體驗行銷、顧客滿意度與顧客忠誠度關係之研究──以臺中市鄉村游泳池為例

A Study of the Relationship among Experiential Marketing, Customer Satisfaction and Customer Loyalty--A Case Study of the Countryside Swimming Pool in Taichung

本研究旨在探討體驗行銷、顧客滿意度與顧客忠誠度之關係。以臺中市鄉村游泳池年滿12歲以上的泳客為研究對象，採立意方式選取樣本，共取得有效問卷353份。以SPSS及AMOS統計軟體評估信度、效度，再以結構方程模式進行結構模式分析。實證結果顯示：（一）情感體驗、行動體驗、關聯體驗會正向影響顧客滿意度（二）顧客滿意度會正向影響顧客忠誠度。（三）體驗行銷會正向影響顧客忠誠度。本研究並以模式推估結論：建議管理者應瞭解體驗行銷的內涵，提出體驗行銷之策略，並具體提供更好的運動體驗環境，從消費者的角度去思考，使其對游泳池整體體驗感受和期待相符合，增加對游泳池的信賴及認同感，才能造就更多忠誠之消費者，以此研究結果供各游泳池業者日後提供服務之參考。

The study is to explore the relationship among experiential marketing ,customer satisfaction and customer loyalty. The study type is based on purposive selective sample, aiming at swimmers of age twelve and above in Taichung Countryside Swimming Pool. There are a total of 353 effective questionnaires collected ,which are then assessed of their validity and reliability by using SPSS and AMOS statistical software ,and followed by a structural equation model to proceed further analysis.The results of the study indicated：(1)emotional experience, mobile experience and related experience have positive influence on customer satisfaction.(2)customer satisfaction has a positive influence on customer loyalty.(3)experiential marketing also has a positive influence on customer loyalty. By using the relationship quality model to examinethe study, the management decision-makers are recommended to be in deep understanding of experiential marketing,thus to offer a related strategy accompanied by a better sport environment which is based on consumer’s point of view ,in order to meet customer’s expectations. This study result, which stresses that more loyal consumers can be built up by winning their deep trust and consent, is provided to the swimming industry as a reference of their future service.