說故事對餐廳消費者品牌體驗影響之研究
No Thumbnail Available
Date
2011
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
對企業而言，說故事不僅可以傳達公司的信念，更可藉由說故事及戲劇的方式創造企業整體形象的概念以及塑造品牌，並且使顧客在服務場域中產生愉悅且難忘的體驗。本研究主要目的為探討說故事是否會影響消費者的品牌體驗，並進一步探討不同的說故事方式對顧客的品牌體驗是否造成差異及因為說故事而得到的品牌體驗對滿意度及再購意願的影響。
本研究採用實地實驗法，以香連鐵板料理為實驗場域，說故事作為實驗處理，共分為真人口述組、文字敘事組及控制組三個實驗組別，真人口述組接受口說故事的實驗處理，文字敘事組給予文字故事的實驗處理，控制組則不給予任何說故事的媒介。三組樣本數分別為：真人口述組36人、文字敘事組38人、控制組37人，有效問卷共111份。所得之結論如下所示：
一、參與者接收說故事媒介後所產生的品牌體驗感受顯著高於未接受故事媒介前的品牌體驗感受
二、真人口述與文字敘事的說故事方式所引發的品牌體驗感受之間並無顯著差異
三、參與者接受說故事處理後所產生的品牌體驗感受與未接受說故事媒介所獲得的品牌體驗感受皆會影響滿意度。
For enterprises, storytelling is not only an effective management tool, but also a strategy of branding. Story not only communicates the cues of the organization; by working with storytelling and dramaturgy, an organization can create a holistic image of the concept, shape the brand and generate an experience in the servicescape for consumers. The three aims of this study were to, first, understand whether storytelling would be associated with participants’ brand experiences. The second purpose was to investigate the impacts of two different forms of storytelling on the participants’ brand experiences. Moreover, it was to examine the impact of brand experiences brought by storytelling on participants’ dining satisfaction. The study applied field experiment to fulfill the purposes. The experiment was conducted in Shian-Liang Tapanyaki Restaurant, while storytelling served as a treatment. Besides the control group, the experimental groups included oral storytelling form and written storytelling form. Each one of the 3 groups contained at least 35 participants, therefore, there were totally 111 participants included in the study. Major conclusions were as follows: 1.The degree of brand experiences brought by storytelling was significantly higher than those without storytelling. 2.Neither the oral form nor the written storytelling had significant impact on participants’ brand experience. 3.The brand experiences with storytelling treatment had a significant influence on participants’ satisfaction, as well as those without storytelling treatment.
For enterprises, storytelling is not only an effective management tool, but also a strategy of branding. Story not only communicates the cues of the organization; by working with storytelling and dramaturgy, an organization can create a holistic image of the concept, shape the brand and generate an experience in the servicescape for consumers. The three aims of this study were to, first, understand whether storytelling would be associated with participants’ brand experiences. The second purpose was to investigate the impacts of two different forms of storytelling on the participants’ brand experiences. Moreover, it was to examine the impact of brand experiences brought by storytelling on participants’ dining satisfaction. The study applied field experiment to fulfill the purposes. The experiment was conducted in Shian-Liang Tapanyaki Restaurant, while storytelling served as a treatment. Besides the control group, the experimental groups included oral storytelling form and written storytelling form. Each one of the 3 groups contained at least 35 participants, therefore, there were totally 111 participants included in the study. Major conclusions were as follows: 1.The degree of brand experiences brought by storytelling was significantly higher than those without storytelling. 2.Neither the oral form nor the written storytelling had significant impact on participants’ brand experience. 3.The brand experiences with storytelling treatment had a significant influence on participants’ satisfaction, as well as those without storytelling treatment.
Description
Keywords
故事行銷, 品牌體驗, 實地實驗法, Storytelling marketing, Brand experience, Field experiment