品牌形象、體驗行銷、顧客滿意度與顧客忠誠度關聯性之研究——以水花園有機農夫市集為例

A Study on the Relationships among Brand Image, Experiential Marketing, Customer Satisfaction and Customer Loyalty for Water Garden Organic Farmers' Market

農夫市集被視為消費者和農夫直接購買農產品的最好地點。本研究以結構方程式模型探討水花園農夫市集消費者行為模式，採取便利抽樣法獲得之有效問卷160份。結果發現品牌形象對顧客滿意度有正向影響關係；體驗行銷對顧客滿意度有顯著正向影響關係；顧客滿意度對顧客忠誠度有正向影響關係；品牌形象對顧客忠誠度有顯著正向影響關係；體驗行銷對顧客忠誠度有正向影響關係；品牌形象對體驗行銷有顯著正向影響關係。提出以下建議供業者參考：強化信任及永續的品牌形象、增加豐富及多元的體驗活動及持續提供優質的服務。 The Farmers' Market is regarded as the best locations for consumers directly trading with farmers. This study investigates the relationships among brand image, experiential marketing, customer satisfaction and customer loyalty to assess consumers' behavioral pattern. Structural Equation Modle was applied to analyze customers' data collected from 160 questionnaires at Water Garden Organic Farmers' Market. Research findings suggest the following: (1) Brand image had a positive impact on customer satisfaction. (2) Eexperiential marketing had a significant positive impact on customer satisfaction. (3) Customer satisfaction had a positive impact on customer loyalty. (4) Brand image had a significant positive impact on customer loyalty. (5) Eexperiential marketing had a positive impact on customer loyalty. (6) Brand image had a significant positive impact on experiential marketing. Eventually, the outcomes have provided the sellers of farmer's market with suggestions in the future. For example: strengthen the brand image, increase more experiential activities, offer excellent services.