Description Detail

Vol.27, No.2(2020-3)(127-136) 
Consumption Situational on Customer Satisfaction and Customer loyalty's Effect based on Perspective of Experiential Marketing – A Case Study of FE21'Mega Department Store Kaohsiung Branch
以體驗行銷觀點探討消費情境因素與消費者滿意度、顧客忠誠度關係之研究 -以高雄大遠百為例
Yu-Ting Chiu, Chung-Hsin Huang
邱郁婷, 黃崇信
Due to the changing of the economic environment, department store's triumph growth has been declining, the obtain profit percentage has been dropping year by year, either. The demand of customer and consumer is not simply to goods or services, people seeking a highest level of the experience. The Research subject is FE21'MegA Department Store Kaohsiung, to discuss the manager of department store how to manage the change of times, create a situational to contented customer’s demand. The concept of experiential marketing is according to the research of Schmitt (1999) and the consumption situational is according to the research of Belk, R.W.(1975) Research methods are used by factor analysis, correlation analysis, regression analysis and descriptive statistics. The conclusions of this research are summarized as following: (1) consumer situational factors are positively correlated with customer satisfaction, (2) SEMs are positively correlated with consumer satisfaction, (3) SEMs are positively correlated with consumer loyalty, (4) consumption situation and policy experience is high related
隨著經濟時代的改變,百貨公司的業績成長幅度日益趨緩,其獲利百分比亦逐年下降。顧客和消費者對於購物的需求不再單純的以商品或服務為主,而是尋求更高的體驗層次。本研究以高雄大遠百作為主要研究對象,探討百貨公司經營業者該如何因應時代環境的改變以及消費者之需求,創造出一個能夠滿足消費者需求之消費情境。採用Scmitt(1999)對體驗行銷所提出之五個構面作為衡量;消費情境部分則採用Belk,R.W.(1975)對於情境所做之分類。以網路及實體問卷做為發放方式,研究方法則是採用敘述性統計分析、因素分析、相關分析、迴歸分析。根據研究結果顯示:(1)消費情境因素與顧客滿意度間呈正相關。(2)策略體驗模組與消費者滿意度呈正相關。(3)策略體驗模組與消費者忠誠度呈正相關。(4)消費情境與策略體驗模組呈高度正相關。
Experiential Marketing, Consumption Situational, Customer Satisfaction, Customer Loyalty
體驗行銷、消費情境、顧客忠誠度、顧客滿意度
Year Volume
2020 27.1 | 27.2
27.3 |
2019 26.1 |
2018 25.1 |
2017 24.1 | 24.2
24.3 | 24.4
24.5 | 24.6
24.7 | 24.8
24.9 |
2016 23.1 | 23.2
23.3 | 23.4
23.5 | 23.6
23.7 | 23.8
2015 22.1 | 22.2
22.3 | 22.4
22.5 |
2014 21.1 | 21.2
21.3 |
2013 20.1 | 20.2
20.3 | 20.4
2012 19.1 | 19.2
19.3 | 19.4
2011 18.1 | 18.2
2010 17.4