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| 題名: | 體驗行銷、體驗價值與顧客滿意度之關係－以頭皮理療為例 |
| 其他題名: | Relationship among Experience Marketing, Experience Value and Customer Satisfaction: An Example of Scalp SPA |
| 作者: | 蕭若喬
SHIAO, JO-CHIAO |
| 貢獻者: | 企業管理學系管理科學碩博士班
郭東昇
KUO, TUNG-SHENG |
| 關鍵詞: | 頭皮理療;體驗行銷;體驗價值;顧客滿意度
Scalp SPA;Experience Marketing;Experience Value;Customer Satisfaction |
| 日期: | 2020 |
| 上傳時間: | 2022-05-17 14:41:05 (UTC+8) |
| 摘要: | 目前台灣頭皮理療服務的蓬勃發展的趨勢下，產業內的惡性競爭已經是在所難免的一個事實。若能善用體驗行銷的策略，創造體驗行銷後產生的正向體驗價值，並有高度的滿意度，是一個相當有效的行銷方式。 研究以體驗行銷、體驗價值及顧客滿意度之關係－以頭皮理療為例，本研究以接受過頭皮理療服務的顧客作為取樣對象，以體驗行銷、體驗價值及顧客滿意度作為研究，共回收302份，在以軟體SPSS 20加以驗證，回收資料以信度分析、效度分析與因素分析、敘述行統計、獨立t檢定與單因子變異數分析、回歸分析等統計方法進行分析。 研究結果顯示體驗行銷與體驗價值對顧客滿意度具有正向且顯著相關。尤其以40歲以上的顧客最為顯著。他們對體驗行銷、體驗價值與滿意度產生高度興趣，可善用體驗行銷提升體驗價值，讓服務顧客感到滿意。「體驗行銷對體驗價值具有顯著正向影響」、「體驗行銷對顧客滿意度具有顯著正向影響」、「體驗價值對顧客滿意度具備顯著正向影響」。
Scalp SPA services in Taiwan, it ia a fact that vicious competition in the industry. If you can use the strategy of experience marketing, create experience marketing to produce positive experience value, high degree of satisfaction, is a very effective way of marketing. In this study the Scalp SPA services customers to make a sample, to experience marketing, experience value and customer satisfaction research, a total of 302, in the SPSS 20 validation, recycling materials to the reliability analysis, validity analysis and factor analysis, narrative line statistics, independent t test and one-way anova, regression analysis and other statistical methods are analyzed. Research shows that experiential marketing and experiential value have positive and significant correlation with customer satisfaction. Especially to over 40 years old, unmarried customers are the most obvious. They are highly interested in experiential marketing, experiential value and satisfaction. They can make good use of experiential marketing to enhance the value of the experience and satisfy the customers. ＂Experience marketing has a significant positive impact on experience value＂, ＂experience marketing has a significant positive impact on customer satisfaction＂, and ＂experience value has a significant positive impact on customer satisfaction＂. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班
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