學術產出-Theses
Article View/Open
Publication Export
-
題名 顧客價值導向服務創新之研究 – 以 L 公司為例
Customer Value Oriented Service Innovation : A Case Study作者 林秀鳳 貢獻者 季延平
林秀鳳關鍵詞 美髮產業
顧客價值
服務創新
Hairdressing Industry
Customer Value
Service Innovation日期 2015 上傳時間 1-Sep-2015 16:15:38 (UTC+8) 摘要 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。 參考文獻 • 英文文獻Barras, R. (1986) ‘Towards a theory of innovation in services’, Research Policy, 15: pp. 161-173Barcet, A., Bonamy, J., and Mayere, A. (1987) Modemisation et Innovation dam les Services aux Enterprises, Lyons: CEDESBerry, L. L. (2000) ‘Cultivating Service Brand Equity’, Journal of the Academy of Marketing Science, 28 (1), pp. 128-137Bilderbeek, R., Hertog, P.D., Marklund, G. and Miles, I. (1998) ‘Services in innovation: Knowledge Intensive Business Services as co-producers of innovation’, SI4S Synthesis Paper (S3). Oslo: Step GroupBritton, T. A., and Lasalle, D. (2002) Priceless: Turning Ordinary Products into Extraordinary Experiences, Harvard Business School PressBryson, J. R., Daniels, P. W., and Warf, B. (2004) Service Worlds: People, Organizations, Technologies, London: RoutledgeButz, H. E., and Goodstein, L. D. (1996) ‘Measuring customer value gaining the strategy advantage’, Organizational Dynamics, 24 (3): p.70Christopher, M. (1997) Marketing Logistics, Oxford: Butterworth-HeinemannCrozier, M., Normann, R., and Tardy, G. (1982) L`innovation dans les Services, Paris: Mission a I’innovationDirk, C., and Alfred, S. (2003) ‘Business Services in Germany: Bridges for Innovation’, The Service Industries Journal, 23(2): pp. 1-30Drejer, I. (2004). ‘Identifying innovation in surveys of services: a Schumpeterian perspective’, Research Policy, 33(3), pp. 551-562Druker, P. (1954) The Practice of Management, New York: Harper and Row Publishers.Druker, P. (1980) ‘Learning from foreign management’, The Wall Street Journal, 4 (6), p. 24Eiglier, P., and Langeard, E. (1987) Servuction, le marketing des Services, éditions London: Mc GrawHillEvangelista, R. (2000) ‘Sectoral patterns of technological change in services’, Economics of Innovation and New Technology, 9: pp. 183-221Fitzsimmons, M. J., and Fitzsimmons, J. A. (2000) Service Management (3rd ed.), New York: McGraw-Hill.Fitzsimmons, J. A., and Fitzsimmons, M. J. (2014) Service management: operations, strategy, information technology, New York: McGraw-HillFlint, D. J., Woodruff, R. B., and Gardial, S. F. (1997) ‘Customer Value Change in Industrial Marketing Relationships: A Call for New Strategies and Research’, Industrial Marketing Management, 26, pp. 163-75Gadrey, J., Gallouj, F., Lhuillery, S., Weinstein, O. and Ribault, T. (1993), Etude effectuée pour le ministère d e l’enseignement superieure et de la recherche, Lille (IFRESI-CNRS)Gallouj, F., and Weinstein, O. (1997) ‘Innovation in services’, Research Policy, 26: pp. 537-556Grönroos, C. (1997) ‘Value-driven Relational Marketing from Products to Resources and Competences’, Journal of Marketing Management, (13), pp. 407-419Grönroos, C. (2000) Service Management and Marketing, John Wiley & SonsGrönroos，C. (2001) ‘The Perceived Service Quality Concept: a Mistake’, Managing Service Quality, 11(3), p. 150Hauknes, J. (1998) ‘Services in Innovation, Innovation in Services’, Synthesis report nr. 1 of the SI4S programme, Brussels, European Commission, TSER.Henderson, R. M., and Clark, K. B. (1990) ‘Architectural Innovation: The Reconfiguration of Existing Product