體驗行銷、顧客滿意度與忠誠度之關聯性分析－以大臺北地區運動護具消費者為例
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2011
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隨著體驗行銷觀念的普及化及成功的案例，時下已有愈來愈多的企業開始以體驗為行銷主軸，並成為競爭優勢關鍵的要素之一，因此，瞭解目標市場之特性與關聯性並擬定適合的行銷策略，乃是企業運作及永續經營的重要議題，也是企業行銷管理人員學習的方向。有鑒於此，本研究欲從此觀點針對運動護具市場，探討消費者在體驗行銷、顧客滿意度及忠誠度之關聯性。其目的為瞭解大臺北地區運動護具消費者的特性、現況與差異情形，進而分析運動護具消費者在體驗行銷、顧客滿意度與忠誠度之關聯性與其解釋力。
本研究於2011年4月至5月間，分別於大臺北地區的12行政區內所設立之運動中心及體育用品店為抽樣地點，並採隨機發放方式進行問卷施測，共回收有效問卷計有412份。所得資料經描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關與一般多元迴歸分析法後，得知本研究結果為：(一) 運動護具消費者以年輕族群居多；(二) 運動護具消費者對於產品本身大多具有正面的評價；(三) 運動護具消費者特性在體驗行銷、顧客滿意度與忠誠度上有差異存在；(四) 運動護具消費者在體驗行銷、顧客滿意度與忠誠度有正向關聯性；(五) 行動、思考體驗與顧客滿意度對忠誠度具有解釋力。
根據以上結果，運動護具業者除了應維持現有的行銷策略外，若能加強顧客滿意度的影響因素，將能建立或提升願意再購及推薦行為的忠誠度承諾。
As experiential marketing concept is popular with successful cases, there are more and more enterprises take experience as the core of marketing that becomes one key factor of competitive advantages as well. Therefore, to realize target market specialty and relationship and to draw up suitable marketing strategies are not only an important issue for enterprises operation and sustainable going but also the learning direction for marketing managers. In such point of view, this study aimed at investigating the relationship among experiential marketing, customer satisfaction, and loyalty of consumer against sports braces. The purpose of this study was to realize the specialty, current situation, and difference of sports braces consumers in Taipei area, then analyzed the correlation and explaining power in experiential marketing, customer satisfaction, and loyalty under sports braces consumers. This study took sports centers and shops in 12 districts of Taipei area as sampling places and adopted randomly to proceed to questionnaire test. 412 valid subjects were collected for this study. According to the descriptive statistical analysis, t-test, one-way ANOVA, correlation analysis, and multiple linear regression analysis, the results were as follows: 1. The majority of using sports braces were young groups. 2. The sports braces consumers mostly had positive evaluation to the products. 3. Sports braces consumers’ specialty in experiential marketing, customer satisfaction, and loyalty existed differences. 4. The sports braces consumers stood positive correlation in experiential marketing, customer satisfaction, and loyalty. 5. Action, thinking experience, and customer satisfaction had explaining power to loyalty. Based on the results, if sports braces enterprises can maintain the current marketing strategies and strengthen the effect factors of customer satisfaction, they will establish or increase consumers’ loyalty of repurchasing or recommending commitment.
As experiential marketing concept is popular with successful cases, there are more and more enterprises take experience as the core of marketing that becomes one key factor of competitive advantages as well. Therefore, to realize target market specialty and relationship and to draw up suitable marketing strategies are not only an important issue for enterprises operation and sustainable going but also the learning direction for marketing managers. In such point of view, this study aimed at investigating the relationship among experiential marketing, customer satisfaction, and loyalty of consumer against sports braces. The purpose of this study was to realize the specialty, current situation, and difference of sports braces consumers in Taipei area, then analyzed the correlation and explaining power in experiential marketing, customer satisfaction, and loyalty under sports braces consumers. This study took sports centers and shops in 12 districts of Taipei area as sampling places and adopted randomly to proceed to questionnaire test. 412 valid subjects were collected for this study. According to the descriptive statistical analysis, t-test, one-way ANOVA, correlation analysis, and multiple linear regression analysis, the results were as follows: 1. The majority of using sports braces were young groups. 2. The sports braces consumers mostly had positive evaluation to the products. 3. Sports braces consumers’ specialty in experiential marketing, customer satisfaction, and loyalty existed differences. 4. The sports braces consumers stood positive correlation in experiential marketing, customer satisfaction, and loyalty. 5. Action, thinking experience, and customer satisfaction had explaining power to loyalty. Based on the results, if sports braces enterprises can maintain the current marketing strategies and strengthen the effect factors of customer satisfaction, they will establish or increase consumers’ loyalty of repurchasing or recommending commitment.
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運動護具, 體驗行銷, 顧客滿意度, 忠誠度, Sports Braces, Experiential Marketing, Customer Satisfaction, Loyalty