行銷策略與購物環境對顧客滿意度的影響：以IKEA傢俱為例

The Influences of Marketing Strategy and Shopping Environment on Customer Satisfaction

隨著國民所得的提升，消費者的需求也日益增加，傳統家具店已經不僅僅只能是提供產品銷售賣場，更是需要打造良好的賣場氣氛提供給消費者體驗。本研究以IKEA傢俱為例，為了提供給顧客良好的體驗環境，IKEA傢俱打造了專屬的空間讓消費者進行體驗，目的就是讓消費者能夠投入在良好的購物氣氛中，提升顧客的滿意度。本研究以問卷調查的方式對曾經到訪過IKEA傢俱的消費者進行便利抽樣，探討IKEA傢俱購物環境與行銷策略對顧客滿意度的影響之研究。

With the improvement of national income, the demand of consumers is also increasing. Traditional furniture stores have not only provided product sales and sales, but also needed to create a good store atmosphere to provide consumers with experience. This study IKEA as an example. In order to provide customers with a good experience environment, IKEA has created a dedicated space for consumers to experience. The purpose is to enable consumers to immerse in a good shopping atmosphere and improve customer satisfaction. In this study, a sample of consumers who have visited IKEA was sampled in a questionnaire survey to explore the impact of IKEA's marketing strategies and shopping environments on customer satisfaction.