| Summary: | 碩士 === 玄奘大學 === 國際企業學系碩士班 === 99 === The evolutional progress of nowadays economical industry, going along with the change of consumption type, already gets into the era of experience economy from the past agriculture, commodity and service economy. In the past, the studies conducted by scholars show that the service quality will affect satisfaction level and loyalty. The other studies show that the consuming experiences also will cause obvious influences on the satisfaction level and loyalty. However, the aspects of these two studies are always separately conducted, and the few researchers can conduct simultaneously, so that the theory and actual proof are not so complete. This study focuses on “service quality” and “consuming experience.” Through questionnaires to survey the customers, the consuming experience does have additional explanation capability for satisfaction level and loyalty when the service quality is under consideration. After analyzing and researching, it is expected that the conclusion can be provided for the business usage, and the reference of follow-up study of scholars.
This study utilizes the data analyzing research methods of trust level analysis, factor analysis and regression analysis to study the influence of consumtion experience effect. 350 copies of questionnaires are released to the over 18-year-old customers in Taipei, Tou-yen, Hsin-chu and Miao-li areas, and 295 copies are returned. After sifting out 30 null copies, there are 265 valid copies and the valid questionnaire retrieving rate is up to 75.7%. After researching and analyzing these questionnaires, the followings are found:
1. The result of service quality: the better the quality is, satisfaction level is better, and the more trust is gotten to the customers. This will generate more loyal customers who are willing to purchase continuously and to speak the positive public praise.
2. The proprietors, considering service quality, can raise their customer’s satisfaction level by improving the consumtion experience, and so as to indirectly raise the customer’s loyalty.
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