Technologies and the Failure of Established Firms’, Administrative Science Quarterly, 35: pp. 9-30Heskett, J. L., Sasser, W. E., and Schlesinger, L. A. (1997) The Service Profit Chain: How Leading Companies Link Profit and Growth to Loyalty, Satisfaction and Value, New York: Simon & SchusterHeskett, J., Hart, C., and Sasser Jr. W. E. (1990) Service Breakthroughs: Changing the Rules of the Game. NY: Free PressHowells, J. (2000) ‘The Nature of Innovation in Service’, report presented to the OECD Innovation and Productivity Workshop, Sydney, AustraliaJeanke, W. van der Haar, Ron, G. M. K., Onno Omta. (2001) ‘Creating Value that Cannot Be Copied’, Industrial marketing Management, (30) 8: pp. 627 - 636Kim, W. C., and Mauborgne, R. (1997) ‘Value Innovation: The Strategic Logic of High Growth’, Harvard Business Review, 75(1): pp. 102-112Kotler, P. (1972) ‘A Generic Concept of Marketing’, Journal of Marketing, 36(1), pp. 46-54Kotler, P. (1997) Marketing management: analysis, planning, implementation, and control. (9th ed.), New Jersey: Prentice Hall.Lampel, J., and Minztberg, H. (1996) ‘Customizing Customization’, Sloan Management Review, 38 (1): pp. 21-30 Lovelock, C. H. (2000) Service marketing (4th ed.), NJ: Prentice Hall InternationalMiles, I., Kastrinos, N., Flanagan, K., Bilderbeek, R., den Hertog, P., Hunting, W., and Bouman, M. (1994) ‘Knowledge-intensive Business Services: Their Roles as Users’, Carriers and Sources of Innovation, Manchester: PRESTMiozzo, M., and Soete, L. (2001) ‘Internationalisation of services: A technological perspective’, Technological Forecasting and Social Change, 67(2/3): pp. 159-185Normann, R. (1991) Service Management: Strategy and Leadership in Service Business (2nd ed.), Chichester: WileyOke, A. (2004) ‘Barriers to Innovation Management in Service Companies’, Journal of Change Management, 4 (1)Pavitt, K. (1984) ‘Sectoral patterns of technical change: Towards a taxonomy and a theory’, Research Policy，13 (6): PP. 343-373Porter, M. E. (1980) Competitive Strategy - Techniques for Analyzing Industries and Competitors, New York: The Free Press Ravald, A., and Grönroos, C. (1996) ‘The Value Concept and Relationship Marketing’, Euro. J. of Marketing, 30(2), pp. 19-30Schumpeter, J. A. (1934) The Theory of Economic Development, Cambridge, MA: Harvard University PressShostack, G. L. (1977) ‘Breaking free from product marketing’, Journal of Marketing, 41, pp. 73-80Sundbo, J., Johnston, R., Mattsson, J., and Miller, B. (2001) ‘Innovation in service internationalization: the crucial role of the frantrepreneur’, Entrepreneurship and Regional Development, 13, pp. 247-67Sundbo, J. (1994) ‘Modulization of service production and a thesis of convergence between service and manufacturing organizations’, Scandinavian Journal of Management, 10(3): pp. 245-266Sundbo, J., and Gallouj, F. (1998) ‘Innovation in services’, SI4S Synthesis Papers No. S2Sundbo, J., Johnston R., Mattsson, J., and Millett, B. (2001) ‘Innovation in service internationalization: the crucial role of the frantrepreneur’, Entrepreneurship and Regional Development, Taylor and Francis Journals, 13(3): pp. 247-267Tether, B. (2003) ‘The Sources and Aims of Innovation in Services: variety between and within sectors’, Economics of Innovation and New Technology, 12(6)Ulaga W. (1999) ‘Customer Value in Business Markets’, Industrial Marketing Management, 30, pp. 315-319Urban, G. L., and Hauser, J. R. (1993) Design