Please use this identifier to cite or link to this item: https://ah.lib.nccu.edu.tw/handle/140.119/94747
題名: 以顧客知識與情境知識探求次世代顧客體驗之偏好
作者: 張耿嘉
貢獻者: 管郁君
張耿嘉
關鍵詞: 顧客體驗偏好
顧客知識
情境知識
日期: 2008
上傳時間: 9-May-2016
摘要: 為瞭解次世代顧客體驗之偏好傾向,本研究依據企業所能掌握的顧客知識與情境知識之內容,探討顧客對體驗的偏好,透過文獻的探討,找出六項可做為分析顧客體驗偏好的因素,包括屬於顧客知識的「個人特質」、「消費記錄」、「消費目的」、與「人口統計資料」等四部份,以及屬於情境知識的「消費環境情境」、與「個人身心情境」等兩部份。另外,在顧客體驗偏好的部份,本研究嘗試以顧客的觀點對體驗做出分類,並借用Maslow提出的五大人類行為需求來瞭解顧客對體驗的偏好傾向。主要之研究發現包括:\r\n1. 除了再次認知顧客知識之重要性外,本研究亦確立了情境知識對於瞭解顧客體驗偏好之重要性。\r\n2. 生活型態屬於感性導向之顧客,及在消費現場較得不到顧客服務之顧客,會有越偏好能得到生理需求體驗之傾向。\r\n3. 處事態度屬於積極的引領潮流的顧客,及在消費現場得到不錯客戶服務之顧客,是屬於較高度偏好歸屬與愛需求體驗之族群。\r\n4. 生活型態屬於感性導向之顧客,及消費目的是作為送禮之用之顧客,在自我實現需求體驗方面,會有較高程度的偏好傾向。\r\n5. 努力成本及風險成本兩項決定產品特徵之因素,確實會對顧客體驗偏好產生影響。其中努力成本主要改變之體驗類型,包括生理需求及歸屬與愛需求體驗;而風險成本主要是影響之體驗類型,包括歸屬與愛需求、尊重需求及自我實現需求體驗。\r\n透過本研究,企業須認知到不同的人在不同的情境下,會對體驗有著不同的程度的偏好差異;此外消費產品特徵之不同,亦會對顧客體驗偏好產生影響。因此,企業在推出體驗時,必須根據過往對顧客的認識,以及現場顧客之反應做調整,才能提供最適當之體驗活動內容予顧客,發揮「體驗」最大之效益。
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描述: 碩士
國立政治大學
資訊管理學系
95356032
資料來源: http://thesis.lib.nccu.edu.tw/record/#G0095356032
資料類型: thesis
Appears in Collections:學位論文

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