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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/31941

    Title: 體驗行銷中性別因素對顧客體驗價值認知影響之研究—以芳香療法產業為例
    Other Titles: A study of the influences of gender factor on customer's perception of experiential value in the field of experiential marketing - the example of aromatherapy industry
    Authors: 張力文;Chang, Li-wen
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    黃哲盛;Huang, Je-sheng
    Keywords: 體驗行銷;體驗價值;服務接觸要素;性別;芳香療法;深度訪談;experiential marketing;Experiential Value;Service Encounter;Gender;Aromatherapy;Depth Interview
    Date: 2008
    Issue Date: 2010-01-11 01:27:21 (UTC+8)
    Abstract: 自2006年我國將芳療SPA服務納入重點發展的產業後,芳療SPA產業已為國內市場帶來莫大的商機。台灣的SPA產值目前已超過250億台幣,每年成長速度25%,預估未來一年有兩百億元的商機。接受芳療SPA服務已經是愈來愈普遍的消費行為,而哪些因素會影響顧客接受芳療SPA服務的體驗價值,是值得關切的議題。
    Since the SPA service been subsumed one of the priority industries in our country in 2006, it brings the opportunities for the market. The output value of SPA service has at present surpassed 25 billion NT Dollars in Taiwan, and the rate of growth is 25 percend every year. It estimated that there will be 20 billion NT Dollars per year in the future. Accepting the SPA service is already a more and more universal consumer behavior. And which factors can affect the customer’s experiential value while accepting the SPA service is the important subject.
    In our paper, we will adopted the qualitative research in semi-structural in-depth interview to talk with 14 customers who accepted the SPA service to analyze the customer’s incentive to accept the SPA service, the customer’s perception of experiential value of accepting the SPA service, the factors of influencing the customer’s experiential value, and the influence of gender factor on Customer’s perception of experiential value.
    In conclusion, in aromatherapy industry, including many kinds of service encounter scholars submitted before, such as the servicescape and service personnel, the gender and age disparity was the important factors on influencing the experiential value. The different gender and age disparity of customer and aromatherapist influencing the customer`s experiential value while accepting the SPA service.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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