消費者體驗因素對通路滿意之影響 : 以大臺北地區3C家電消費者為例

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Title:	消費者體驗因素對通路滿意之影響 : 以大臺北地區3C家電消費者為例
Other Titles:	The effects of consumer's experience factors on channel satisfaction - the study of the consumers in 3C home appliance inTaipei area
Authors:	黃立元;Huang, Li-yuan
Contributors:	淡江大學管理科學研究所企業經營碩士在職專班曾義明;Tseng, Yi-ming;婁國仁;Lou, Kuo-ren
Keywords:	體驗行銷;顧客滿意度;3C連鎖通路;experiential marketing;Customer Satisfaction;3C Chain Stores
Date:	2007
Issue Date:	2010-01-11 03:00:49 (UTC+8)
Abstract:	現今已步入體驗經濟時代，強調的不只是產品和服務本身，而是顧客親身體驗所獲得的經驗感受。企業行銷不再只是要在產品、定價、通路、促銷、服務、保固、維修、後續顧客聯繫等各種行為中，如能以消費者設想的態度，將能促使消費者因期待「體驗」而上門，又因愉快的購物驗，提高顧客滿意度，維持顧客的品牌忠誠度，進而成為企業終身的顧客，形成企業擴大盈收、市場占有率、及永續經營的後盾。　　本研究目的主要以消費者立場為出發點，來探討體驗行銷之體驗因素與消費者顧客滿意度之關係，以目前最具品牌知名度、經營較具規模的四家通路品牌為研究個案，主要運用Schmitt(1999)提出之體驗行銷評鑑工具，對消費者在購買3C家電產品選擇購買通路時，進行感官、情感、思考、行動、關聯等體驗要素重視程度，與客顧滿意度之調查，進行3C家電消費者體驗因素對連鎖通路滿意度之影響探討，俾提供3C家電產業及通路商選擇行銷通路決策作為參考依據。　　本研究結果顯示消費者對本研究4家3C家電連鎖通路之體驗因素僅概括感官與情感、行動、關聯、思考4項等體驗要素因子。其中，感官與情感、行動、關聯等3項體驗要素因子對通路滿意度之影響呈正向關，且均達顯著水準；思考體驗與顧客滿意度雖呈正相關，但不顯著。其中，又以行動體驗對顧客滿意度影響最顯著，顯示消費者較在意3C家電通路之行動體驗感受。　本研究建議3C家電通路商、製造商在行銷、販售商品時，除應著重建構消費者較好之行動、關聯及感官與情感等體驗情境，能提高消費者購物之滿意度外，亦不應忽略思考體驗對消費者滿意度微乎其微影響，因思考體驗仍可能存在特定之客源，著力此一領域將可能塑造有別其他同業之特定客源，建構具利基之市場，擴大盈收。 Nowadays is the generation of the Experience Economy. It enhaced not only the product and its service, but also the experience feeling from the customers’ serlf-experience in previously. The compoany marketing is no long to focus on Product, Pricing, Channel, Promotion, Service, Guaranty, Maintance and Follow-up Service, etc. If standing viewpoint from the consumers’ viewpoint, it will be prompted the consumers to come to the stores becaused of the expected “experience”. In the meantime, the happy shopping experience would raise the customer satisfication level and maintain the customer loyalty of the brand, they would become permantent customers of the company, and made the company increase the profit, market share and the support of permantent business. The research objective of this study is from consumers’ standpoint to study the relationship between the factors of the experiential marketing and the consumer satisfication. The target of the case study are the 4 chain stores, which are well known brand and with comparative business scale. The study used the evaluation tool of the experiential marketing addressed by Schmitt in 1999 to investigate the effects of consumer''s experience factors, including sense, feel, think, active, and relate, on channel satisfaction, when buying 3C Home Appliance in Taipei area. The result was expected to provide 3C home appliance industry and its chain stores as reference when making the strategy of the channel selection. The study result presented the channel satisfication of the consumers were conspicuously effected by the factors of the experience in sense, feel, active and relate to the target chain stores; and sense and feel were considered as one factor. The expereince of think also effected to the customer satisfication, but below the standard. Among all, the expereince of active was conspicuously effected to the customer satisfication level, and that meant the importance of the active experience to the the consumers in the channel selection of 3C home appliance. This study suggested the chain stores of 3C home appliance and the manufactures not only focus on establishing a better experiential enviroment with active, relate, sense and feel to raise the consumers'' satisfication level in shopping, but also not ingore the minor impact of think to the customer satisficationl. The specific cusmers may still focus on think, and that will build the different field from other competitors, to establish the niche market and increase the profit.
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