服務品質、體驗價值、滿意度及再購意願之關係──以某禮品公司為例

The Relationship among Service Quality, Experience Value, Satisfaction and Repurchase Intention -An Empirical Study of Gift Company

本研究旨在了解禮品公司服務品質與顧客的體驗價值、滿意度、再購意願各變項間之關係。以禮品公司顧客為研究對象，計發出400份問卷，回收有效問卷325份。以多元迴歸分析進行資料分析，結果發現：服務品質對體驗價值、滿意度、再購意願具有顯著影響；體驗價值對滿意度、再購意願具有顯著影響；滿意度對再購意願具有顯著影響。結論：由本研究結果得知禮品公司的服務品質與顧客的體驗價值、滿意度及再購意願有密切關聯。最後提出實務建議，提供禮品公司觀察市場動向、擬定行銷策略時的重要參考。 The study aimed to explore the relationship among service quality, experience value, satisfaction and repurchase intention loyalty of gift company. The study used a questionnaire-based survey by convenient sampling customers of gift company. 400 questionnaires were distributed and 325 valid questionnaires were collected. Following the purpose of the study, multiple regression analysis was taken. Statistical results and findings were concluded as the following: Service quality has positive influence on experience value, satisfaction and repurchase intention. Experience value has positive influence on satisfaction and repurchase intention. Satisfaction has positive influence on repurchase intention. The service quality of gift company has significant correlation on experience value, satisfaction and repurchase intention. Finally, according to the research results, this study proposed some suggestions could help improve future planning of marketing, strategies for the gift company.