顧客體驗、口碑行銷與顧客滿意度對購買意願影響之研究：以承豪石材為例

Abstract

1960 年代臺灣石材產業由花蓮開始發跡，花蓮爲臺灣石材集散地，擁有全臺灣將近 80%的石材資源，石材加工設備與產能最高峰時曾位居世界第二位，僅次於義大利，且20%以上花蓮居民從事石材相關行業。臺灣原石進口量與石材機械進口量在全世界具有相當的重要地位。近年來，臺灣受到經營成本提升、礦石資源有限、中國大陸廉價石材出口等不利因素，整體產業面臨嚴重的挑戰與威脅，全球化的結果導致產值不斷下降，急需轉型以求生存。傳統石材產業多為中小企業，並以人際關係為主的銷售模式，公司對公司的供應鏈為主流，不以顧客購買體驗為中心，惟隨著現代化的經營策略發展，整體石材產業由個案公司為先驅，有明顯的轉型趨勢，銷售重心逐漸移轉至顧客的購買意願。個案公司成立於 2007 年，2011 年進軍新北市八里區。八里為臺灣北部石材的集散地，已形成規模經濟，共有上百家石材工廠，在市場產品同質性高的情況下，價格競爭十分激烈。個案公司首先拋棄過去削價競爭的經營模式，率先市場接軌國際潮流進口高單價及高品質的產品，於2018 年花費巨資建立石材藝術博物館，建立奢石品牌。個案公司重視顧客體驗、口碑行銷與顧客滿意度，在臺北、臺中與高雄分別成立大型展示館，積極與顧客互動，提升顧客服務。本研究以文獻分析為基礎，結合實務個案，探討個案公司顧客體驗、口碑行銷與顧客滿意度，分析經營策略與活動內容執行。研究結果提出對於石材產業未來轉型發展，以個案公司為例提供具體建議，供我國傳統中小企業的建立品牌過程之參考。關鍵字：顧客體驗、口碑行銷、顧客滿意度、石材、石材產業In the 1960s, Taiwan's stone industry began to flourish in Hualien. Hualien is Taiwan's stone distribution center. It has nearly 80% of Taiwan's stone resources, and its stone processing equipment and production capacity ranks second in the world, second only to Italy, and more than 20% of Hualien residents. Engaged in stone-related industries. Taiwan's rough stone imports and stone machinery imports play an important role in the world. In recent years, Taiwan has been threatened by limited ore resources and the export of cheap stone materials from the mainland, and the industry has faced serious challenges and threats.C company was established in 2007 and entered Bali in 2011. There are hundreds of stone factories in Taipei Bali, and the competition is very fierce. C company has abandoned the business model of price-cutting competition in the past. In 2018, he spent a lot of money to establish a stone art museum and establish a luxury stone brand. C company attaches great importance to customer experience, word-of-mouth marketing and customer satisfaction, and has established large exhibition halls in Taipei, Taichung and Kaohsiung to actively interact with customers and improve customer service.This research is based on literature analysis, combined with practical cases, discusses C company's customer experience, word-of-mouth marketing and customer satisfaction, and analyzes C company's business strategy and implementation of activities. The research results hope to provide specific suggestions for the future development of C company.

Keywords: Customer experience, Word-of-mouth marketing, Customer satisfaction, Stone