服務場景之研究：體驗行銷、商店氣氛、服務品質、體驗價值與顧客滿意度之關係

Tunghai University Institutional Repository > 管理學院 > 國際經營與貿易學系所 > 碩士論文 > Item 310901/31411

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/31411

Title:	服務場景之研究：體驗行銷、商店氣氛、服務品質、體驗價值與顧客滿意度之關係
Other Titles:	A Study of Servicescape: The Relationships among Experiential Marketing, Store Atmosphere, Service Quality, Experiential Value, and Customer Satisfaction
Authors:	陳禹彤 CHEN, YU-TUNG
Contributors:	吳立偉 WU, LI-WEI 國際經營與貿易學系
Keywords:	顧客滿意度;體驗價值;服務品質;商店氣氛;體驗行銷;服務場景 Experiential Value;Service Quality;Store Atmosphere;Experiential Marketing;Servicescape;Customer Satisfaction
Date:	2018
Issue Date:	2019-03-21T09:07:53Z (UTC)
Abstract:	服務場景是日常生活中隨處可見的場所，與顧客的消費密不可分，近年來隨著消費型態的轉變，顧客不只重視商品或服務本身，從服務場景所提供的實體環境、消費體驗、氣氛、服務品質等，都愈來愈受到重視，因此許多企業也用盡巧思打造獨特的服務場景，本研究以服務場景為出發，欲探討該構面與其他構面之關係。綜合相關文獻以服務場景、體驗行銷、商店氣氛、服務品質、體驗價值與顧客滿意度作為主要衡量構面，並提出7項研究假設。本研究針對在台灣地區星巴克消費過之顧客為主要對象，以問卷調查方式蒐集資料，共發出問卷342份，有效樣本回收共計333份，並以統計軟體SPSS及AMOS進行資料分析，結果顯示：(1)服務場景對體驗行銷有正面影響；(2)服務場景對商店氣氛有正面影響；(3)服務場景對服務品質有正面影響；(4)體驗行銷對體驗價值有正面影響；(5)商店氣氛對體驗價值有正面影響；(6)服務品質對體驗價值有正面影響；(7)體驗價值對顧客滿意度有正面影響，所有假設均成立，此研究結果可做為服務場景設計的相關參考。 Servicescape is an arena that can be seen everywhere in daily life, and it is inseparable with consumer's consumption. In recent years, along with the change of consumption patterns, customers not only look on the goods or services, but also the physical environment, consumption experience, atmosphere and quality from the servicescape that is provided have become more and more important. Many companies have also used their ingenuity to create unique servicescape. This study is based on servicescape and wants to explore the relationship between this point and other aspects. According to literatures review, this study takes servicescape, experiential marketing, store atmosphere, service quality, experiential value and customer satisfaction as the primary measurements of dimensions and proposes seven research hypotheses. This study focused on customers who has consumed in Starbucks in the Taiwan region and collected data through online questionnaire surveys. A total of 342 questionnaires were sent out, while 333 valid samples were retrieved, and statistical software SPSS and AMOS were used for data analysis. The results showed that: (1) Servicescape has a positive impact on experiential marketing; (2) Servicescape has a positive impact on store atmosphere; (3) Servicescape has a positive impact on service quality; (4) Experiential marketing has a positive impact on experiential value; (5) Store atmosphere has a positive impact on experiential value; (6) Service quality has a positive impact on experiential value; (7) Experiential value has a positive effect on customer satisfaction. All hypotheses are accepted, and this research result can serve as a reference for the design of servicescapes.
Appears in Collections:	[國際經營與貿易學系所] 碩士論文

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