A study of the Relationships among Customer Experience, Consumption Value, Satisfaction, and Word-of-mouth Communication

• Main Authors: Chuang, Fan Yi, 莊凡儀
• Other Authors: Lee, Lomg Yuan
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/96786862914780150290

碩士 === 正修科技大學 === 運動健康與休閒所 === 101 === The purpose of this study was to examine the relationship between customer consumption experience and satisfaction. Second, this study examined the relationships among consumption value, customer satisfaction, and word-of-mouth communication. In addition, to explore the consumption value as a moderator this study further examined the impact of consumption value on the relationship of customer experience and satisfaction. Data was collected through survey questionnaires from consumers in a private resort hotel in southern Taiwan. A purposive sampling method was used to collect data from subjects over 18 years old with at least one stay experience in the past year. A total of 422 questionnaires were distributed, 378 questionnaires were considered as effective for data analysis after sorting out 44 invalid ones. Data was analyzed by utilizing SPSS 15.0 for Windows statistical software. The results supported all the hypotheses: customer experience positively affected satisfaction; customer satisfaction positively affected word-of-mouth communication; consumption values positively affected word-of-mouth communication; and consumption value has a moderate effect on the relationship between customer experience and satisfaction. Discussions and suggestions for marketing management implication were provided.