運動零售業應用體驗行銷對服務品質和再購意願之影響：以台灣迪卡儂為例

Abstract

根據體育署資料顯示，臺灣的運動產業總產值和國人的運動支出逐年攀升，再加上所得提升後的運動風氣升高，而許多業者已採用體驗行銷於策略經營上，而台灣迪卡儂即是目前運動零售通路結合體驗行銷的代表之一，提供顧客各式運動活動及完整的體驗，此外，維持服務品質使消費者產生再購意願是企業在競爭市場下成功的先決條件。本研究目的為探討台灣迪卡儂的體驗行銷、服務品質和再購意願之間的關係。本研究問題為：一、台灣迪卡儂的消費者特性為何？二、台灣迪卡儂的體驗行銷、服務品質和再購意願之現況為何？三、台灣迪卡儂的消費者特性對於體驗行銷、服務品質和再購意願之差異為何?四、分析台灣迪卡儂的體驗行銷、服務品質及再購意願之間的關係為何？本研究方法採立意抽樣，並使用紙本問卷及電子問卷，分別於雙北台灣迪卡儂實體門市及網路上發放，問卷內容包含：體驗行銷量表、服務品質量表、再購意願量表和基本資料，並採用SPSS23.0進行描述性統計、集群分析、單因子變異數分析，並採用PLS3軟體進行信效度檢驗，及因果關係檢驗。研究結果為：目前台灣迪卡儂的消費者特性共分為五類，分別為學生族群、女性小資族、男性青壯年、已婚中年人和高學歷人士。而在現況部分，感官、情感和思考行銷得分較高；各服務品質構面分數皆高，僅互動服務的得分較低；再購意願則以有需求時會再次購買及推薦他人的分較高。另外，男性青壯年、已婚中年人和高學歷人士的消費客群對於關聯行銷的同意程度高於學生族群和女性小資族；已婚中年人的消費客群對於再購意願的同意程度高於學生族群和女性小資族。最後，體驗行銷和服務品質對於再購意願的關係，皆得到正向顯著的結果，但體驗行銷對於服務品質及再購意願之關係未具備調節效果。研究結論和建議：台灣迪卡儂消費族群年輕化，應更注重女性及年輕客群，並且加強互動服務中的人員態度及適度調整商店規範，此外，以已婚中年人、高學歷人士及男性青壯年作為關聯行銷的目標客群，並針對年紀較長的顧客加強經營顧客關係以提升再購意願，最後，建議店家持續提升體驗行銷和服務品質，以提升消費者的再購意願。

In 2018, the gross value of Taiwan's sports industry was over $478.8 billion NTD and Taiwanese consumers spent $138.3 billion NTD in sports expenditure. Therefore, to stand out in a competitive market, sports retail companies connected with customers through experience marketing. Decathlon Taiwan was selected as the research object because Decathlon Taiwan was the current representative of an experience sports retailer. The purpose of this study was to discuss the relationship among three variables: experience marketing, servicequality, and repurchase intention. There were four research questions. 1.What were the consumer characteristics? 2.What was the current status of the three variables? 3.What were the differences among the consumer characteristics in these three variables? 4.What was the relationship among the three variables. This study applied purposive sampling. The content of questionnaire included experience marketing, service quality, repurchase intention scales, and demographic variables. The results were applied in SPSS23 and PLS3. The results showed five consumer characteristics: students, young businesswomen, male young adults, married middle-aged people, and people with high education levels. The results also indicated that the average score of personal experience were higher than co-experience, the average score of interactive servie received lower score than tangible and standard service, and the repurchase intention received the highest score. In addition, male young adults, married middle-aged people, and high educated people agreed to relate marketing more than students and young businesswomen. Married middle-aged people reported higher repurchase intentions than students and young businesswomen. The relationship among experience marketing, service quality, and repurchase intentions had a positive and significant effect, but experience marketing had no moderating effect on service quality and repurchase intentions. These findings concluded that the customer segment is of the younger generation, but Decathlon Taiwan should focus on older consumers for relationship management while simultaneously enhancing the consumer experience and customer service.