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    Please use this identifier to cite or link to this item: http://chur.chu.edu.tw/handle/987654321/28886


    Title: 糕餅業轉型體驗行銷之重要性與滿意度分析—以裕珍馨為例
    Authors: 徐子光
    Hsu, Tzu-Kuang
    Contributors: 國際企業學系
    International Business
    Keywords: 體驗行銷;重要績效缺口分析;滿意度
    Experiential marketing;Importance-performance & gap analysis;satisfaction
    Date: 2013
    Issue Date: 2014-06-27 00:11:39 (UTC+8)
    Abstract: 本研究研究目的欲利用重要性-績效缺口分析 (IPGA) 來衡量消費者對糕餅業轉型體驗行銷之重要性與滿意度分析，作為糕餅業資源重新分配的依據。在研究設計方面，以Schmitt(1999)五種策略體驗模組為理論基礎，進行問卷設計，以裕珍馨之消費顧客為對象進行問卷調查，有效回收問卷320份。本研究結果顯示，在30個體驗行銷題項中，有13個項目是主要待改善因素，其中感官4項、情感3項、思考3項、行動3項，其中感官方面的「門市提供免費且足夠的購物停車空間」、「商品品質佳」、「商品價格合理」是最需優先改善的體驗項目。
    The purpose of this research is to explore the important and satisfaction analysis of experiential marketing in traditional bakery industry by using Importance-Performance and Gap Analysis ( IPGA) model. The concept of experiential marketing is according
    Appears in Collections:[Department of International Business] Journal Articles

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