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體驗行銷對於顧客滿意度與忠誠度之影響 = Impacts of Expe...

國立高雄大學亞太工商管理學系碩士班

體驗行銷對於顧客滿意度與忠誠度之影響 = Impacts of Experiential Marketing on Customer Satisfaction and Loyalty : 以幼托產業為例; The Case of Preschools Industry

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Impacts of Experiential Marketing on Customer Satisfaction and Loyalty
副題名:	以幼托產業為例
作者:	林慧君,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2014[民103]
面頁冊數:	101葉圖,表 : 30公分;
標題:	體驗行銷
標題:	Experiential Marketing
電子資源:	https://hdl.handle.net/11296/jqm4w7
附註:	108年10月31日公開
附註:	參考書目：葉78-87
摘要註:	本研究以幼托產業為例，探討體驗行銷對於顧客滿意度與顧客忠誠度之影響；以及顧客滿意度在體驗行銷與顧客忠誠度之間是否具有中介效果。本研究根據文獻探討結果建立研究架構並設計問卷，針對家中有幼童就讀過幼托機構的受測者進行普查，就以往體驗經歷進行回覆；合計發放260份，有效回收問卷達249份，有效回收率為95.7%。回收的樣本採用SPSS 12.0版統計軟體，以敘述性統計、單一樣本t檢定、變異數分析、因素分析、相關分析及迴歸分析進行驗證等方法，來進行資料分析與驗證本研究提出之假設。研究結果發現，有幼托經驗的受測者普遍對於體驗行銷五大構面(感官體驗、情感體驗、思考體驗、行動體驗與關聯體驗)在幼托產業執行上表示認同，且具有相當高的滿意程度與忠誠度。在迴歸分析中顯示：體驗行銷對顧客滿意度以及顧客忠誠度分別具有正向影響；顧客滿意度對顧客忠誠度也具有高度正向影響。亦即透過體驗行銷各項媒介提供給顧客的感受提升，將會增加顧客滿意度以及提升忠誠度，而滿意度較高的顧客也具有較高的忠誠度。另外，再進一步分析發現，顧客滿意度對體驗行銷與顧客忠誠度具有完全中介效果，亦即，體驗行銷與顧客忠誠度之間的關係會受到顧客滿意度影響。 In this study, I explored the impact of experiential marketing for customer satisfaction and loyalty and took the preschools industry as an example. To be more precisely, I explored whether customer loyalty possesses mediating effect between the relationship of experiential marketing and customer loyalty. Accounting to the results of research literature architecture, the study designed the questionnaires and conducted the general investigation to the subjects that there are children who attended preschool in their family. Total issued 260 copies, 249 copies of valid questionnaires; the effective recovery was 95.7%. The statistical software SPSS version 12.0 is utilized to conduct data analysis and verify the assumptions proposed in this study based on the statistical methods of descriptive statistics, one-sample t test, ANOVA and multiple regression analysis. The results found that subjects who experienced preschool universally agree the five constructions of Experiential marketing (Sense experience, Feel experience, Think experience, Act and Relate experience) execute on the preschools industry, and they had a very high degree of satisfaction and loyalty. In regression analysis showed: the experiential marketing has a positive effect on customer satisfaction, respectively, as well as customer loyalty; customer satisfaction also has a highly positive impact on customer loyalty. That experience marketing through various media enhances the customer experience, increase customer satisfaction and enhance loyalty. The higher customer satisfaction also has the higher loyalty. In addition, from the hierarchical regression analysis, it is found that customer satisfaction has fully mediating effect on experiential marketing and customer loyalty, meaning that the relationship between experiential marketing and customer loyalty is affected by customer satisfaction.

體驗行銷對於顧客滿意度與忠誠度之影響 = Impacts of Experiential Marketing on Customer Satisfaction and Loyalty : 以幼托產業為例; The Case of Preschools Industry
林, 慧君

體驗行銷對於顧客滿意度與忠誠度之影響 = Impacts of Experiential Marketing on Customer Satisfaction and Loyalty : 以幼托產業為例 / 林慧君撰 - [高雄市] : 撰者, 2014[民103]. - 101葉 ; 圖,表 ; 30公分.
108年10月31日公開參考書目：葉78-87.
體驗行銷Experiential Marketing

體驗行銷對於顧客滿意度與忠誠度之影響 = Impacts of Experiential Marketing on Customer Satisfaction and Loyalty : 以幼托產業為例; The Case of Preschools Industry
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