體驗行銷、品牌形象與顧客滿意度關聯研究－－以IKEA為例

Relationships among experiential marketing, brand image and customer satisfaction- Case of IKEA Taiwan

近幾年體驗行銷已成為一種趨勢，人們的消費型態也漸漸的改變，現今的消費者購買商品不再是著重產品的特性、功能、品質，而是在消費的過程中所感受到的消費體驗。為客戶提供獨特而難忘的體驗，建立積極的客戶品牌關係已成為品牌經理面臨的主要挑戰之一。本文採驗證性方法旨在探討「體驗行銷」、「品牌形象」與「顧客滿意度」之間的關聯性。研究目的為：瞭解目前IKEA在體驗行銷上的運用、「體驗行銷」對「品牌形象」及「顧客滿意度」的影響性及品牌形象在體驗行銷與顧客滿意度之間的中介效果。研究發現就個別變項的解釋量而言，以「關聯體驗」層面的預測力最佳，其餘依次為「感官體驗」「思考體驗」「情感體驗」層面，品牌形象則是扮演部分中介效果。 Experiential marketing has become a trend recently, and people's consumption patterns are gradually changing. Today's consumers are no longer paying attention to the characteristics, functions and quality of products, but the consumption experience they feel during the process of shopping. Providing a unique and memorable experience for our customers and building a positive customer brand relationship has become one of the main challenges facing brand managers. This paper conducts an empirical study to explore the relationship between “experience marketing”, “brand image” and “customer satisfaction”. The purpose of the research is to understand the current IKEA application in experiential marketing, the impact of ''experience marketing'' on ''brand image'' and ''customer satisfaction'', and the mediation effect of brand image on experiential marketing and customer satisfaction. The study found that in terms of the interpretation of individual variables, the predictive power at the ''associated experience'' level is the best. The rest are ''sensory experience'', ''thinking experience'' and ''emotional experience''. Brand image is playing a part of the intermediary effect.