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研究生:林秀鳳
論文名稱:顧客價值導向服務創新之研究 – 以 L 公司為例
論文名稱(外文):Customer Value Oriented Service Innovation : A Case Study
指導教授:季延平季延平引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:經營管理碩士學程(EMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:103
語文別:中文
論文頁數:145
中文關鍵詞:美髮產業顧客價值服務創新
外文關鍵詞:Hairdressing IndustryCustomer ValueService Innovation
相關次數:
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隨著這幾年大環境趨勢的變動下,台灣美髮業的產業結構正逐漸轉變中。
首先,民眾在美髮產業的消費型態正產生變化,未來的消費者只會愈來愈趨向
兩種極端的消費模式,意即高單價與低單價的消費型態。這種現象對於採取以
中價位為定價策略的店家而言,顯而易見地,將會是一大威脅。除此之外,在
大環境變遷下,現代消費者對於服務品質的要求已愈來愈挑惕。因此,以服務
為導向的美髮業正是處於一種服務競爭的時代,如何改善消費者服務體驗過程
以提升消費者的感知是現在台灣美髮業者所需致力的方向。
為因應上述大環境下所造成的美髮消費型態改變,本研究將選取現正以中
間路線為發展策略的 L 美髮公司為研究個案。為能深入分析 L 美髮公司目前運
行現況,並提供 L 公司改善方案以有效解決所面臨的顧客價值和服務創新之瓶
頸,本文採用「個案研究法」進行研究探討。藉由「服務創新」與「顧客價值」
文獻並結合 L 公司的經營現狀分析,以擬定出 L 公司基於顧客價值為導向的服
務創新策略,重新挖掘其競爭優勢。
透過本研究針對 L 美髮公司所處的產業環境分析與消費者間的價值落差分
析後,本研究提出「建立個人化服務網站」以及「顧客關係管理系統」來解決
現存的價值落差議題。前者可提供消費者「一對一的個人化服務」;後者利用
資訊科技技術建構顧客關係管理系統,達到顧客及商情收集分析。藉由這兩項
解決方案將可推動 L 公司美髮消費者的個人化服務,以提供差異化的服務提升
顧客價值並達到滿足美髮消費者需求之效,而增進顧客滿意度與忠誠度,建立
「以顧客為中心」的經營模式。
第一章 緒論............ 4
第一節 研究背景與動機.... 4
第二節 研究目的.... 7
第三節 研究範圍.... 8
第二章 文獻探討.... 9
第一節 服務創新.... 9
第二節 顧客價值.... 34
第三節 以顧客價值為導向的服務創新設計... 50
第三章 研究方法與架構......... 75
第一節 研究方法......... 75
第二節 研究架構......... 81
第三節 研究步驟........ 85
第四章 個案分析................. 88
第一節 個案公司背景描述 ........ 88
第二節 美髮產業現況分析 ......... 95
第三節 個案公司顧客價值導向的服務創新模式訪查分析 ........... 106
第四節 個案公司顧客價值導向的服務創新模式建議............ 113
第五章 結論與建議 ............... 128
第一節 研究發現與結論...... 128
第二節 研究建議.............. 131
第三節 未來研究方向 .......... 137
參考文獻........................ 139
附錄 A – 個案公司高階深入訪談大綱 .................. 144
附錄 B – 個案公司顧客深入訪談大綱 ............... 145
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• 中文文獻
楊路明、巫寧(2005)客戶關係管理理論與實務,北京:電子工業出版社。
台灣連鎖店年鑑 (2012)社團法人台灣連鎖暨加盟協會,台北市。
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成海清(2006)基於顧客價值導向的戰略定位研究,天津大學。
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