顧客關係聯結與創新行銷策略對主題遊樂園消費者行為之影響

The Influence of Customer Bonding and Innovative Marketing Strategies on the Behaviors of Theme Park Consumers

10.6270/JIBM.2013.4(2)45

吳淑鶯(Shwu-Ing Wu)；林庭如(Ting-Ru Lin)

顧客關係聯結 ； 創新行銷 ； 主題遊樂園 ； customer bonding ； innovation marketing ； theme park

創新與經營管理學刊

4卷2期（2013 / 12 / 01）

45 - 67

繁體中文

隨著時代的進步，人們開始重視生活品質的提升及休閒娛樂活動的參與。民眾休閒時間增加，外出旅行的時間也隨之增加，旅遊業逐漸盛行，相對的，顧客意識也跟著高漲。因此各種遊樂產業開始進入激烈的競爭狀態，若想要在市場保有一席之地，建立持久的競爭優勢，除了不斷創新之外，與舊有顧客維持長期的關係也成為企業應著重的要項；因此，如何創新並且和顧客間維持良好的互動關係使顧客願意登門造訪就顯得格外重要。故本研究以主題遊樂園為標的探討顧客關係聯結、創新行銷與顧客知覺價值、滿意度、信任及顧客忠誠度的關係，並建立關係模式，希望能作為業界推行顧客關係行銷與創新行銷方案時的參考依據，並期許對學術上的相關研究能有所貢獻。針對消費者調查後，共回收732份有效問卷，結果發現：（1）顧客關係聯結對顧客知覺價值、滿意度皆有顯著正向影響。（2）創新行銷對顧客知覺價值有顯著正向影響。（3）顧客知覺價值對滿意度有顯著正向影響。（4）創新行銷對滿意度無顯著影響。（5）滿意度對信任有顯著正向影響。（6）創新行銷對信任無顯著影響。（7）顧客關係聯結對信任無顯著影響。（8）信任對忠誠度有顯著正向影響。此資訊可供主題遊樂園業者進行顧客關係聯結與創新行銷等之決策參考。

People in modern days have a higher demand for quality of life, and tend to participate in recreational activities. Tourism has become a popular recreational activity, which leads to enhanced consumer consciousness, and intensive competition between operators in the amusement and leisure industries. Securing a space in the market, building an long-standing competitive advantage, and maintaining a long-term relationship with existing customers are the keys to sustainable operation, besides continuous innovation. Hence, continuing innovation, maintaining an interactive customer relation, and strengthening customer loyalty are important tasks. This study chose theme parks as the target to develop a relationship model, based on the correlation between customer bonding, innovative marketing, customer perceived value, customer satisfaction, customer trust, and consumer loyalty. A questionnaire survey was conducted, and 732 valid samples were retrieved. The results are follows: 1) customer bonding has a positive influence on customer perceived value and customer satisfaction; 2) innovative marketing has a significant positive influence on customer perceived value; 3) customer perceived value has a positive influence on customer satisfaction; 4) innovative marketing has no significant influence on customer satisfaction; 5) customer satisfaction has a significant influence on customer trust; 6) innovative marketing has no significant influence on customer trust; 7) customer bonding ha s no significant influence on customer trust; 8) customer trust has a significant influence on customer loyalty. The findings can serve as a reference for theme park operators in decision-making pertaining to customer bonding and innovative marketing, as well as contribute to relevant research.