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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/35043
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/35043

    Title: 顧客體驗與體驗品質之概念性研究
    A Conceptual Model of Customer Experiences and Experience Quality: The Service Setting and The Customer's Perspective
    Authors: 張婷玥
    Contributors: 洪順慶
    Horing, Shum-Ching
    Keywords: 顧客體驗
    customer experiences
    experience quality
    experience economy
    experiential marketing
    Date: 2005
    Issue Date: 2009-09-18 13:38:46 (UTC+8)
    Abstract: 在今日,有愈來愈多的顧客、經理人與學者開始了解體驗的重要性。對顧客來說,他們不再只是消費產品或服務,他們開始重視置身於商店時,所感受到的體驗感,並且顧客也願意花錢購買體驗。對管理者來說,他們致力於營造觸動人心與具吸引力的體驗,並嘗試全面地管理顧客與公司接觸的每一項體驗。從學者的觀點來看,認為體驗是一種經濟商品,消費體驗是可以被企業塑造的,學者們指出經濟的重心開始轉移為體驗,這呼應了正在蓬勃發展的體驗產業。

    Today, more and more customers, managers and scholars have become aware of the importance of experiences, which are characterized as satisfying customers’ psychic or personal needs. For customers, they are not merely consuming products or services. They care more about the experiences, which are provided by the stores, and they are willing to pay for experiences. As for managers, they have made more efforts to create touching and attractive experiences for customers, manage customers’ experiential journey with the companies, or even charge for experiences. For academic researchers, they view experiences as distinct economic offerings, which are different from goods and services. They believe that the focus of the economy has been transferred into experience (Pine and Gilmore, 1998, 1999; Schmitt, 1999; O’Sullivan and Spangler, 1998) and experience industries are rising (Toffler, 1970, O’Sullivan and Spangler, 1998).

    This study focuses on exploring the emotional aspects of customers’ experiences underlying the context of deliberately designed service settings. Two research objects are approached in this study. First, this research comprehensively explores the essence of customer experiences from the customer’s perspective. A qualitative study is conducted to find out the elements that constitute customers’ experiences, and a conceptual model that describes what is customer experience is thereby proposed. In this model, customer experience is made up of five elements (dimensions): the customers themselves and customers’ interactions with physical surroundings, service providers, other customers, and companions.

    Second, this research attempts to probe customers’ emotional perceptions of experience quality and to develop an instrument to measure this construct. This research clarifies the concept of experience quality by reviewing the literature, conducting qualitative studies, performing a procedure of scale development, testing the relative importance of dimensions, and examining the relationship among experience quality, customer satisfaction and loyalty. The findings verify that experience quality, as a higher-order construct, is made up five first-order constructs, which are demonstrated in the result of the qualitative study. The result of this research also reveals that experience quality has positive effect on customer satisfaction and loyalty. Relevant discussion of applications, future research, and limitations are also provided in the conclusion.
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