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題 名 | 行銷策略與購物環境對顧客滿意度的影響:以IKEA傢俱為例=The Influences of Marketing Strategy and Shopping Environment on Customer Satisfaction |
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作 者 | 葉惠仁; 黃佳妮; 羅可瀚; 王志光; 顏俊豪; 陳信賢; 黃佳妮; 陳信賢; 葉惠仁; 羅可瀚; 顏俊豪; | 書刊名 | 管理資訊計算 |
卷 期 | 9:特刊1 2020.08[民109.08] |
頁 次 | 頁21-27 |
分類號 | 496.34 |
關鍵詞 | 購物環境; 顧客滿意度; Marketing strategies physical shopping environment; Customer satisfaction; |
語 文 | 中文(Chinese) |
中文摘要 | 隨著國民所得的提升,消費者的需求也日益增加,傳統家具店已經不僅僅只能是提供產品銷售賣場,更是需要打造良好的賣場氣氛提供給消費者體驗。本研究以IKEA傢俱為例,為了提供給顧客良好的體驗環境,IKEA傢俱打造了專屬的空間讓消費者進行體驗,目的就是讓消費者能夠投入在良好的購物氣氛中,提升顧客的滿意度。本研究以問卷調查的方式對曾經到訪過IKEA傢俱的消費者進行便利抽樣,探討IKEA傢俱購物環境與行銷策略對顧客滿意度的影響之研究。 |
英文摘要 | With the improvement of national income, the demand of consumers is also increasing. Traditional furniture stores have not only provided product sales and sales, but also needed to create a good store atmosphere to provide consumers with experience. This study IKEA as an example. In order to provide customers with a good experience environment, IKEA has created a dedicated space for consumers to experience. The purpose is to enable consumers to immerse in a good shopping atmosphere and improve customer satisfaction. In this study, a sample of consumers who have visited IKEA was sampled in a questionnaire survey to explore the impact of IKEA's marketing strategies and shopping environments on customer satisfaction. |
本系統中英文摘要資訊取自各篇刊載內容。