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題 名 | 體驗行銷、與顧客知覺價值滿意關係之研究--以汽車旅館為例=A Study of the Correlations between Experiential Marketing, Experiential Value and Customer Satisfaction of Motels |
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作 者 | 陳永坤; 謝翠芳; 藍美英; 施瑩婷; 陳俐伶; 李韶容; | 書刊名 | 中州學報 |
卷 期 | 25 2007.06[民96.06] |
頁 次 | 頁103-116 |
分類號 | 496.34 |
關鍵詞 | 汽車旅館; 體驗行銷; 知覺價值; 顧客滿意; Motel; Experiential marketing; Experiential value; Customer satisfaction; |
語 文 | 中文(Chinese) |
中文摘要 | 最近幾年台灣的汽車旅館不斷以求新求變的大膽創意在旅館業中興起一股流行風潮。有的號稱六星級飯店水準,有的標榜坐擁十多種異國風情的主題套房,甚至還提供按摩椅、義大利引進的情趣椅及各種情趣浪漫及刺激感官所需要的備品。當企業所提供的產品及服務與競爭對手的同質性越來越高時,未來的行銷戰場將集中於消費體驗的建立 (Pine& Gilmore, 1998)。消費行為會受到消費價值的影響,消費價值將協助顧客建立產品選擇決策的標準,以及是否使用該產品 (Engel, Blackwell & Miniard, 1990;Sheth, 1991)。本研究係以汽車旅館為例,探討消費體驗、顧客滿意與行為意圖關係性之研究,並利用線性結構關係 (LISREL) 進行實證分析。研究結果證實體驗行銷對消費者投資報酬、服務優越性、美感與趣味性價值具有正向顯著關係,且可以透過不同的知覺價值對顧客滿意產生正向關係,顯示體驗行銷對知覺價值及顧客滿意之重要性。在實務方面研究結果顯示,在體驗行銷中消費者投資報酬價值與趣味性價值較不能被提升,可能由於汽車旅館價位稍貴,而消費之族群多為中收入與上班族,所以較無物超所值的感受,建議在價格或是產品策略上做些改變,另一方面在旅館內可以設置較為趣味性的設施,讓顧客可以在住宿的同時也能夠享受到其他的附加娛樂。 |
英文摘要 | In recent years there has been a trend for motels in Taiwan to introduce innovative concepts and daring ideas in an attempt to outdo one another. Some have claimed to be six-star facilities, some have boasted more than a dozen exotic suites, and some have installed LCD TV s in the bathrooms and have provided massage chairs and sensual amenities from Italy in order to help create a romantic atmosphere. The higher the homogeneity among the products and services provided by different enterprises, the more the outcome of the marketing race will be determined by the establishment of consumption experiences (Pine & Gilmore 1998). Consumption behavior is affected by consumption value, which helps consumers establish the standard for selecting a product and decide whether they will use the product (Engel 1990, Blackwell & Miniard, 1990; Sheth, 1991). Based on the case study of motels, this research explores correlations between experiential marketing, experiential value and customer satisfaction. The empirical analysis is done through LISREL in order to provide operational references for motel administrators and to help them enhance product competitiveness. From empirical analysis we learn experiential marketing is positively correlated with consumer investment return, service superiority, aesthetic quality and fun value. Through different experiential values, experiential marketing is positively correlated with customer satisfaction demonstrating the importance of experiential marketing to experiential value and customer satisfaction. Research outcomes indicate that in experiential marketing it is harder to enhance consumer investment return value and fun value possibly because motel room rates are higher while most of the motel customers are white-collar workers earning middle-class wages-that makes it more difficult for them to feel they have gotten more than what they have paid for. Therefore, changes in pricing or product strategies is recommended. Motel managers may want to establish interesting amenities within the premises in order to offer motel guests additional entertainment. |
本系統中英文摘要資訊取自各篇刊載內容。