Investigating the relationships between customer experience customer value customer satisfaction and behavior intentions

[[abstract]]摘 要 由於消費意識抬頭與全球競爭激烈，顧客價值的重要性逐漸取代品質管理、 企業流程再造或企業瘦身，成為新競爭優勢來源，更為二十世紀末之行銷研究的 新議題。回溯近二十年在行銷領域上的創新式變革，是由學者們所喚起的享樂性 消費與經驗性觀點的重要性。爾後，諸多文獻深入探究體驗經濟存在的價值與重 要性，其中釵h學者在研究中亦呼應消費的經驗性觀點，據此，本研究以經驗性 觀點探究之。 本研究以購物中心之購物經驗為例，旨在探討顧客在購物經驗後所產生的價 值，及顧客價值與滿意度，後續行為意圖之關聯性，並建構一套整合性研究。研 究中除引用顧客價值定義與分類而自行建立一套可信之顧客價值量表外，亦驗證 了Holbrook(1994)認為不同顧客價值會同時發生之論點。另一方面，本研究亦針 對顧客滿意度之正、負面後續行為意圖進行分析探究。 本研究結果發現，顧客價值確實會因購物經驗而產生，所產生的顧客價值會 為顧客帶來滿意，而顧客也會因滿意與否產生後續可能的行為意圖。其中，僅尊 重與地位價值的存在與否並不會顯著的為顧客帶來滿意或不滿意的情緒表現。本 研究在事後檢定分析上發現，台灣現行購物中心所傳遞的顧客價值略有不同，尤 以美感及地位價值最甚。本研究結果除了對行銷及消費者行為領域有貢獻外，尚 幫助購物中心管理者了解欲傳遞的價值與顧客認知的價值是否一致，且認知到顧 客滿意的提昇確實會增加對公司有利的效果，降低對公司不利的行為意圖。[[abstract]]Abstract Driven by the focus on customer orientation and the intensity of global competition firms have recognized customer value as the most important marketing concept in the 21th century which may replace such concepts as quality management reengineering downsizing and restructuring Two decades ago the importance of hedonic consumption and experiential aspects has been proposed by marketing and consumer researchers Since then more recent studies have further investigated about the phenomena of experience economy and experiential consumption This study took shopping mall as research setting to investigate the relationships between shopping experience customer value customer satisfaction and behavioral intentions We not only developed a scale of customer perceived value based on Holbrook (1994) framework but also confirmed the relationships between customer satisfaction and behavioral intentions Besides we integrated both positive and negative aspects of behavioral intentions into forming a comprehensive perspective As hypothesized customer’s shopping experience leads to customer values customer satisfaction will result from customer values and customer satisfaction has positive effects on positive behavioral intentions and has negative effects on negative behavioral intentions The empirical findings were that customer values result from the shopping experience most customer values affect customer satisfaction that in turn influences behavioral intentions In addition to the contribution to the field of marketing and consumer research the research results in this study also provide managers some insightful information That is the managers may examine what values their customers receive and reexamine what the firms deliver so that the firms are able to build up their competitive advantage and increase their corporate payof