量販店業者在競爭激烈的環境下，業者大打價格的促銷活動，滿足顧客的提升購滿意願、亦成為重要的訴求點，期望透過體驗行銷提升顧客滿意度來維持購買意願的優勢。本研究針對量販店的顧客滿意度進行探討，研究樣本為嘉義市地區的消費者，以問卷填答方式，透過SPSS12.0與AMOS7.0兩套統計軟體，探討量販店促銷活動、體驗行銷與顧客滿意對顧客購買意願之影響。研究結果發現消費者的促銷活動與體驗行銷之影響。體驗行銷與顧客滿意有顯著正向的相關性，此外研究中體驗行銷與購買意願間影響並不顯著。對量販店而言，提升產品體驗行銷，增加顧客滿意度提升購買意願為首要任務，作為量販店業者經營管理的參考方向。 Nowadays, the wholesell shops is facing intense competition. The Marketing effect is decreasing due to sales promotion, so the most important thing is to meet sales promotion. The purpose is to maintain advantage by customer satistation to be pleased promotion purchase intent. This study explored on customer satisfaction of the retail industry. Collecting data by distributing questionnaire of customers in ChiaYi, this research uses SPSS 12.0 and AMOS 7.0 to The research of sales promotion ,experience marketing and customer satistation to be pleased promotion purchase intent. The results showed that the relationships among retail product, the sales promotion and experience marketing are significant , experience marketing and customer satistation are significant , but experience marketing and promotion purchase intent are not significant. Sells the shop speaking of the quantity, the promotion product experience marketing, increases the customer degree of satisfaction promotion purchase wish is the most important task, sells the shop entrepreneur management and operation as the quantity the reference direction.
