中高齡者對養生百香果酥之體驗行銷、顧客滿意度與顧客忠誠度關係之研究──以草屯鎮為例

Study on the Relationship Between Experience Marketing, Customer Satisfaction and Customer Loyalty of Middle-aged Health Passion fruit cake-Taking Caotun Township as an Example

隨著醫療水準提升、食品安全重視及生活品質提高，國人平均壽命呈現驟升趨勢，對於飲食的認知及營養成分要求越來越高，養生食品遂成為目前飲食主流。國內近期掀起養生風潮，因百香果是「水果之王」，內富含的維生素A、維生素C以及膳食纖維，維生素A能幫助維持夜間視力，預防夜盲症等眼睛相關問題，維生素C則可幫助鐵吸收而膳食纖維則是解決便秘的好幫手。本研究應用百香果研發養生百香果酥，以45歲以上的中高齡者為研究對象，結合體驗行銷之策略體驗模組（感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗）、顧客滿意度（產品、信賴、整體滿意度）及顧客忠誠度（口碑行為、推薦行為、再購意願、交叉購買意願）進行問卷量表研擬，經由實物品評體驗進行實測，回收有效樣本338份，藉以暸解養生百香果酥在中高齡者的受訪體驗中，對體驗行銷、滿意度及忠誠度之間的關係，研究顯示：體驗行銷、滿意度與忠誠度各構面間多呈現高度及中度顯著的正相關，另要提升中高齡者的忠誠度，需加強體驗行銷及滿意度，讓顧客在行銷過程中以實際體驗來感動顧客，並提升顧客的滿意度，使顧客在購買產品後，感到滿足。

With the improvement of medical services, food safety and quality of life, the average life expectancy of Chinese people has shown a sharp rise. Growing health consciousness has led health foods become the mainstream of the current diet. Recently, Passion fruit is known as ''King of Fruits'' and is rich in vitamin A, vitamin C, and dietary fiber. Vitamin A can help maintain night vision and prevent eye-related problems such as night blindness. Vitamin C can help iron absorption and dietary fiber is a good helper for constipation. In this study, we developed Passion fruit cake, and the research object is middle-aged person with age over 45 years old. The study combined with the experience marketing module of experience marketing (sensory experience, emotional experience,thinking experience, behavior experience, association experience), customer satisfaction (product, confidence, overall satisfaction) and customer loyalty (word-of-mouth behavior, recommended behavior, repurchase intention, cross-purchase intention). Through our survey, 338 copies of valid samples were collected. We use the users' experience to evaluate the relationship between experience marketing, satisfaction and loyalty for middle-aged people. Our study shows that there is a significant moderate and highly positive correlation between experience marketing, satisfaction and loyalty. To enhance the loyalty of middle-aged people, the study shows it is necessary to strengthen the experience marketing and customer satisfaction. Customers will be satisfied through his/her own real experience and will feel happy and happy after purchasing the products.