and Marketing of New Products, Prentice HallVan der Aa, W., and Elfring, T. (2002) ‘Realizing innovation in services’, Scandinavian Journal of Management, 18 (2): pp. 155-171Vandermerwe, S. (2000) ‘How Increasing Value to Customer Improves Business Results’, Sloan Management Review, pp. 27-37Wilson, D. T., and Jantrania, S. (1994) ‘Understanding the value of a relationship’, Asia-Australia Marketing Journal, 1(2), pp. 55-66Woodruff, R. B. (1997) ‘Customer Value: the Next Source for Competitive Advantage’, Journal of the Academy of Marketing Science, 25(2), pp. 154-161Woodruff, R. B., and Gardial, S. F. (2003) ‘Understanding Customer Value’, in Ernest R. Cadotte and Harry J. Bruce, eds. The Management of Strategy in the Market Place, Mason, Ohio: South-WesternYin R. K. (1994) Case Study Research: Design and Methods (2nd ed.), London: Sage PublicationZeithaml, V. A. (1988) ‘Consumer Perceptions of Price, Quality and Value a Means-end Model and Synthesis of Evidence’, Journal of Marketing, 52(7), pp. 2-22Zeithaml, V. A. and Bitner, M. J. (2002) Service Marketing, Hill/Irwin: McGraw, P. 238• 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。武永紅（2005）顧客價值驅動的服務產品設計研究，南開大學國際商學院。成海清（2006）基於顧客價值導向的戰略定位研究，天津大學。泥自銀（2007）面向顧客價值的市場管理資產與競爭優勢研究，南京理工大學。姜紅和曾鏘（2005）服務創新模式研究現狀與展望，浙江樹人大學學報：5（2）。 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
102932429資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102932429 資料類型 thesis dc.contributor.advisor 季延平 zh_TW dc.contributor.author (Authors) 林秀鳳 zh_TW dc.creator (作者) 林秀鳳 zh_TW dc.date (日期) 2015 en_US dc.date.accessioned 1-Sep-2015 16:15:38 (UTC+8) - dc.date.available 1-Sep-2015 16:15:38 (UTC+8) - dc.date.issued (上傳時間) 1-Sep-2015 16:15:38 (UTC+8) - dc.identifier (Other Identifiers) G0102932429 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/78074 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 102932429 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.tableofcontents 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 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102932429 en_US dc.subject (關鍵詞) 美髮產業 zh_TW dc.subject (關鍵詞) 顧客價值 zh_TW dc.subject (關鍵詞) 服務創新 zh_TW dc.subject (關鍵詞) Hairdressing Industry en_US dc.subject (關鍵詞) Customer Value en_US dc.subject (關鍵詞) Service Innovation en_US dc.title (題名) 顧客價值導向服務創新之研究 – 以 L 公司為例 zh_TW dc.title (題名) Customer Value Oriented Service Innovation : A Case Study en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) • 英文文獻Barras, R. (1986) ‘Towards a theory of innovation in services’, Research Policy, 15: pp. 161-173Barcet, A., Bonamy, J., and Mayere, A. (1987) Modemisation et Innovation dam les Services aux Enterprises, Lyons: CEDESBerry, L. L. (2000) ‘Cultivating Service Brand Equity’, Journal of the Academy of Marketing Science, 28 (1), pp. 128-137Bilderbeek, R., Hertog, P.D., Marklund, G. and Miles, I. (1998) ‘Services in innovation: Knowledge Intensive Business Services as co-producers of innovation’, SI4S Synthesis Paper (S3). Oslo: Step GroupBritton, T. A., and Lasalle, D. (2002) Priceless: Turning Ordinary Products into Extraordinary Experiences, Harvard Business School PressBryson, J. R., Daniels, P. W., and Warf, B. (2004) Service Worlds: People, Organizations, Technologies, London: RoutledgeButz, H. E., and Goodstein, L. D. (1996) ‘Measuring customer value gaining the strategy advantage’, Organizational Dynamics, 24 (3): p.70Christopher, M. (1997) Marketing