近年來，消費者的需求認知從過去的理性決策判斷已有慢慢轉移情感的需求，也更願意多投入多一些價格去得到更佳的品質及情感的滿足心理感受。而重視消費者的體驗感受，也成為企業爭取競爭優勢的關鍵因素之一。本研究主要是探討體驗行銷、品牌形象和顧客滿意度、忠誠度之間的關係。本研究以全球知名的Haagen-Dazs哈根達斯冰淇淋在台灣已成功發展17年為研究母體，對其建立的品牌形象及對顧客的體驗上與顧客滿意度、忠誠度的關聯性研究，以台灣地區有去過Haagen-Dazs哈根達斯冰淇淋直營店的消費者，採便利抽樣方式發放問卷並以質性焦點訪談的方式做一關聯性的研究。對360份有效問卷做了統計分析，研究的方法採用SPSS分析軟體進行實證分析，首先以因素分析與信度檢定萃取各構面的主要因素、並以相關分析、回歸分析、多變量分析去印證模型各個變數之間的相互關係。
透過量化與質化的研究結果可得到本研究的五大結論:一、體驗行銷(策略體驗模組)對品牌形象、顧客滿意度、忠誠度均有顯著影響關係，而需首重情感體驗行銷著手，會對品牌形象、顧客滿意度、忠誠度更有直接相關。二、哈根達斯在品牌形象中，滿足內心的自我價值的象徵性會大於產品本身的功能性，而且會與顧客滿意度、忠誠度有影響關係。三、顧客滿意度與顧客忠誠度有高度相關。四、哈根達斯忠誠度在自行重覆購買的行為會高於推薦他人使用的忠誠度行為。五、人口統計變項對體驗行銷(策略體驗模組)、品牌形象、顧客滿意度、顧客忠誠度有顯著差異性。另外，透過本研究的實證結果，提出下列幾點建議給予台灣哈達斯業者參考：加強情感體驗行銷、保持頂級品牌形象、加強年輕學生的培養、會員卡的推薦獎勵、進駐直營店到中南部主要城市及街道。

In recent years, customer demand cognitive judament from rational decision-making in the past has gradually shifted the emotional needs of consumers.Whereby, consumers are more willing to invest in price to get better quality and emotional satisfaction of psychological feelings.Consummer experiences and feelings have become one of the key factors in competitive advantage.This study investiagates the relationship between experiential marketing, brand image, comsumer satisfaction and consumer loyalty. This study examines the world-renowned Haagen-Dazs ice cream that is successfully establish in Taiwan for 17 years through its brand image,cosumer experience, consumer satisfaction and consumer loyalty. Correlation study based on questionnaires and qualitative focus interviews will be adopted through the consumers in Haggen-Dazs ice cream outlets in Taiwan.The 360 questionnaires will be analyzed through SPSS analysis software to gain the empirical results. Factor analysis and reliability test will be used to see the dimensions of the empirical results. Correlation, regression and multivariate analysis will prove the relationship between the variables.
Five conclusions can be obtained through quantitative and qualitative findings in this study. First experiential marketing, brand inage, consumer satisfaction and consumer loyalty have a significant impact on the relationship between constomer satisfaction and customer loyalty. Third, customer satisfaction and customer loyalty are highly correlated. Fourth, Haagen-Dazs self purchase behavior will be higher than recommended purchasing behavior. Lastly, experiential marketing, brand image, cosumer satisfaction and consumer loyalty are impacted by the demographic population. The empirical results of the study also recommend to reference Taiwan Haagen-Dazs：Strengthen the marketing emotional experience; maintain a top brand image；stenghem the culture of young students； award membership cards； and station outlets in south-central citises or streets.

壹、 中文部份
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2. 吳萬益(2011)著，企業研究方法，台北,華泰文化。
3. 卓俊豪(2011)，品牌形象、知覺價值與顧客滿意度及品牌忠誠度關係之研究-以台北、上海地區華碩品牌筆記型電腦為例。國立成功大學高階管理碩士在職專班碩士論文。
4. 黃娟娟(2005)。運動用品業行銷策略與顧客滿意度、忠誠度之相關研究-以中部地區大專學生為例。未出版研士論文，大葉大學，彰化縣。
5. 黃靜宜(2007)，體驗行銷、體驗價值與顧客忠誠關係之研究-以星巴克為例。東吳大學商學院企業管理系碩士論文。
6. 蔡瑞文(2010)，體驗行銷、體驗價值與顧客滿意度、顧客忠誠影響之研究-以台北典華餐廳為例。國立成功大學高階管理碩士在職專班碩士論文。
7. 羅晨溦(2010)，體驗行銷、品牌形象與運動涉入對女性消費者購買運動產品意願之研究-以Nike Women為例。國立台灣師範大學運動與休閒管理研究所碩士論文。

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