微型創意產業的服務接觸與行銷－以婚禮顧問業為例

婚禮顧問是臺灣近幾年新興的一項行業，本文透過質性訪談了解婚禮顧問的組織結構、產業型態以及顧客互動的關係。研究結果發現婚禮顧問在婚禮產業中屬於整合角色，依顧客需求整合周邊產業提供客製化的服務，人力分配採取一人多工的扁平式管理，旺季時以兼職人力支援；服務接觸上強調面對面溝通以及電子郵件與臉書等通訊工具，婚禮企劃的創意發想則多由新人討論與互動過後產生，因此良好的服務接觸過程，有助於雙方的溝通並易於產生正面之消費評價，並獲得口碑行銷的效果。

關鍵字

婚禮顧問師；婚禮企劃；創意產業；服務接觸；口碑行銷

並列摘要

Wedding planner is a new industry in recently years in Taiwan. This research adopts quality interview to understand the organization structure, industrial pattern, and customer interaction of wedding planner. The result shows that wedding planner plays an integrating role in the wedding industry. According to demand of customers, they supply customization services through integrating the other industrial members. They use a flat management structure, where the employees have the ability to multi-task. In high season, they hire part-time staff to support their work. In service encounter, they place emphasis on face-to-face contact and communication tools such as e-mail and Facebook. Creative idea for the wedding plan is often got from the discussion and interaction with wedding couple. Therefore a good service planner is good for communication, positive consumer evaluation, and the word-of-mouth marketing benefit.