Logistics, Oxford: Butterworth-HeinemannCrozier, M., Normann, R., and Tardy, G. (1982) L`innovation dans les Services, Paris: Mission a I’innovationDirk, C., and Alfred, S. (2003) ‘Business Services in Germany: Bridges for Innovation’, The Service Industries Journal, 23(2): pp. 1-30Drejer, I. (2004). ‘Identifying innovation in surveys of services: a Schumpeterian perspective’, Research Policy, 33(3), pp. 551-562Druker, P. (1954) The Practice of Management, New York: Harper and Row Publishers.Druker, P. (1980) ‘Learning from foreign management’, The Wall Street Journal, 4 (6), p. 24Eiglier, P., and Langeard, E. (1987) Servuction, le marketing des Services, éditions London: Mc GrawHillEvangelista, R. (2000) ‘Sectoral patterns of technological change in services’, Economics of Innovation and New Technology, 9: pp. 183-221Fitzsimmons, M. J., and Fitzsimmons, J. A. (2000) Service Management (3rd ed.), New York: McGraw-Hill.Fitzsimmons, J. A., and Fitzsimmons, M. J. (2014) Service management: operations, strategy, information technology, New York: McGraw-HillFlint, D. J., Woodruff, R. B., and Gardial, S. F. (1997) ‘Customer Value Change in Industrial Marketing Relationships: A Call for New Strategies and Research’, Industrial Marketing Management, 26, pp. 163-75Gadrey, J., Gallouj, F., Lhuillery, S., Weinstein, O. and Ribault, T. (1993), Etude effectuée pour le ministère d e l’enseignement superieure et de la recherche, Lille (IFRESI-CNRS)Gallouj, F., and Weinstein, O. (1997) ‘Innovation in services’, Research Policy, 26: pp. 537-556Grönroos, C. (1997) ‘Value-driven Relational Marketing from Products to Resources and Competences’, Journal of Marketing Management, (13), pp. 407-419Grönroos, C. (2000) Service Management and Marketing, John Wiley & SonsGrönroos，C. (2001) ‘The Perceived Service Quality Concept: a Mistake’, Managing Service Quality, 11(3), p. 150Hauknes, J. (1998) ‘Services in Innovation, Innovation in Services’, Synthesis report nr. 1 of the SI4S programme, Brussels, European Commission, TSER.Henderson, R. M., and Clark, K. B. (1990) ‘Architectural Innovation: The Reconfiguration of Existing Product Technologies and the Failure of Established Firms’, Administrative Science Quarterly, 35: pp. 9-30Heskett, J. L., Sasser, W. E., and Schlesinger, L. A. (1997) The Service Profit Chain: How Leading Companies Link Profit and Growth to Loyalty, Satisfaction and Value, New York: Simon & SchusterHeskett, J., Hart, C., and Sasser Jr. W. E. (1990) Service Breakthroughs: Changing the Rules of the Game. NY: Free PressHowells, J. (2000) ‘The Nature of Innovation in Service’, report presented to the OECD Innovation and Productivity Workshop, Sydney, AustraliaJeanke, W. van der Haar, Ron, G. M. K., Onno Omta. (2001) ‘Creating Value that Cannot Be Copied’, Industrial marketing Management, (30) 8: pp. 627 - 636Kim, W. C., and Mauborgne, R. (1997) ‘Value Innovation: The Strategic Logic of High Growth’, Harvard Business Review, 75(1): pp. 102-112Kotler, P. (1972) ‘A Generic Concept of Marketing’, Journal of Marketing, 36(1), pp. 46-54Kotler, P. (1997) Marketing management: analysis, planning, implementation, and control. (9th ed.), New Jersey: Prentice Hall.Lampel, J., and Minztberg, H. (1996) ‘Customizing Customization’, Sloan Management Review, 38 (1): pp. 21-30 Lovelock, C. H. (2000) Service marketing (4th ed.), NJ: Prentice Hall InternationalMiles, I., Kastrinos, N., Flanagan, K., Bilderbeek, R., den