體驗行銷、服務品質與滿意度之研究──以旅遊主題咖啡廳為例

A Study of Experiential Marketing, Service Quality and Satisfaction Level in Tourism Theme Cafe

咖啡是僅次於石油為全球第二大的貿易產品，可觀的經濟效益致使更多的業者投入咖啡廳經營，競爭激烈之下有些業者走向差異化、特色化來做市場區隔，主題咖啡廳因此應運而生。旅遊主題咖啡廳是指能於用餐同時額外吸收或連結到旅行相關的資訊及知識，本研究探討消費者對旅遊主題咖啡廳之體驗行銷、服務品質與滿意度之關聯性並比較受訪者之不同的屬性特質。結果顯示，消費者年齡對旅遊主題咖啡廳之體驗行銷、服務品質與滿意度的單因子變異數分析結果以18歲以下的消費者滿意度最高，顯著高於其他年齡層消費者。在「我對咖啡廳的餐點及飲品的衛生感到滿意」題項，每月消費次數較高的消費者有較高的滿意度。數據顯示「體驗行銷」、「服務品質」與「滿意度」兩兩間均呈現顯著正向相關。情感體驗訴求在於觸動消費者內在的情感與情緒，結果顯示旅遊主題咖啡廳的情感體驗與服務品質有最高的相關性。

Since the business of Tourism Theme Café is booming, this study is to explore the relationship among experimental marketing, service quality and satisfaction level to the customers in Tourism Theme Café. The questionnaire is composed of customer attributes, experimental marketing, service quality, and satisfaction level. The applied statistics methods include reliability analysis, t test, single-factor variable test, and Pearson's r correlation coefficient. It concludes with the following summary: 1. The “age” attribute of consumers contributes most significant difference on the satisfaction level. The youngest segment of the customers is with the highest satisfaction level, against the others. 2. The frequent visiting customers tends to have more care about the safety of food and drink. 3. There are all with positive correlation between each pair among three of experimental marketing, service quality and customer satisfaction. 4. The “feel” dimension of experiential marketing has the high correlation with all five dimensions of service quality. It means “feel” is of the most important dimension of experiential marketing.