近年來，餐飲業的競爭日趨激烈，而多半餐飲業者於顧客保留之應用多半僅止於建立會員制度、發放優惠券等，當多數餐廳都採取相似的手段，使得顧客未能產生強烈誘因重複消費，成效相當有限。同時，大多餐飲業者未能有集團的支持，資源相對匱乏的情況下，小企業難以與連鎖餐飲品牌抗衡。
　　本研究採個案研究法，透過深度訪談法分析獲取初級資料，檢視 T 公司的內部組織及顧客忠誠計畫；再者，輔以異業企業的體驗行銷策略分析，加以整理與歸納，作為本研究的體驗策略參考依據。最後透過 STP 分析鎖定目標客群及 T 公司的品牌定位，制定出具體餐飲業顧客保留策略方案。
　　本研究以服務利潤鏈為基礎，透過體驗行銷設計顧客保留策略，同時根據服務缺口模型，檢視 T 公司的服務缺口，為企業內部進行服務品質管理。本研究期望透過體驗行銷，強化顧客的消費體驗，進而使顧客產生對 T 公司忠誠度，進而達到顧客保留之目的。

　These days, the competition in the restaurant service industry has become fierce. Most of the restaurants have established membership systems and issuing coupons for customers for customer retention purpose. While most of the restaurants have adopted similar measures, customers have no incentives for repeat purchases. At the same time, most of the restaurants do not have the support from group company. With relatively scarce resources to leverage, it is difficult for restaurants to compete with chain brands.
　The study adopts the method of case study, obtains primary data through in-depth interview with the owner of company T, and examines the internal organization structure and existed customer loyalty program. Furthermore, the study analyzes the experience marketing strategies of the company in hotel industry as secondary data. Last but not least, STP analysis is used to select the target audience and positioning of Company T for developing customer retention strategy.
　The research is based on the service profit chain, designing customer retention strategies through experience marketing, and examining the service gap of the Company T based on the service gap model. The study hopes to build customer loyalty and further achieve the purpose of customer retention by strengthening the customer's experience through experience marketing.

論文審定書..........................................................................i
致謝誌.................................................................................ii
中文摘要.............................................................................iii
Abstract..............................................................................iv
目錄.....................................................................................1
圖目錄.................................................................................3
表目錄.................................................................................4
第一章　緒論......................................................................5
　第一節　研究背景與動機...............................................5
　第二節　研究目的...........................................................6
　第三節　研究流程...........................................................7
第二章　文獻探討...............................................................8
　第一節　顧客關係管理....................................................8
　第二節　服務利潤鏈......................................................14
　第三節　體驗行銷..........................................................16
　第四節　顧客決策之影響力來源...................................21
　第五節　服務缺口模型..................................................22
　第六節　人物誌..............................................................24
　第七節　承億文旅體驗行銷案例分析............................26
第三章　研究方法..............................................................28
　第一節　個案研究法......................................................28
　第二節　研究個案選擇...................................................29
　第三節　訪談架構..........................................................30
第四章　個案分析..............................................................32
　第一節　個案企業分析...................................................32
　第二節　現有顧客忠誠計劃............................................41
　第三節　公司制度與員工分析........................................42
第五章　顧客保留策略.......................................................45
　第一節　內部顧客管理...................................................45
　第二節　外部顧客保留...................................................49
　第三節　體驗矩陣與規劃...............................................55
第六章　研究結論與限制...................................................59
　第一節　研究結論...........................................................59
　第二節　研究限制...........................................................60

參考文獻..............................................................................62

英文部分
Ang, L. a. B. F., 2006. Customer retention management processes. - a quantitative study. European Journal of Marketing, , Volume 40(1/2), pp. 83-99. .

Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of marketing, 58(3), 53-66.

Bonchek, M. (2015). Why customer gratitude trumps loyalty. Harvard Business Review (digital), October, 19.

