體驗行銷、體驗價值對顧客滿意度與顧客忠誠度之影響 ─以九份地區茶館為例

Abstract

隨著生活水準的提升，消費者越來越重視業者的體驗服務。本研究旨在探討九份地區茶館所提供之體驗服務對消費者產生之體驗價值，並進一步了解體驗行銷對滿意度及顧客忠誠度之相關性。

首先透過文獻探討方式，分別對九份地區茶館、體驗行銷、體驗價值及顧客滿意度和顧客忠誠度進行說明。本研究採用Schmitt提出的體驗行銷模組，其五個構面包括感官、情感、思考、體驗及關聯體驗，以及Mathwick、Malhotra & Rigdon 三位學者所提出之體驗價值進行問卷測量。

本研究以曾經前往九份地區茶館消費之顧客為主要研究對象，採用網路問卷調查法，共收集388份有效問卷。將回收之有效問卷資料加以整理，利用SPSS軟體對數據進行統計分析，透過敘述性統計分析、信度與效度分析、成對t檢定與單因子變異數分析，以及迴歸分析模式來驗證研究變項的影響關係，最後提出相關管理意涵與後續研究建議。

由研究結果顯示，消費者對九份地區茶館體驗行銷各構面以情感體驗的反應程度最高。根據不同人口統計變數與體驗行銷、體驗價值以及顧客滿意度和忠誠度之差異分析得知，電子資訊業、軍公教以及自由業之消費者對體驗行銷、體驗價值以及顧客滿意度和忠誠度高於其他職業；且教育程度為高中職的顧客相較於大學(專)、碩士(含)以上，有較高的關聯體驗；每月可支配所得在70000元以上的消費者相較其他所得消費者，有較高的行動體驗。研究結果也顯示體驗行銷與體驗價值息息相關，以情感體驗之體驗價值最高；體驗價值與顧客滿意度環環相扣，以美感影響顧客滿意的程度最高，顧客滿意度與顧客忠誠度有高度相關性。

This research use Internet questionnaire survey method to understand customers who had consumed in Jiufen regions teahouse as primary studying group. 388 valid questionnaires were collected. Tidying up all the valid questionnaires, we use SPSS software for statistical analysis. To prove the effect from independent variable to depedent variable, this study use Descriptive Analysis, Reliability Analysis, Validity Analysis, Paired-comparison t Test, One Way ANOVA Analysis, Scheffe' s Test and Regression Analysis to verify it. Then propose management implications and future research recommendations. The study results showed that consumers face the highest degree of response to the feeling experience in experiential marketing that Jiufen regions teahouse provided. According to AVONA analysis between the different demographic variables and experiential marketing, experiential value and customer satisfaction and customer loyalty analysis, it showed that: 1. The electronic information industry, the military and government, and free industry consumer had experiential marketing, experiential value and customer satisfaction and loyalty higher than other occupations. 2. Education for senior high customer compared to the University (College), Master (or upper) have high relate experience. 3. Consumers whose monthly disposable income in more than NT 70,000 have higher act experience compared to other income consumers. The results also show that experiential marketing and experiential value is highly related and emotional experience effect experiential value the most. Experience value and customer satisfaction hang closely together, and the aesthetics affect the highest degree of customer satisfaction. Customer satisfaction and customer loyalty are highly correlated.