体验营销、感知价值与顾客忠诚度关系研究——基于休闲度假酒店的经验证据

Research on Experience Marketing,Perceived Value and Customer Loyalty——Based on the Relax Resort Hotel Experience

针对目前对体验营销、感知价值与顾客忠诚度关系还缺乏系统研究的问题,利用调查问卷数据对所构建的关于酒店体验营销、感知价值与顾客忠诚度关系的概念模型进行实证检验,发现不仅体验营销(包括感官体验、情感体验、思考体验、行动体验以及关联体验)正向显著影响感知价值,体验营销与感知价值(包括感知质量、感知服务和感知品牌形象)对顾客忠诚度也具有显著的正向影响。

By building a concept model of hotel experience marketing, perceived value and customer loyalty, this paper, exploring empirical data, has examined the relationship among the Experience Marketing of Relax Resort Hotel, Perceived Value, and Customer Loyalty, found that Experi- ence Marketing, which including sensory experience, emotional experience, thinking and experience, experience experience and association experience, has a significant positive influence on perceived value; Experience Marketing and Perceived Value,which including perceived quality, per- ceived service and brand image perception, also has a significant positive effects on Customer Loyalty.