Hertog, P., Hunting, W., and Bouman, M. (1994) ‘Knowledge-intensive Business Services: Their Roles as Users’, Carriers and Sources of Innovation, Manchester: PRESTMiozzo, M., and Soete, L. (2001) ‘Internationalisation of services: A technological perspective’, Technological Forecasting and Social Change, 67(2/3): pp. 159-185Normann, R. (1991) Service Management: Strategy and Leadership in Service Business (2nd ed.), Chichester: WileyOke, A. (2004) ‘Barriers to Innovation Management in Service Companies’, Journal of Change Management, 4 (1)Pavitt, K. (1984) ‘Sectoral patterns of technical change: Towards a taxonomy and a theory’, Research Policy，13 (6): PP. 343-373Porter, M. E. (1980) Competitive Strategy - Techniques for Analyzing Industries and Competitors, New York: The Free Press Ravald, A., and Grönroos, C. (1996) ‘The Value Concept and Relationship Marketing’, Euro. J. of Marketing, 30(2), pp. 19-30Schumpeter, J. A. (1934) The Theory of Economic Development, Cambridge, MA: Harvard University PressShostack, G. L. (1977) ‘Breaking free from product marketing’, Journal of Marketing, 41, pp. 73-80Sundbo, J., Johnston, R., Mattsson, J., and Miller, B. (2001) ‘Innovation in service internationalization: the crucial role of the frantrepreneur’, Entrepreneurship and Regional Development, 13, pp. 247-67Sundbo, J. (1994) ‘Modulization of service production and a thesis of convergence between service and manufacturing organizations’, Scandinavian Journal of Management, 10(3): pp. 245-266Sundbo, J., and Gallouj, F. (1998) ‘Innovation in services’, SI4S Synthesis Papers No. S2Sundbo, J., Johnston R., Mattsson, J., and Millett, B. (2001) ‘Innovation in service internationalization: the crucial role of the frantrepreneur’, Entrepreneurship and Regional Development, Taylor and Francis Journals, 13(3): pp. 247-267Tether, B. (2003) ‘The Sources and Aims of Innovation in Services: variety between and within sectors’, Economics of Innovation and New Technology, 12(6)Ulaga W. (1999) ‘Customer Value in Business Markets’, Industrial Marketing Management, 30, pp. 315-319Urban, G. L., and Hauser, J. R. (1993) Design and Marketing of New Products, Prentice HallVan der Aa, W., and Elfring, T. (2002) ‘Realizing innovation in services’, Scandinavian Journal of Management, 18 (2): pp. 155-171Vandermerwe, S. (2000) ‘How Increasing Value to Customer Improves Business Results’, Sloan Management Review, pp. 27-37Wilson, D. T., and Jantrania, S. (1994) ‘Understanding the value of a relationship’, Asia-Australia Marketing Journal, 1(2), pp. 55-66Woodruff, R. B. (1997) ‘Customer Value: the Next Source for Competitive Advantage’, Journal of the Academy of Marketing Science, 25(2), pp. 154-161Woodruff, R. B., and Gardial, S. F. (2003) ‘Understanding Customer Value’, in Ernest R. Cadotte and Harry J. Bruce, eds. The Management of Strategy in the Market Place, Mason, Ohio: South-WesternYin R. K. (1994) Case Study Research: Design and Methods (2nd ed.), London: Sage PublicationZeithaml, V. A. (1988) ‘Consumer Perceptions of Price, Quality and Value a Means-end Model and Synthesis of Evidence’, Journal of Marketing, 52(7), pp. 2-22Zeithaml, V. A. and Bitner, M. J. (2002) Service Marketing, Hill/Irwin: McGraw, P. 238• 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。武永紅（2005）顧客價值驅動的服務產品設計研究，南開大學國際商學院。成海清（2006）基於顧客價值導向的戰略定位研究，天津大學。泥自銀（2007）面向顧客價值的市場管理資產與競爭優勢研究，南京理工大學。姜紅和曾鏘（2005）服務創新模式研究現狀與展望，浙江樹人大學學報：5（2）。 zh_TW
