產品創新、體驗行銷、知覺品質對顧客滿意度之影響－以觀光工廠為例

A Study on Exploring the Influence of the Product Innovation, Experiential Marketing and Perceived Quality on Customer Satisfaction: A Case Study of Tourism Factory

10.6735/JAFD.201709_10(2).0001

鄭青展(Ching-Chan Cheng)；施光恆(Kuang-Heng Shih)；張雅媛(Ya-Yuan Chang)；陳鉦達(Cheng-Ta Chen)；林冠潔(Kuan-Chieh Lin)

觀光業 ； 服務補救 ； 關係品質 ； 顧客滿意度 ； 顧客忠誠度 ； Tourism Industry ； Service Recovery ； Relationship Quality ； Customer Satisfaction ； Customer Loyalty

會計與財金研究

10卷2期（2017 / 09 / 01）

1 - 25

繁體中文

觀光業在台灣的營業規模與競爭性有逐年成長的趨勢。因此，觀光業者必須提出因應策略來面對未來的競爭激烈的環境。而服務失誤與顧客抱怨一直是服務業注重的議題。因此，本研究主要的目的在於探討服務補救、關係品質、顧客滿意度以及顧客忠誠度的關聯性。本研究以台北市10家觀光工廠之顧客為研究對象，並採用結構方程模式來驗證研究模式中各路徑的關係。根據研究結果發現，知覺品質與顧客滿意度對觀光工廠顧客忠誠度具有顯著的正向關係。此外，產品創新、體驗行銷以及知覺品質對顧客滿意度具有顯著的正向關係。體驗行銷對觀光工廠顧客之知覺品質具有顯著的正向關係。最後，本研究期望研究結果可作為國內餐飲業在競爭激烈的環境之下，擬定經營策略之參考。

Tourism industry in Taiwan, business scale and competition was growing year by year. Therefore, the tourism industry must propose coping strategies to face the highly competitive environment in the future. The issues on the service failure and customer complaints should be taken seriously in the tourism industry. This study aims to explore relationship between service recovery, relationship quality, customer satisfaction, and customer loyalty. This study selected the customers of 10 tourist factories in Taipei as the research object, and using structural equation modeling to verify the relationship of each path in research model. The results found that perceived quality and customer satisfaction in Tourism industry has significant positive relationship on customer loyalty. In addition, product innovation, marketing experience and perceived quality has significant positive relationship on customer satisfaction. Experiential marketing has significant positive relationship on customer's perception quality. Finally, this study will expect that the study results can be used to develop the business strategy of the reference under the competitive environment.

