消費者旅程設計對顧客忠誠度探討-以手機實體通路體驗為例

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Title:	消費者旅程設計對顧客忠誠度探討-以手機實體通路體驗為例 A Discussion on Customer Loyalty in Consumer Journey Design:Take Mobile Physical Channel Experience as an Example
Authors:	蔡育輔
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	消費者旅程品牌經驗體驗品質消費者忠誠度 consumer journey brand experience experience quality customer loyalty
Date:	2022
Issue Date:	2023-06-13 14:05:07 (UTC+8)
Abstract:	消費者旅程為消費者接受到產品訊息後引發探索的需求，踏入門市了解產品規格，並開始衡量是否切合自身需求，若是自己的需求在該品牌產品本身提供給消費者很好的感受，就會進而會影響消費者的認知，最後進而進行購買動作，不管是否購買成功與否，好的品牌經驗與顧客的忠誠度是有相當大的關係。本研究便是以消費者旅程設計作為研究動機，嘗試從過去學者所提出的理論瞭解在消費者旅程中影響消費者忠誠度的因素，配合問卷調查來證實本研究假設，目的爲探討實體通路的品牌體驗在消費者旅程中與消費者忠誠度的關係有何影響，且嘗試瞭解成功的消費者旅程設計之中，好的體驗品質使得消費者互動性上呈現較好的品牌體驗導致較高的消費者忠誠度。 The consumer journey triggers the need for exploration after consumers receive the product information. Step City understands the product specifications and begins to determine whether it meets their own needs. If their own needs are provided by the brand's products to consumers, it will be longer. The gown will affect the consumer's perception. The last gown is purchased. Regardless of whether the purchase is successful or not, a good brand experience has a considerable relationship with customer loyalty. This study uses consumer journey design as the research motivation, trying to study the factors that influence consumer loyalty in the consumer journey from the theoretical research put forward by scholars in the past, and conduct a questionnaire survey to confirm the hypothesis of this research. The purpose is to explore the brand delivered by entities.What is the impact of experience on the relationship between consumer journey and consumer loyalty, and try to understand that in successful consumer journey design, good experience quality enables consumers to present a better brand experience in interaction and lead to higher consumption loyalty.
Appears in Collections:	[Master of Science in marketing ] Thesis

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