| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 92 === Experiential Marketing is starting to prevail in these years, and influencing the development of the franchise-bookstore industry. To recapture the customers by creating an all-new shopping environment different from the traditional one, the large chain bookstores in Taiwan not only refine their salesrooms, but also hold various speeches and exhibitions. However, with the limited resources of the corporations, it is impossible for the industrialists to invest huge amount of money in all services. So, for promoting consumption, the most important thing is that finding the critical quality attributes, and then providing customers with the abundant critical quality attributes.
This study applies Kano′s model to classify the quality attributes as must-be quality, one-dimensional quality, attractive quality, indifferent quality and reverse quality. The results of this study show that (1) 9 items are classified as attractive quality, 11 items are classified as one-dimensional quality and 15 items are classified as indifferent quality. There are not any must-be quality and reverse quality. (2) There are statistically significant differences between customers with different demographics for some quality attributes. (3) This study uses Matzler and Hinterhuber′s quality improvement index to calculate the extent of satisfaction and extent of dissatisfaction. (4) According to the result of this study, the author advances the conservative marketing strategy and active marketing strategy.
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