體驗行銷、服務品質與顧客忠誠度關係之探討－以江南渡假村為例

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(M. A. Program in Leisure Industry) > Item 987654321/18898

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Title:	體驗行銷、服務品質與顧客忠誠度關係之探討－以江南渡假村為例
Other Titles:	Experiential Marketing, Service Quality and Customer Loyalty: A Study of Jiangnan Resort
Authors:	曾怡禎 Zeng, Yi-jhen
Contributors:	管理經濟學系經濟學碩士班賴文儀 Wen-yi Lai
Keywords:	江南渡假村;顧客忠誠度;服務品質;體驗行銷 Jiangnan Resort;customer loyalty;experiential marketing;service quality
Date:	2011
Issue Date:	2015-03-04 15:49:44 (UTC+8)
Abstract:	隨著時代與社會環境變遷影響，國人的生活形態也漸漸改變，許多觀光產業也漸漸崛起，因此「渡假村」也成為國人外出的好去處。本研究將體驗行銷為自變數，服務品質為中介變數，顧客忠誠度為依變數，主要目的是研究體驗行銷、服務品質與顧客忠誠度關係之探討¬-以江南渡假村為例，以了解各構面間的相關性。　　　本研究採用問卷調查的方式，以去過江南渡假村的遊客為調查對象進行便利抽樣。共發出450份問卷，回收為有效問卷有339份，使用SPSS 套裝軟體運算，透過敘述分析、相關分析及層級迴歸分析等方式進行分析，研究結果發現：1.體驗行銷對服務品質呈正向相關。2.服務品質對顧客忠誠度呈正向相關。3.體驗行銷對顧客忠誠度呈正向相關。　　　依據研究結果提出進一步的推論，體驗行銷與顧客忠誠度之直接關係存在，服務品質為中介變數之後，體驗行銷透過服務品質進而與顧客忠誠度之間建立起正向相關的關係型式，透過服務品質之中介影響，當遊客對體驗行銷感受程度越深時，對江南渡假村的服務品質讚賞度越高，而將更容易提高顧客的忠誠度。可見服務品質為體驗行銷與顧客忠誠度之間一座看不見的橋樑。根據以上結果建議，江南渡假村應園區遊樂設施再更多元化，能創造更多的體驗感受，服務品質也會提高，更能提昇遊客對江南渡假村的忠誠度。　　This study of experiential marketing for the independent variables, and service quality as an intermediary variable, customer loyalty as the dependent variable. Main purpose of “experiential marketing, service quality impacts on customer loyalty”. In this study, a total of 341 valid sample collection, through the hierarchical regression model to verify the hypothesis.　　　This research adopts the investigation method of the questionnaire, we take the customers of Jiangnan Resort as our research groups and conduct a convenient sampling. There were total 450 questionnaires and collect 339 effective questionnaires to be analyzed by SPSS software package. Through descriptive statistics, correlation analysis, the level of regression analysis, the research results showed that:1. The experiential marketing significantly positive influences to service quality.2. The service quality has significantly positive influences to customer loyalty.3. The experiential marketing significantly positive influences to customer loyalty.　　　The results showed that experience positively related to experiential marketing and customer loyalty; service quality and experiential marketing has a significant effect on customer loyalty.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(M. A. Program in Leisure Industry)

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