体验营销对顾客满意度影响的探索性研究-以星巴克为例(精).doc

精品范文模板 可修改删除撰写人：___________日 期：___________学 科 门 类经济学 专 业 名 称 国际贸易学学院（系、所） 经济学院指 导 教 师江虹 教授分类号学校代码 10590 U D C 密 级深圳大学硕士学位论文体验营销对顾客满意度影响的探索性研究——以星巴克为例许 小 瑜体验营销对顾客满意度影响的探索性研究－以星巴克为例摘 要进入二十一世纪以来,经济演进的过程随着消费形态的改变而改变，从过去的农业经济、工业经济、服务经济转变至体验经济时代消费者的体验需求促进了体验经济的到来，产品差异化的消失使得体验成为提升产品价值的有效方式人们在消费过程中不仅仅注重产品或服务所带来的功能上的利益，更重视在这个过程中所获得的符合自己心理需要和情趣偏好的特定感受在体验经济时代的背景下，有学者提出“体验营销”的概念，认为在产品成本、价格策略、技术和服务手段都已经趋同的竞争环境下，谁能创造独一无二的体验，谁就成为行业里最具有竞争力的企业目前，越来越多的企业针对自己的产品、服务以及消费者的体验，综合运用各种新的体验式营销理念、手段和方法，对企业营销进行体验式设计，体验营销开始在一些行业大行其道。

这些抢先运用体验营销的企业打动了消费者心，在市场竞争中树立了竞争优势，而星巴克就是其中的典范本研究旨在探讨体验营销与顾客满意度之关系，编制“星巴克体验营销调查问卷”为研究工具，以星巴克消费者为对象，进行简单随机抽样，共发出300份问卷，有效问卷为 242份，使用 SPSS软件运算，通过描述统计、T 检定、单因子方差分析、皮尔逊相关、逐步多元回归分析等方法进行分析，获得下列几项结论：（1）体验策略模组对顾客满意度均呈显著正相关关系2）不同年龄、学历、职业的消费者在体验营销策略模组上存在显著差异3）不同学历、收入的消费者在顾客满意度上存在显著差异4）体验策略模组中，消费者对感官体验的感受程度最高，对行动体验的感受程度最低最后，以伯德•施密特提出的体验营销管理战略模组为理论基础，文章对咖啡店如何通过体验营销来培养顾客满意度提出建议关键词：体验营销；顾客满意度；体验策略模组The explore study over the impact of experiential marketing on customer satisfaction- an example of StarbucksAbstractSince the beginning of the 21st century, with the changing of the consumption shapes, the economy has evolved from agriculture economy, industry economy, and service economy to experience economy. Consumers’ experiential demand promotes the arrival of experiential economy. The disappearance of products’ difference makes experience become the effective way to promote the value of products. People pay more attention to their own psychology’s needs and interest partiality than the products' functionally in the course of consuming. At experiential economy, some scholars point out the concept “experiential marketing”. They argue that under the competitive circumstance that goods cost, price strategy, technology and service incline to be the same, those who create the unique experience he can be the most competitive enterprise in his field.Nowadays more and more experience corporations use all kinds of experience marketing concepts and approaches to design their marketing strategies according to the experience of their products, service and customers，so experience marketing is spreading across some fields customers quickly. While the corporations who use experience marketing earlier than others have gained competition use experience marketing early than other won the heart of customers gained competition advantages. Starbucks is an apotheosis among them.The research aims at probing into the relationship of experiential marketing and customer satisfaction; this research devised Starbucks Experiential Marketing questionnaires, and used it for this research’s tool, Send out 300 questionnaires altogether, and analysis 242 qualified program counter storage with SPSS by statistic analysis including descriptive, T-Test, one-way ANOVA, Pearson product-moment correlation, Stepwise regression. The results indicate the following several conclusions:（1） Five strategic experiential modules all exert remarkable influence on thecustomer satisfaction.（2） Different age, and occupation the educational background show remarkabledifference in strategic experiential modules（3） Different educational background, salary show remarkable difference in customersatisfaction.（4） In strategic experiential modules, the highest degree of feeling was “Sensoryexperience”; the lowest degree is “acting experience”.Finally, the article gives some suggestion to coffee shop on how to use experiential marketing to foster customers’ satisfactory degree，based on the theory of experience marketing modules created by Bernd H. Schmitt。

Key words: experiential marketing; customer satisfaction; SEMs目录摘 要........................................................ I Abstract .................................................... II目录.......................................................... 1第一章 绪论.................................................. 11.1 研究背景与动机..................................................................................... 11.2研究意义和目的...................................................................................... 21.3 研究对象................................................................................................. 31.4研究框架.................................................................................................. 3第二章 理论基础与文献综述..................................... 52.1体验经济.................................................................................................. 52.2体验营销理论.......................................................................................... 72.3顾客满意度............................................................................................ 122.4顾客满意度的衡量................................................................................ 142.5 体验营销与顾客满意度之间的关系.................................................. 16第三章 研究设计与方法........................................ 183.1研究构思与假设...。