket Shoppers on Weekends.Indian Journal of Marketing,11
16. Kim, JW,Lee, F,Suh, YG(2015).Satisfaction and Loyalty From Shopping Mall Experience and Brand Personality.Services Marketing Quarterly,36(15),62-76.
17. Kotler, P.(1991).Market management analysis, planning and control. new jersey：prentice-hall.new jersey:prentice-hall.
18. Kotler, P.(1997).Marketing management: Analysis, planning, implementation and control.upper saddle river, nj:prentice-hall.
19. Lemon, Katherine N.,Verhoef, Peter C.(2016).Understanding customer experience throughout the customer journey.Journal of Marketing,8,69-96.
20. Pérez, A.,Rodríguez del Bosque, I.(2015).Corporate Social Responsibility image in a financial crisis context: The case of the Spanish financial industry.Universia Business Review,33,14-29.
21. Pham, T. H.,Huang, Y.(2015).The Impact Of Experiential Marketing On Customer’s Experiential value and satisfaction: An Empirical Study In Vietnam Hotel Sector.Journal of Business Management & Social Sciences Research,4(1)
22. Ramadhan, A. S,Chastello, I(2015).The Effect of Experiential Marketing Moderated by Customer Loyalty on Customer Satisfaction at Premium Supermarkets in Jakarta.Advanced Science Letters,21(4),885-889.
23. Reicheld, F. F.,Sasser, W. E.(1990).Zero defections：quality comes to services.Harvard Business Review,68,105-110.
24. Reichheld, F. F.(1996).Loyalty effect: The hidden force behind growth, profits and lasting value.combridge, MA:Harvard Business School Press.
25. Schmitt, B. H.(1999).Experiential marketing: How to get customer to sense,feel, think, act, and relate to your company and brands.New York, NY:The Free Press.
26. Smilansk, Shirra(2017).Experiential Marketing: A Practical Guide to Interactive Brand Experiences.
27. Srivastava, M.,Kaul, D.(2016).Exploring the link between customer experience-loyalty consumer spend.Journal of Retailing and Consumer Services,31,277-286.
28. Yang, C. Y.(2009).The International Journal of Organizational Innovation,2(2),1-18.
29. Zeithaml , V. A.,Berry , L. L.,Parasuraman, A.(1996).The behavior consequence of service quality.Journal of Marketing,60(2),31-46.
30. 王雅芳(2010)。南投市，國立暨南國際大學經營管理研究所。
31. 李城忠(2011).應用統計.新北市:新文京開發出版股份有限公司.
32. 涂清木(2003)。台北市，台北市立體育學院運動科學研究所。
33. 陳文銓,張家銘,李一民(2004)。室內溫水游泳池顧客之體驗滿意度量表編製研究。生物與休閒事業研究，3(2)，111-125。
34. 黃聖茹,張智雄(2010)。體驗行銷、體驗價值、顧客滿意度與顧客忠誠度之關聯性研究 － 以 L 品牌服飾為例。服務業管理評論，8
35. 黃耀鋐(2006)。台中市健康體適能俱樂部會員參與動機、顧客滿意度及品牌忠誠度之調查。運動事業管理學術研討會
36. 簫穎謙(2010)。量販店服務品質、顧客價值、顧客滿意度與忠誠度關係之研究。華人經濟研究，8(1)，1-21。
37. 魏文欽,洪富雄(2010)。探討體驗行銷、顧客滿意度、顧客忠誠度之關係-以產品涉入為中介變數與干擾變數。中華理論結構模式 LISREL 學會，3(2)，15-30。

1. 李翰林,李英蘭(2021)。觀光飯店服務品質、顧客滿意度及顧客忠誠度之研究－以花蓮遠雄悅來大飯店為例。計量管理期刊，18(2)，27-47。
2. 邱紹群,江靜華(2022)。氣候變遷淨水器服務人員銷售力之研究。管理資訊計算，11(1)，113-127。
3. 謝立文,彭小惠,孫婉婷(2022)。臺南市永華國民運動中心體驗行銷與顧客滿意度對顧客忠誠度影響之研究。國立臺灣體育運動大學學報，11(1)，47-64。