百貨公司專櫃的品牌形象、知覺品質、體驗行銷與 顧客滿意度關係之研究－以香奈兒化妝品爲例

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Title:	百貨公司專櫃的品牌形象、知覺品質、體驗行銷與顧客滿意度關係之研究－以香奈兒化妝品爲例 The Research on the relationship between brand image, perceived quality, experiential marketing and customer satisfaction of counters in department stores – taking Chanel cosmetics as an example
Authors:	蔡欣諭
Contributors:	國際企業管理學系
Keywords:	品牌形象知覺品質體驗行銷顧客滿意度 brand image perceived quality experiential marketing customer satisfaction
Date:	2023
Issue Date:	2024-03-07 13:20:15 (UTC+8)
Abstract:	顧客滿意度可以維持企業顧客之間的聯繫，讓顧客有較高的再購意願(葉凱莉、喬友慶，2001)；顧客滿意度是企業與其他業者獲取利益的競爭利器，因此有較高顧客滿意度的公司會維持較久競爭優勢(Kotler, 1991)。隨者時代改變，人們對於生活品質方面越發重視，也越來越多人開始注重自己的外表，因此在美妝保養上，總是費盡心思的去尋找適合自己的品牌；根據以往探討體驗行銷、品牌形象與顧客滿意度之間關係的研究眾多，但極少數以零售產業內的百貨公司專櫃作為研究，研究方向從購買的角度來看，以顧客對於品牌認知、商品品質、人員服務、體驗過程的角度進行探討，因此本研究主題圍繞在百貨公司專櫃之香奈兒化妝品的現有顧客，對於品牌形象、知覺品質、體驗行銷與顧客滿意度關係之研究。本研究採用問卷調查法，並透過網路問卷隨機抽樣，針對臺北市地區一年內曾在百貨公司之香奈兒化妝品專櫃消費或產品體驗之消費者，共回收363份問卷。研究解果顯示：顧客對於香奈兒化妝品之品牌形象、知覺品質、體驗行銷對顧客滿意度具有顯著相關，其中以β值數來看，體驗行銷的(β值.411，p<.001)影響顧客滿意度最大；說明該數值越高能夠影響的滿意度就越高。 Customer satisfaction can maintain the relationship between corporate customers and make customers have a higher willingness to repurchase (Kai-li Ye and You-qing Qiao, 2001); customer satisfaction is a competitive weapon for companies and other businesses to obtain benefits, so there is a high customer satisfaction companies will maintain a long-term competitive advantage (Kotler, 1991). With the change of the times, people pay more and more attention to the quality of life, and more and more people start to pay attention to their appearance. Therefore, when it comes to beauty care, they always try their best to find a brand that suits them; according to the past discussions on experience marketing There are many studies on the relationship between brand image and customer satisfaction, but very few of them focus on department store counters in the retail industry. Therefore, the subject of this study is to study the relationship between brand image, perceived quality, experiential marketing and customer satisfaction among existing customers of Chanel cosmetics in department store counters. This study adopts the questionnaire survey method and random sampling through online questionnaires. A total of 363 questionnaires were collected from consumers who have spent or experienced product experience at Chanel cosmetics counters, department stores in Taipei City within one year. The results of the research show that customers have a significant correlation with the brand image, perceived quality, and experience marketing of Chanel cosmetics on customer satisfaction. Among them, in terms of β value, experience marketing (β value.411, p<.001) affects customers Satisfaction is the largest; It shows that the higher the value is, the higher the degree of satisfaction will be.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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