爵士酒吧之消費者生活型態、體驗行銷與滿意度關係之研究

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题名:	爵士酒吧之消費者生活型態、體驗行銷與滿意度關係之研究 A study on the relationship among customer’s life style, experiential marketing and customer satisfaction in jazz bar.
作者:	黃奕榮 Huang, Yi-Jung
贡献者:	觀光事業學系
关键词:	爵士酒吧生活型態體驗行銷滿意度三因子理論 jazz bar life style experiential marketing three-factor theory of customer satisfaction
日期:	2009-06
上传时间:	2014-05-30 15:27:48 (UTC+8)
摘要:	對於藝術表演行銷人員而言觀眾是相當重要的，爵士樂行銷者要去分辨、預期、並且滿足爵士樂消費者的需求是極度困難的。另外表演藝術活動的本質，不只是在於音樂或是演出者而已，而是一種體驗。本研究將焦點擺在爵士酒吧裡消費者生活型態、樂團現場表演與周邊產品服務所組成的一個消費者體驗以及滿意度三因子理論。瞭解爵士酒吧(Jazz bar)裡的消費者之生活型態，並藉由生活型態的差異來探討不同生活型態之消費者的滿意度因子有無差異。接著檢視不同生活型態與策略體驗模組裡不同體驗形式的關係。本研究採取問卷調查法，問卷可分成四部分，包含生活型態、體驗行銷、滿意度、填答者的個人基本資料之問卷，發放地點為位於台北市的藍調爵士酒吧。分析軟體將使用SPSS。本研究之結果為：一、爵士酒吧消費者生活型態集群不同，其滿意度也不同。二、生活型態會對消費者所感受到體驗形式有影響。三、體驗行銷會影響消費者滿意度。 For the performing arts marketer, audience is very importance, it is extremely difficult for jazz music marketer to identify, expect and satisfy the needs of jazz music customer. Specially, the nature of performing arts is not the music and performer, it is experience. This study focused on the life style of customers, live band performance and peripheral product and service of jazz bar and the three-factor theory of customer satisfaction. Understanding the life style of jazz bar customer, and using it to discover is there a difference on the satisfaction factors between the customers of different life style segment. And then survey the relation of different life styles and the strategic experiential modules. Questionnaire survey is the approach used for collecting information, and the questionnaire divides into four parts, including life style, experiential marketing, satisfaction and demographic description. The sampling was started in Blue Note Jazz Bar, after the data collected SPSS 12.0 is used for the data analysis. The study findings are: (1) We can find the difference on jazz bar customer’s satisfaction between different life style clusters. (2) Life style will influence the experiential form of customer. (3) Experiential marketing will affects the customer’s satisfaction.
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