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. 陳以明、向佳君、楊皓博(2010)。結合DANP之MCDM模型探討新產品開發過程品質關聯性之研究。運籌與管理學刊，9(1)，39-54。
   連結：
3. 黃慶源、邱志仁、陳秀鳳(2004)。博物館之體驗行銷策略。科技博物，8(2)，47-66。
   連結：
4. 葉允棋、陳美燕(2006)。體驗行銷、體驗價值、顧客滿意與行為意圖關係之研究：以自行車休閒運動為例。臺灣體育運動管理學報，5(1)，331-364。
   連結：
5. 蔡雨勲、李明聰、劉修祥(2010)。服務品質、價值、滿意度及行為意圖關係之研究─以打狗英國領事官邸餐廳為例。休閒暨觀光產業研究，5(1)，54-69。
   連結：
6. The Hindu group of publications (2003). Eyperiential marketing key to brand relevance for customer. Business Line. Retrieved January 4, 2014. From http://thehindubusinessline.com/2003/07/23/stories/2003072300680600.htm
7. 經濟部工業局(2014)，引用日期：2015年1月4日，取自http://taiwanplace21.|org/factory/index.htm
8. Aaker, D. A.(1995).Building strong brands.Brandweek,36(1),28-32.
9. Abbott, L.(1955).Quality and Competiton.NY:Columbia University Press.
10. Afuah, A.(1998).Innvoation Management: Strategies, Implementation and Profits.NY:Oxford University Press.
11. Babin, B. J.,Darden, W. R.,Griffin, M.(1994).Work and fun: Measuring hedonic and utilitarian shopping value.Journal of Consumer Research,20(4),644-656.
12. Boulding, W.,Kalra, A.,Staelin, R.,Zeitharnl, V. A.(1993).A dynamic process model of service quality: From expectations to behavioral intentions.Journal of Marketing Research,30(1),7-27.
13. Brend, H. S.、王育英譯、梁曉鷹譯(2000)。體驗行銷。台北:經典傳訊。
14. 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.
15. Churchill, G. A., Jr.,Surprenant, C.(1982).An investigation into the determinants of customer satisfaction.Journal of marketing research,19(4),491-504.
16. Corfman, K. P.(Ed.),Lynch, L. G.(Ed.)(1996).Advances in consumer research.Provo. UT:Association for Consumer Research.
17. Cronin, J. J., Jr.,Taylor, S. A.(1992).Measuring service quality: A reexamination and extension.Journal of Marketing,56(3),55-68.
18. Cronin, J. J.,Brady, M. K.,Hult, G. T. M.(2000).Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments.Journal of Retailing,76(2),193-218.
19. Drejer, I.(2004).Identifying innovation in surveys of services: A Schumpeterian perspective.Research Policy,33(3),551-562.
20. Drucker, P. F.(1985).Competitive Advantage: Creating and Sustaining Superior Performance.NY:Fress Press.
21. Fornell, C.,Johnson, M. D.,Anderson, E. W.,Cha, J.,Bryant, B. E.(1996).The American customer satisfaction index: Nature, purpose, and findings.Journal of Marketing,60(2),7-18.
22. Gautier, A.(2003).Think again why experiential marketing is the next big thing.Marketing Magazine
23. Gronholdt, L.,Martensen, A.,Kristensen, K.(2000).The relationship between customer satisfaction and loyalty: Cross-industry differences.Total Quality Management,11(1),509-516.
24. Grover, V.,Goslar, M. D.(1993).The initation, adoption, and implementation of telecommunications technologies in U.S. organization.Journal of Management Information Systems,10(1),141-163.
25. Holbrook, M. B.(2000).The millennial consumer in the texts of our times: Experience and entertainment.Journal of Macromarketing,20(2),178-193.
26. Jones, T. O.,Sasser, W. E., Jr.(1995).Why satisfied customer defect.Harvard Business Review,73(3),88-99.
27. Kelly, J. R.(1987).Freedom to be. A new socilolgy of leisure.
28. Kotler, P.(1991).Marketing Management: Analysis, Planning, Implementation and Control.Englewood Cliffs. NJ:Prentice-Hall.
29. Kotler, P.,Haider, D. H.,Rein, I.(2003).Marketing Places: Attracting Investment, Industry, and Tourism to Cities, States, and Nations.
30. Lee, J.,Lee, J.,Lawrence, F.(2001).The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France.Journal of Services Marketing,15(1),35-48.
31. Lovelock, C. H.,Wright, L.(2001).Principales of Service Marketing and Management.NJ:Prentice-Hall.
32. Ottenbacher, M.,Gnoth, J.(2005).How to develop successful hospitality innovation.Cornell Hotel and Restaurant Administration Quarterly,46(2),205-222.
33. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1988).Servqual: A multiple-item scale for measuring consumer perceptions of service quality.Journal of Retailing,64(1),12-40.
34. Pine, B. J., II.、Gilmore, J. H.、業良譯、魯煒譯(2008)。體驗經濟時代。台北市:經濟新潮社。
35. Pine, B. J.,Gilmore, J. H.(1999).The Experience Economy: Work is Theatre and Every Business a State.Massachusetts:Harvard Business School Press.
36. Pine, J.,Gilmore, J. H.(1998).Welcome to the experience economy.Harvard Business Review,76,97-105.
37. Reichheld, F. F.,Sasser, W. E., Jr(1990).Zero defections: Quality comes to services.Harvard Business Review,68(5),105-111.
38. Rogers, E. M.(1995).Diffusion of Innovation.NY:Free Press.
39. Rokeach, M.(1973).The Nature of Human Values.NY:Free Press.
40. Schiffman, L. G.,Kanuk, L. L.(2000).Consumer Behavior.NJ:Prentice-Hall.
41. Schmitt, B. H.(1999).Experiential Marketing: How to Get Customers to Sense, Fell, Think, Act, Relate to Your Company and Brands.NY:Free Press.
42. Stevenson, W. J.(2002).Operations management.NY:McGraw-Hill Companies.
43. Widdis, P.(2001).Bringing brands to life: Experiential marketing works by touching consumers, hearts.Marketing Magazine,106(2),18.
44. Woodside, A. G.,Frey, L. L.,Daly, R. T.(1989).Linking service quality, customer satisfaction, and behavioral intentions.Journal of Health Care Marketing,9(4),5-17.
45. Zeithaml, V. A.,Bitner, M. J.(2000).Services Marketing: Integrating Customerfocus Across the Firm.London:McGraw-Hill.
46. 王玉婷、李佳倩、陳昕筠(2006)。碩士論文(碩士論文)。國立屏東商業技術學院休閒事業經營系。
47. 周佳穎(2013)。碩士論文(碩士論文)。中國文化大學商學院國際企業管理系。
48. 洪穎思(2004)。碩士論文(碩士論文)。淡江大學管理科學研究所。
49. 夏業良、魯煒、Pine, B. J.、Gilmore, H. J.(2003)。體驗經濟時代。台北:經濟新潮社。
50. 袁薏樺(2003)。碩士論文(碩士論文)。國立台北科技大學商業自動化與管理研究所。
51. 高明儀(2004)。碩士論文(碩士論文)。中國文化大學國際企業管理研究所。
52. 張寶誠(2004)。體驗經濟，塑造對顧客的終身影響力。能力雜誌，580，10-12。
53. 莊立民、段起祥(2006)。臺灣服務業組織創新量表發展之研究。ITIS產業論壇，8(2)，65-83。
54. 許士軍(1983)。現代行銷管理。台北:台北商務印書館。
55. 陳紋禎(2012)。碩士論文(碩士論文)。南台科技大學企業管理研究所。
56. 越翔雲(2010)。你工作、我觀光─觀光工廠看見希望。看雜誌，70(1)，1-17。
57. 劉維公(2005)。體驗的風格化。數位時代雙周，99(3)，83-91。
58. 蔡長清、曾鈞麟(2011)。台灣都會美食餐廳顧客之體驗價值與品牌績效之相關研究。商業現代化學刊，6(2)，43-58。
59. 蔡家嫻(2012)。碩士論文(碩士論文)。國立彰化師範大學。
60. 衛南陽(2005)。哇！玩行銷：你一定要知道的12種行銷秘訣。台北:沃爾文化。

1. (2022)。天然氣導管工程公司關係品質、忠誠度受前置因素影響之研究。朝陽商管評論，18(2)，19-44。