代銷公司體驗行銷對顧客滿意度及顧客忠誠度之研究

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Title:	代銷公司體驗行銷對顧客滿意度及顧客忠誠度之研究
Other Titles:	Influence of experiential real estate marketing on customer purchase intention
Authors:	謝至明;Hsieh, Chih-Ming
Contributors:	淡江大學企業管理學系碩士在職專班楊立人
Keywords:	體驗行銷;顧客滿意度;顧客忠誠度;experiential marketing;Customer Satisfaction;Customer Loyalty
Date:	2017
Issue Date:	2018-08-03 14:50:26 (UTC+8)
Abstract:	近年來，由於台灣房價節節上漲，造成貧富差距擴大，年輕人買不起房，更不敢生小孩，造成重大社會問題，除薪資倒退，都市規劃未通盤考量，造成人口過度集中外，在銷售上未充分說明建案交通上及格局裝修上的優勢讓首購客戶願意離市中心車程40-50分鐘距離內購屋，也是市區房價上漲主因。本研究目的主要是探討代銷公司所做的體驗型態，如何影響顧客對於用代銷公司的滿意度及顧客忠誠度，根據Schmitt(1999)體驗行銷與消費者行為理論，建構出「體驗行銷→顧客滿意度→顧客忠誠度」之關係模型，透過迴歸分析，來分別探討體驗行銷對於顧客滿意度及顧客忠誠度之影響。結果預期體驗行銷對於顧客滿意度是有正向的影響、顧客滿意度對於顧客忠誠度有正向的影響、體驗行銷對於顧客忠誠度有正向的影響、研究結果將提供業者參考並提供具體可行性方案。 House prices in Taiwan have been increasing rapidly, especially in urban areas. They also continue to rise ahead of wages and inflation. This causes income inequality and a decline in living standards. Many young adults cannot afford to start a family. Two main reasons contribute to increasing house prices in urban areas. First, the government spends most of its funds in developing urban areas. Job opportunities and convenient living attract people moving to urban areas. When the supply of properties is less than demand, prices rise. Second, when property sales reprehensive sell properties located in the suburban areas, they don’t let home buyers know that it is only 40-50 minutes drive time to downtown. The selling agents also don’t explain that developers will provide better interior finishes and decorations for suburban properties in order to promote selling. By not providing all the facts to buyers suburban homes become less desirable. The purpose of this research is to analyze the influence of experiential marketing provided by house selling agents on home purchase intention. According to Schmitt (1999) Experiential Marketing is a way to get customers to sense, feel, think, act, and relate with the company and brands. This thesis uses Regression Analysis method to analyze how property developers can adopt Schmitt’s Experiential Marketing in the real estate market.
Appears in Collections:	[Graduate Institute & Department of Business Administration] Thesis

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