本研究旨在以體驗行銷觀點探討顧客體驗與滿意度之關係。證券市場可說是一國經濟發展的櫥窗，可以代表一個國家整體經濟景氣的先行指標，為了因應國際自由市場的競爭，證券商必須找出其個別之利基點進而發展出其合適的經營及競爭策略。本研究將進一步探究證券商消費者所重視之體驗行銷形式以及不同體驗行銷形式對顧客滿意度之影響。
本問卷共發放正式問卷650份，網路問卷400份，現地發放250份，共回收613份問卷，刪除無效之問卷後，有效問卷為392份，無效問卷為221份，有效回收率為63.9％。
在研究中發現，對於交易者而言若能提升交易過程的體驗則會增加顧客的滿意度。對於願意花費更多時間來投入不同交易模式或是平台的投資人，藉由不同的體驗模式就可以增加顧客的滿意度，重要的是可以有助於推廣證商所推出之各項衍生性商品或是吸引不同族群的參與。
因此，證券更應該將投資者進行分類，針對主要族群來提供特定之行銷內容，各券商除了共同平台的建立外，更應該尋找不同的利基市場，強調本身所提供服務的差異性或獨特性，使得證券商即使在相同的整合平台依然能夠從競爭中脫穎而出。
The purpose of the study was aimed to discuss the relationship among experien-tial marketing, customer's experience, and customer satisfaction. Securities market plays a leading index in a nation’s overall economy. In order to be responsive to the competition in a free international market, securities firms have to find out their niche and to develop suitable management and competitive strategies. Furthermore, the study was to explore the experiential marketing that the customers of securities firms paid attention to, and different forms of experiential marketing’s impact on customer satisfaction.
The total number of the questionnaires distributed was 650, including 400 copies of internet version and 250 copies of paper version. 392 valid questionnaires were re-ceived and response rate was 63.9%.
The research found that customer satisfaction would be enhanced if the experi-ence of transaction process was improved. For those who were willing to invest more time in separate transaction patterns or channels, using different experiential marketing modules would increase customer satisfaction. Most important of all, it was helpful to promote different financial derivatives or attract unlike groups.
Hence, securities firms are responsible for classifying investors and providing specific marketing service to the main group. In addition to the establishment of mutual channel, it was essential for securities firms to discover their niche and focus on their differences and uniqueness. Due to this reason, securities firms still could stand out based on the mutual channel.
