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研究生:黃禹瑞
研究生(外文):HUANG.YU-RUI
論文名稱:價值導向服務創新之研究
論文名稱(外文):Value Oriented Service Innovation
指導教授:王奕凡
指導教授(外文):WANG, YIFAN
學位類別:碩士
校院名稱:國立臺北商業大學
系所名稱:企業管理系研究所
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
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:142
中文關鍵詞:顧客價值服務創新
外文關鍵詞:Customer ValueService Innovation
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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。
With trends changing in recent years, the structure of the hairdressing industry in Taiwan
has been gradually transformed. Firstly, the changes in consumer behaviour in the
hairdressing industry may lead Taiwanese consumers to two extremely opposite
consumption patterns, namely high-value transactions and low-value transactions.
Obviously, this phenomenon tends to be a threat to companies, which are adopting a
middle-value pricing strategy. In addition, the changing trends have caused the
consumers to be highly demanding of service quality, so that how to strengthen
customer experience in order to improve their perception is one of the crucial goals for
the Taiwanese hairdressing industry.
In order to deal with the above issues, this study selected a company L, which is adopting
a middle-value pricing strategy, for a case study. The case study methodology is used to
carry out this study, in order to analyse the operating status of the company L in depth,
as well as putting forward useful solutions to current problems in improving customer
value and service innovation. Through literature reviews of service innovation and
customer value, and analysis of the operating status of the company L, the study has
drawn up the company L service innovation strategy based on customer value, to
rediscover its competitive advantage.
According to industry environment analysis for the company L and gap analysis between
the company L and its customers, the study proposed creating its ‘personalised service
website’ and developing a customer relationship management (CRM) system to tackle the
issue of the value gap between the company L and its customers. The former is able to
offer customers one-to-one personalised service, the latter is able to collect customer
data and to create the company L business intelligence by means of application of
information technology and the CRM system. These two approaches to the issue will enable the company L to launch the personalised service for customers in the
hairdressing industry. Through the service differentiation, the company L will be able to
increase customer value as well as satisfying customer demand. Therefore, customer
satisfaction and customer loyalty are able to be increased, and ‘customer-oriented
business model’ is established indeed.
Keywords: Hairdressing Industry, Customer Value, Service Innovation
目錄
第一章 續論......................................................... 1
第一節 研究背景與動機........................................... 1
第二節 研究目的................................................. 4
第三節 研究範圍................................................. 5
第二章 文獻探討..................................................... 6
第一節 服務創新................................................. 6
第二節 顧客價值................................................ 32
第三節 以顧客價值為導向的服務創新設計.......................... 48
第三章 研究方法與架構.............................................. 72
第一節 研究方法................................................ 72
第二節 研究架構................................................ 78
第三節 研究步驟................................................ 82
第四章 個案分析.................................................... 85
第一節 個案公司背景描述........................................ 85
第二節 美髮產業現況分析........................................ 92
第三節 個案公司顧客價值導向的服務創新模式訪查分析............. 103
第四節 個案公司顧客價值導向的服務創新模式建議................. 110
第五章 結論與建議................................................. 125
第一節 研究發現與結論......................................... 125
第二節 研究建議............................................... 128
第三節 未來研究方向........................................... 134
參考文獻.......................................................... 136
附錄A – 個案公司高階深入訪談大綱 ................................ 141
附錄B – 個案公司顧客深入訪談大綱 ................................ 142
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