- 學位論文
價值服務發展模式之研究
A Study on Value-Based Service Development Model
摘要
近年來隨著新興服務業之蓬勃發展，服務產業競爭日熾，發展創新服務以傳遞顧客價值成為企業獲利之必要條件。如何掌握顧客價值、滿足顧客需求、創造顧客忠誠，並延伸出再購與推薦購買，將是新一波服務競爭之主流價值所在。本研究以「顧客價值」為核心理念，探討如何透過有系統的服務發展模式，發展出能創造物超所值的顧客價值之服務。研究分二階段進行，第一階段以德菲法收集專家意見，建立價值服務衡量構面；第二階段以第一階段建立之構面為基礎，進行產業個案研究，分析個案企業之新服務發展流程，並驗證第一階段建立構面之妥適性及重要順位，建構本土化之價值服務發展模式。研究結果提出「價值服務」發展模式以「顧客平台」及「創新平台」為兩大主軸，「顧客平台」構面聚焦於「顧客參與」、「互動介面」及「顧客價值」；「創新平台」構面側重於「創新文化」、「創新技術」、「創新流程」與「創新評估」。研究發現「創新文化」及「顧客價值」為價值服務之核心構面，為建立具優勢之企業價值，企業營運及服務應樹立獨特風格，宜積極深耕企業文化、全面塑造員工優質服務精神及創新素養、團隊合作發展新服務，構築同業模仿障礙、持續不斷追求服務創新與精緻化，以差異化之服務加值創造顧客價值。展望未來，企業可藉由顧客參與服務之發展、企業e化基礎建設，以及建構服務價值評量指標等之強化為價值服務添加利多條件。
並列摘要
Recently due to the prosperous development of emerging service industry, the competition within the service industry is getting more serious. Developing innovative service to transfer customer value becomes the required condition for industry’s profit. The mainstream value of new wave service competition resides in grasping customer values, developing service to create customer value, inspiring customer loyalty, and expanding re-purchasing and recommended purchase. This study is based on the core idea of “customer value,” to develop service that can create customer value more worthwhile than priced, through exploring a systematic service development model. Two stages are proposed. First, using the Delphi method to collect expert opinions, and to set up value service evaluation framework. Second, based on the framework of the first stage, study industry cases, and analyze new service development process of new services, and verify the validity and ordering of importance of the framework from the first stage, to construct localized value service development model. The results indicate “value service” development model based on two strands of “customer platform” and “innovation platform.” The “customer platform” framework focuses on “customer participation,” “interaction interface,” and “customer value.” The “innovation platform” framework emphasizes “innovation culture,” “innovation technology,” “innovation process,” and “innovation assessment.” This study finds out that “innovation culture” and “customer value” are the core framework of value service. To set up competitive industry value, industry operation and service need unique characteristics, industry culture deeply cultivated, broad modeling of employee’s excellent service and innovation, teamwork cooperation to develop new service, setup of peer imitation barrier, continuous pursuing service innovation and refinement, differentiating service to add value to customer value. Looking into the future, industry can increase profit through customer participation and service development, industrial e-infrastructure, and setup of service value assessment indicators.