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題名 | 婚紗攝影業服務創新策略之研究=A Study of Service Innovation Strategies for Taiwan Wedding Photography Industry |
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作 者 | 張幸慈; | 書刊名 | 桃園創新學報 |
卷期 | 35 2015.12[民104.12] |
頁次 | 頁193-211 |
分類號 | 489.6 |
關鍵詞 | 婚紗攝影; 服務創新策略; 服務品質; Wedding photography; Service innovation strategies; Service quality; |
語文 | 中文(Chinese) |
中文摘要 | 目前台灣婚紗攝影業的競爭愈來愈激烈,結婚對數逐年下降,中小企業型態營運的婚紗攝影業者面臨國內市場萎縮的危機,如何維持台灣婚紗攝影業的競爭性,是一值得探討的重要課題;因此,以消費者的需求為導向來擬定企業的行銷策略成為重要的ㄧ個環節。鑒於此,本研究透過參與式觀察、服務品質量表統計分析做為產業服務創新管理之依據。其研究結果顯示,於服務品質量表問卷統計調查中,以 Leniner and Lehtinen所提及之三個服務品質構面(實體品質、互動品質、公司品質)為衡量要素,由高至低平均分數排序為,公司品質 3.84 >實體品質 3.82 >互動品質 3.79,由此結果可知婚紗攝影業首要進行改善為互動品質,並將研究成果歸整,提出相關策略建議,作為婚紗攝影業者未來服務創新管理與後續研究者之參考。 |
英文摘要 | Currently Taiwan wedding photography industry competition increasingly fierce, declining number of marriages, wedding photography industry is facing SMEs operating patterns shrinking domestic market crisis, how to maintain the competitiveness of Taiwanese wedding photography industry, is one of the important issues worth exploring . Thus, take the customer orientation as to lead to the marketing policy of drafting the enterprise to become the important links. In view of this , this study through participant observation and service quality quantity the form statistics analysis is used as the basis s for innovation management. The results show that the service quality scale questionnaire survey, take three service quality factors(entity quality, interactive qualities, companies quality) mentioned by Leniner and Lehtinen as to measure to want, the average score is decreasingly permuted as shown : entity quality (3.84)>companies quality(3.82) >interactive qualities(3.79).As the result, the interactive quality must be improved first.Finally rounding research, make relevant policy recommendations as reference of service innovation management for wedding photography industry and scholars. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。