國內宅配業體驗行銷、體驗價值、顧客滿意度與顧客忠誠度關係之研究

Abstract

近年來，宅配業在台灣日漸普遍，且顧客不再只單單注重購買之產品或服務 本身的功能、特性或效益等等，而漸漸重視在消費過程中所帶來的體驗是愉快且 滿意的。因此本研究利用體驗行銷與體驗價值的概念，結合顧客滿意度與顧客忠 誠度，探討體驗行銷、體驗價值、顧客滿意度與顧客忠誠度各構面之間的關係， 並以國內宅配業為例，利用問卷各問項得分平均數來比較中華郵政、黑貓宅急便、 台灣宅配通、新竹貨運或大榮貨運五家宅配公司之滿意度。首先透過文獻回顧以 及對各研究構面之定義，設計宅配服務品質調查問卷，研究對象為使用過中華郵 政、黑貓宅急便、台灣宅配通、新竹貨運或大榮貨運任一家之寄送服務的顧客， 經由兩次的初測，設計出最好的問卷內容，並正式方放問卷。問卷發放方式有實 地發放和網路發放，共發出335 份問卷，有效問卷為293 份，各家宅配公司樣本 數皆超過30 份，達到大樣本標準。接著開始對問卷資料作分析，本研究使用 SPSS17.0 與AMOS15.0 兩種套裝軟體分析，透過描述性敘述統計了解顧客的各個 人口統計變數所佔的百分比並了解其分布情形，利用獨立樣本t 檢定及單因子變 異數分析來探討不同人口變數之下，與體驗行銷、體驗價值，顧客滿意度與顧客 忠誠度之間是否有顯著的差異，再藉由結構方程模型探討體驗行銷、體驗價值、 顧客滿意度與顧客忠誠度各構面之間的關係與驗證本研究假設，最後，利用問卷 各問項得分之平均數，對五家宅配公司作滿意度的比較。研究結果則發現體驗行 銷、體驗價值、顧客滿意度與顧客忠誠度各構面之間皆呈正向關係，表示本研究 假設皆成立，並根據研究結果對五家宅配公司以及體驗行銷、體驗價值、顧客滿 意度與顧客忠誠度之間分別作出結論，最後，依據研究結果對五家宅配公司分別 提出改善方法。

In recent years, the delivery are becoming increasingly in Taiwan, customers not only focus to purchases’ functions, features or benefits, but also to respect in the consumer experience that feel pleasure and satisfaction. Therefore, this research uses to the value of experiential marketing and experiential experience, and combines with customer satisfaction and customer loyalty, and evaluates the relationship among marketing experiential, experience value, customer satisfaction and customer loyalty between the various dimensions at delivery. This research uses the questionnaire items’ average scores to compare the Satisfaction with Chunghwa Post, president transnet, Taiwan Pelican Express, HCT Transportation and T-Join Transportation. First, through literature review and study of various dimensions of the definition, this research designs the quality of service delivery surveys, the study used for the Chunghwa Post, president transnet, Taiwan Pelican Express, HCT Transportation or T-Join Transportation any one of the delivery service customers, by two of the initial test, the best questionnaire is designed, and than put the questionnaire. Releasing methods are on the spot provide and Network provide, issued a total of 335 questionnaires, 293 valid questionnaires, each delivery companies are over 30. Then began an analysis of questionnaire data, this research uses two kinds of packages SPSS17.0 and AMOS15.0, through descriptive statistics to understand the customer's description of the various demographic variables and understand their percentage distribution,and through independent sample t test and ANOVA analysis to evaluate the significant difference between marketing experiential, experience value, customer satisfaction and customer loyalty under different demographic variables, then through structural equation modeling to evaluate marketing experiential, experience value, customer satisfaction and customer loyalty between the various dimensions of research and verification of this hypothesis. Finally, the research uses the questionnaire items’ average scores to compare the Satisfaction with five delivery. The results are found to marketing experiential, experience value, customer satisfaction and customer loyalty between the various dimensions were highly positive relationship, indicating that the hypothesis are true, and according to the findings of the five delivery, marketing experiential, experience value, customer satisfaction and customer loyalty were concluded, finally, based on the findings of the five companies were made to improving method.