The Relationships among Marketing Mix Strategies, Consumers' Perceived Value and Post-Purchase Behavior - Take Xiaoliuqiu B&B Visitors for Example

• Main Authors: Hsu, shunte, 徐順得
• Other Authors: Lee, Shengshyong
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/83759380811209107082

碩士 === 國立屏東教育大學 === 生態休閒教育教學碩士學位學程 === 101 === In this study, using Booms & Bitner (1981) proposed for the characteristics of the service industry 7P marketing mix strategies, research services at B & B visitors by marketing mix strategy perceived value to enhance the future of their post-purchase behavior intentions. Lodging of tourists go Xiaoliuqiu study sample, purposive sampling limits visitors need to be aged 18 years old, the survey ended August 21, 2012 to September 10,2012, issued more than 350 copies of the questionnaire recovered the 323 and the proceeds of the survey data using SPSS 19.0 for data analysis. The results are summarized as follows: A.This marketing mix strategy for two dimensions of the customer benefits and the customer cost have a significant positive correlation and most able to predict the process perspective of the customer benefits and the customer cost. B. Marketing mix strategy revisiting willingness visitors, friends and relatives willingness to recommend and network willingness to recommend three dimensions have significant positive correlation visitors revisiting willingness willingness to recommend friends and relatives willingness to recommend and network most able to predict the process perspective. C. Consumers’ perceived value in the visitors revisiting willingness friends and relatives willingness to recommend and network willingness to recommend three dimensions have significant positive correlation dimensions most able to predict the visitors revisiting willingness perceived benefits, willingness to recommend to their friends or loved ones and Internetwillingness to recommend. Basis for research purposes, the course of the study, the research results discussion, the behavior on the the visitors’ perceived value and structure after the marketing mix strategy recommendations provided by the B&B owners, the relevant government departments and future researchers.