The Investigation into Experiential Marketing on Loyalty Programs

[[abstract]]現今市場競爭激烈、利潤微薄的時代，企業越來越難掌握、吸引並留住顧客，體驗行銷則將焦點放在顧客體驗上，強調在感官、心靈上產生刺激，進而創造與形成顧客知覺價值。但又該如何進一步吸引消費者的青睞呢?許多文獻指出，在競爭激烈的市場，忠誠方案常被企業使用來建立顧客忠誠，並使用忠誠方案建立長久的顧客忠誠。有鑑於此，本研究在蒐集相關文獻後，決定從體驗行銷的角度出發，以知覺價值為中介值，探討忠誠方案之設計因子對顧客忠誠的影響。而在論文題目設計部份，由於市場上忠誠方案設計種類、型式眾多，因此本研究將主要以探討方案設計因子的角度來做為本研究的主要研究方式。而在樣本抽樣中採用問卷調查之實證分析方式，選擇具有體驗行銷與忠誠方案經驗的消費者作為受訪樣本，採人員與網路問卷兩種調查方式，總計回收有效問卷數共408份，無效問卷共26份。 本研究主要採用線性結構模式，經由測量模式與結構模式來建立本研究之理論模式，探討體驗行銷構面，如何影響知覺價值，以及忠誠方案各設計因子-現金價值、選擇範圍、情感價值與配適性，對顧客忠誠度之影響與看法，並進一步分析模式各構念間的直接效果與間接效果影響。 結果顯示除將體驗行銷與忠誠方案做一有效之連結外，在體驗行銷對知覺價值、知覺價值對各方案設計因子，以及方案設計因子-現金價值、選擇範圍與情感價值對顧客忠誠的研究中，發現其皆具有正向顯著的影響。唯方案設計因子-配適性對顧客忠誠未具有正向顯著的影響。在研究中重要發現為，在描述性統計時，配適性之平均數乃高於其他因子，但在結構模式的檢定中卻呈現未顯著之影響，因此研究中發現主因乃為，受方案設計之期間長短及門檻高低影響所致。最後，依據上述研究結果提出對學術理論與實務管理上之建議與未來研究方向。[[abstract]]Nowadays in the age of intense competition and low profit in markets enterprises more and more difficult to grasp to attract and retain customers Experiential marketing will focus on the customer experience the emphasis on the senses spiritual stimulus thus creating customer perceived value But how to further attract consumers do? From the literature found in the highly competitive market companies often use loyalty programs to build customer loyalty and use the loyalty program to establish long-term customer loyalty Hence the research will from the experiential marketing perspective perceived value as an intermediary value of loyalty program design factors on customer loyalty By choosing the customers who have had the experiential marketing and loyalty program experience and using the personnel and the network surveys total effective questionnaires are 408 invalid questionnaires are 26 This research mainly uses the structural equation modeling (SEM) through measurement model and structural model to establish the theoretical model Discuss the experiential marketing perceived value loyalty program facts and customer loyalty Furthermore analyze the direct effect and the indirect influences on the constructs between each construction The results show that apart from the experience of marketing and loyalty programs to make a valid link the perceived value in experiential marketing and perceived value on various design factors and the design factors on customer loyalty that has positive significant influence The only design factor - relevance on customer loyalty doesn’t have positive significant influence The important findings in the descriptive statistics the design factor - relevance in the average is higher than other factors but in the structural model of the test is presented in no positive significant influence We found the main cause were the duration of loyalty program design and the requirement of loyalty program Finally the above finding results could have some contributions as references to the academic study and the practical fiel