體驗行銷、體驗價值對顧客忠誠度影響之研究 - 以台北市咖啡連鎖店消費者為例

Abstract

隨著時代的改變，消費者購買商品時所著重的面相已逐漸改變，近幾年來，消費者越來越重視業者所提供的體驗服務。本研究旨在探討連鎖咖啡店所提供之體驗服務對消費者而言所產生之體驗價值，並進一步了解體驗行銷、體驗價值與顧客忠誠度之相關性。

首先透過文獻探討的方式，分別對咖啡連鎖店、體驗行銷、體驗價值及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、行動以及關聯體驗，及 Mathwick, Malhotra及Rigdon 三位學者所提出之體驗價值進行問卷測量。

本研究以曾經台北市的消費者為主要研究對象 採用網路問卷調查法，共收集 397 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，最後提出管理意涵與後續研究發展之建議。

根據不同人口統計變數與體驗行銷、體驗價值和顧客忠誠度之差異分析得知，20歲(含)以下的消費者，所感受到的情感體驗、服務優越性、美感及享樂性，明顯較其他不同年齡的消費者高，並且存在較高的顧客忠誠度。每月可支配所得為30,001~40,000元的消費者，所感受到的行動體驗、服務優越性及美感，明顯較其他不同年齡的消費者高，並且存在較高的顧客忠誠度。對體驗行銷、體驗價值的感受程度越高的消費者，其顧客忠誠度也越高。

As time goes by, when people are buying something, the things that they care the most have significantly change. They more focus on experiential marketing when purchasing. The purpose of the research as follow: 1. Investigating the experiential value when people consume at coffee chain store. 2. Investigating the relationship between experiential marketing and consumer loyalty, experiential value and consumer loyalty.

First, defining these substantive, experiential marketing, experiential value and consumer loyalty by the way of literature review. Then using Internet questionnaire survey method to understand customers who had consumed at coffee chain store and lived in Taipei. 397 valid questionnaires were collected. Tidying up all the valid questionnaires, using SPSS software for statistical analysis. Then propose management implications and future research recommendations have reached.

The results of research are as below: 1. The consumers under 20 have the highest degree of feel of experiential marketing, service excellence, aesthetics, playfulness and consumer loyalty. 2. Monthly disposable income of consumers between 30,001 and 40,000 dollar have the highest degree of act of experiential marketing, service excellence, aesthetics and consumer loyalty. 3. Experience marketing and customer loyalty hang closely together. 4. Experience value and customer loyalty hang closely together.