Burrell, L., & Gherson, D. (2018). Co-creating the Employee Experience A CONVERSATION WITH DIANE GHERSON, IBM'S HEAD OF HR. HARVARD BUSINESS REVIEW, 96(2), 54-58.

Chapman, C. N., & Milham, R. P. (2006, October). The personas' new clothes: methodological and practical arguments against a popular method. In Proceedings of the human factors and ergonomics society annual meeting (Vol. 50, No. 5, pp. 634-636). Sage CA: Los Angeles, CA: SAGE Publications.

Court, David, Dave Elzinga, Susan Mulder, Ole J . Vetvik. (2009), “The consumer decision journey,” McKinsey Quarterly (3), 1-11.

Detert, J. R., & Burris, E. R. (2016). Can your employees really speak freely. Harvard Business Review, 94(1-2), 80-87.

Grudin, J., & Pruitt, J. (2002, June). Personas, participatory design and product development: An infrastructure for engagement. In Proc. PDC (Vol. 2).

Gupta, S. (2014). Marketing reading: Segmentation and targeting. Core Curriculum Readings Series. Boston: Harvard Business Publishing, 8219.

Gunasekara, M. A. N. P. (2015). A Study on factors Influence Customer Retention towards XYZ Airlines.

Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard business review, 72(2), 164-174.

Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation,
and Control (9th ed.). NJ: Prentice Hall.

Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer. Routledge.

Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50.

Pine, B. Joseph, & James H. Gilmore (1998), “Welcome to the experience economy,” Harvard Business Review, 76, 97-105.

Pruitt, J., & Grudin, J. (2003, June). Personas: practice and theory. In Proceedings of the 2003 conference on Designing for user experiences (pp. 1-15).

Reinartz, W. J., & Kumar, V. (2000). On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing. Journal of marketing, 64(4), 17-35.

Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of retailing, 69(2), 193-215.

Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.

Schmitt, B. (2011). Experience marketing: concepts, frameworks and consumer insights. Foundations and Trends® in Marketing, 5(2), 55-112.

Sunil Gupta, Core Reading: Creating Customer Value, HBP No. 8176 (Boston: Harvard Business Publishing, 2014).

Verhoef, P. C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of marketing, 67(4), 30-45.

Yee, R. W., Yeung, A. C., & Cheng, T. C. E. (2011). The service-profit chain: An empirical analysis in high-contact service industries. International Journal of Production Economics, 130(2), 236-245.


中文部分
Adam M. Brandenburger & Barry J. Nalebuff (1996). 《競合策略：商業運作的真實力量》, 202-209

Kotler, Philip, Hermawan Kartajaya, and Iwan Setiawan. (2017)，行銷4.0：新虛實融合時代贏得顧客的全思維（劉盈君譯），臺北：天下雜誌。

蔡維奇, & 吳姮憓. (2001). 組織服務氣候對服務品質的影響: 以員工正面情緒表達為中介變項. 臺大管理論叢, 12(1), 149-169.

黃俊瑋. (2002). 行動通訊服務市場顧客保留影響因素之探討. 成功大學交通管理科學系學位論文, 1-61.

傅珮雯, 吳基逞, 卓雍然,& 鄭湘凌. 〈用情熱、美學與創意創造體驗—承億文旅〉

音恩, 周海濤, 社會學, 李永賢, 社會學, 張蘅, & 社會學. (2009). 個案研究: 設計與方法. 五南.

潘淑滿（2003）。《質性研究：理論與應用》。台北：心理。

胡幼慧（1996）。〈轉型中的質性研究〉，收錄在胡幼慧編，《質性研究：理論、方法及本土女性研究實例》，頁7-26。台北：巨流。

萬文隆. (2004). 深度訪談在質性研究中的應用. 生活科技教育月刊.

黃國彥. (2000). 教育大辭書：非結構式訪問 Unstructured Interview.
Retrieved from http://terms.naer.edu.tw/detail/1307145/

黃國彥. (2000). 教育大辭書：結構式訪問 Structured Interview.
Retrieved from http://terms.naer.edu.tw/detail/1311603/