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題名 | 顧客參與之價值階層模式:消費階段與二維利益觀點=Hierarchal Value Model Derived from Customers' Participation: Consumption Stage and KANO Benefit Perspectives |
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作者 | 黃淑琴; 張永富; | 書刊名 | 朝陽商管評論 |
卷期 | 14:2 2015.12[民104.12] |
頁次 | 頁37-69 |
分類號 | 496.7 |
關鍵詞 | 顧客參與; 價值; 方法目的鏈; KANO模式; 婚紗攝影; Customer participation; Customer value; Means-end chain; Wedding photography; |
語文 | 中文(Chinese) |
中文摘要 | 婚紗攝影是結婚必要且一生一次的消費,複合高創意和高顧客參與之特性,顧客力量的崛起,讓新人已能在服務傳遞過程展現影響力。雖有研究支持顧客參與可提高顧客價值和滿意度,但「如何」藉由參與行為提高顧客價值,亦或「如何」增進滿意度仍未可知。本研究1應用軟式階梯法深度訪談108位新娘,建構以方法目的鏈為基礎之參與價值階層模式;再導入KANO模式進行研究2,以區辨參與利益和價值的需求意涵,並發展以顧客需求特性為基礎之參與價值階層模式。兩研究之主要目的在探討新人如何透過顧客參與行為創造價值,又是如何透過參與行為提高滿意度。研究結果顯示,顧客參與價值階層分為購前消費社會化、攝影圓夢與美的體驗、後製美的實現三種,展現19種參與行為,獲得17種參與利益和15種價值;研究2從362位新娘的經驗歸納出2種當然利益和12種一維利益,除以滿意度係數評斷對提升滿意度最有效的利益要素為與眾不同、風情萬種、表現自己、讚賞祝福;最能降低不滿意度的利益要素為獲得保障、避免吃虧、建立默契、見證與分享。本研究也分別建構一維價值與當然價值兩階層模式以說明新人如何透過參與行為創造價值與影響滿意度。最後針對研究結果提出管理意涵與未來研究方向。 |
英文摘要 | Wedding photography consumption, with a compound characteristic of high level creativity and customers’ participation, is a necessity for most people once in their life time. The wedding couples’ has been able to exert their influence through the participation during the service process due to the emergence of consumer power. In spite of the results of research evidenced that customers’ participation tends to upgrade customer value and satisfaction, these researchers tend to ignore the issues of how to enhance customer value or how to increase customer satisfaction through customer participation. The first stage of this study conducted an in-depth interview of 108 brides by using the soft laddering technique to construct a hierarchal value model derived from customers’ participation. The second of this study utilized KANO model to distinguish the difference between the participation benefit and the desired value to develop a participation value model based on customers’ demand. The purpose of this study was to explore how customer value was derived and how satisfaction was increased through participation behavior. The results of this study revealed that the elements of customer participation value included pre-consumption socialized value hierarchy, experiential wedding photography consumption value hierarchy, photo-retouching beauty realization value hierarchy, wherein, there were 15 values derived from 19 participation behaviors. The results of the second stage, based on 362 brides’ experiences, concluded that there were 2 must-be benefits and 12 one-dimensional benefits. By using the satisfaction coefficient as criteria, the most efficient elements to increase customer satisfaction were: out of the ordinary, distinguished charming, self–assertion, appraisal and good wishes. The elements that decreased dissatisfaction included consumption insurances, prevention of being taken advantages, establishment of mutual understanding, witness and sharing information. This study also proposed a must-be model and one-dimensional model to explain how wedding couples can create value and increase satisfaction through participation. This study concluded with the suggestions for practical use and future study. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。