中高齡者健康食品之體驗，行銷對顧客滿意度與顧客忠誠度相關研究──以里仁養生紅藜棒為例

"A Study on the Relationship among Experiential Marketing, Customer Satisfaction and Customer Loyalty of Middle-aged Healthy Food–A Case Study of The Leezen Quinoa Biscuits"

近年來國人健康意識抬頭，倡導五穀雜糧養生蔚為風潮，中高齡者普遍重視食療與保健。臺灣特有種「紅藜」因具有高營養價值，成為養生界新寵。本研究藉由里仁養生紅藜棒，進行中高齡者之體驗行銷(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(產品滿意、服務滿意、品牌滿意、整體滿意)及顧客忠誠度(口碑、推薦、再購意願、價格容忍度、交叉購買意願)的認知、變項間差異性及相關性探討。本研究以實物品評體驗之方式進行研究，採行立意取樣施測問卷，回收有效樣本共計397份。結果發現1.中高齡者對於紅藜(棒)有著高度評價，相信其對養生有一定的助益；2.「居住情形」、「職業」、「飲食習慣」、「宗教信仰」為影響中高齡者對於紅藜(棒)的認知與食用習慣的主因；3.體驗行銷量表及其各構面與滿意度具有高度相關性，指出體驗行銷之良窳直接影響顧客滿意度；4.體驗行銷量表及其各構面與忠誠度具有中高度相關性，顯示體驗行銷良窳會左右顧客忠誠度；5.顧客滿意度及其各構面與忠誠度具有高度相關性，揭櫫滿意度深切影響顧客忠誠度。研究者將就研究分析結果，提出以下建議：1.基於中高齡者對於紅藜(棒)有著高度評價，企業可建立網絡以行銷產品，提升宣傳效果；2.針對「居住情形」、「職業」、「飲食習慣」、「宗教信仰」等不同族群研發多元風味的養生紅藜棒，更可添加適當的營養素來提昇其養生機能，以期更貼近中高齡者的需求；3.擴大體驗對象及範圍，建立產品良好形象，以提升顧客滿意度及顧客忠誠度。以上希望能提供給企業對本產品行銷之參考。

"Recently, there has been a rapid increase in people’s health awareness and an emerging trend of preserving health by eating whole grains. Middle-aged and elderly people generally pay more attention to dietary therapy and health care. Taiwanese endemic specie ""Red Quinoa"" has become the new favorite of the regimen because of its high nutritional value. This study takes“Leezen Red Quinoa Biscuits”as the research product, and the research subjects are people in their middle-aged (over 45 years old). The study is designed to explore the correlation of“Experiential marketing”(sense, feel, think, act, relate),“Customer satisfaction”(product, service, brand, overall) and“Customer loyalty”(WOM, recommendation, repurchase intention, price tolerance, cross-buying intention). This study uses sensory evaluation as an approach and 397 copies of valid samples are collected. The results found that 1. The middle-aged and elderly people give a high appraisal of the red quinoa (stick), and believe that it is beneficial to health 2. Elders from different backgrounds which include living situations, occupations, eating habits, and religious, have significant differences in the three scales. 3. The correlation between“Experiential marketing”and“Customer satisfaction”is highly positive,. 4. The correlation between“Experiential marketing”and“Customer loyalty”is positive. 5. The correlation between“Customer satisfaction”and“Customer loyalty”is highly positive.Practical suggestions will be provided based on the results and analysis of this research:1. Based on the high appraisal of red quinoa (stick) by middle-aged and elderly people, companies can advertise the products by internet to improve popularity; 2. To cater to people from different“living situation”,“occupation”,“Dietary habits”,“Religious beliefs”and backgrounds, develop multi-flavored health-preserving red quinoa sticks. In addition, adding appropriate nutriment to enhance product’s nutritional value in order to closely meet the needs of middle-aged and elderly people; 3. Expand target customers’pool with experiential marketing to establish a good image of products and enhance customer satisfaction and customer loyalty. Hopefully, this research can provide the company with some marketing insights that have business impacts."