在這快速變遷的高度競爭時代，感性行銷是現代企業發展的趨勢，也是促使企業適應世界潮流的經營法則。由於台灣目前社會型態的改變，托嬰中心如雨後春筍般因應而生，我們如何以感性行銷，營造情感認同，打動人心，來提高顧客滿意度，讓企業點石成金，創造出企業的多元價值，達到托嬰中心穩定收托、永續經營的願景，這絕對是托嬰中心致勝的關鍵。本研究將感性行銷加入顧客滿意度，探討感性行銷是否透過顧客滿意度，進而提高顧客忠誠、合作、參與等自發行為。本研究以台灣地區托嬰中心為研究對象，採問卷調查方式進行，共回收225份有效樣本，
進行資料分析。研究結果發現：1.感性行銷與顧客自發行為呈正向關係2.顧客滿意度對感性行銷與顧客自發行為之間具有中介效果。此分析結果可為托嬰業者在企業行銷方面注入創新與感性，為企業找出產品品質、價格以外的決勝契機，且提供相關教育與企業單位與後續研究者之建議。
In this ever-changing world, emotional marketing is not only the trend of modern en-terprise development, it’s also a fundamental management principle in today’s highly competitive and fast evolving business world. Due to changes in social pattern in Tai-wan, there has been an increase in demand for infant care centers throughout. The key to a successful and sustainable childcare facility includes several factors such as per-ceptual marketing, building emotional identity, improving customer satisfaction, en-terprise Midas touch, and multi business values. In this study, emotional marketing was added to customer satisfaction to explore whether emotional marketing can be an ef-fective way to improve customer loyalty, cooperation, and participation. During the study, a total of 225 valid samples were collected for analysis through a questionnaire. The results showed: 1. There is a positive relation between emotional marketing and voluntary customer performance; 2. Customer satisfaction serves as an effective inter-mediary between emotional marketing and voluntary customer performance. The re-sults of the finding can help childcare operators further develop innovative and suc-cessful business opportunities and provide valuable suggestions to other business enti-ties and subsequent researchers.
