新文化印記、具體化能力與醞釀過程：薰衣草森林個案研究

NEW CULTURE IMPRINT, EMBODYING CAPABILITY AND BREWING PROCESS: A CASE STUDY OF LAVENDER COTTAGE

洪緯典(Wei-Tien Hung)

指導教授 ： 劉恆逸

元智大學/管理學院/管理學院博士班/博士(2011年)

https://doi.org/10.6838/YZU.2011.00039

摘要

Prahalad and Ramaswamy (2004)提出以體驗為核心的競爭觀點　(experience-centric view)，揭示了一個新的廠商競爭典範到來，即廠商應以顧客價值為核心來強化競爭能力，服務及產品都應以此一觀點來思考未來的競爭。然而，創造顧客體驗的能力並非一蹴可及(Berry, Carbone and Haeckel, 2002)。為了深入了解廠商如何創造消費者體驗，本研究以資源基礎觀點、知識基礎觀點及能力基礎觀點，並選擇一個符合研究需求及台灣社會發展脈絡的個案—薰衣草森林，進行深入了解，試圖在體驗服務廠商的競爭策略理論有所貢獻。
在薰衣草森林的個案研究中，我們透過單一個案的研究設計和多次的深入訪談，我們認為薰衣草森林的體驗形成和績效產生，實際上是一個完整的知識產生及運用的系統性過程。而這整個系統所帶來的優勢源自於一個在當地社會系統所被認同的核心價值，也是持續競爭優勢的來源。自此獨特的核心價值出發，整個系統性過程分為三個主要階段，第一是確認段階(validating stage)，其為組織創造體驗的背後知識形成過程，第二是具體化階段(embodying stage)，其為運用這些知識的能力，第三為增強階段(reinforce stage)，其為透過顧客反饋而強化體驗或知識的產生。
在確認階段中的知識產生過程，我們將其名為醖釀過程(brewing process)，組織透過內部的一連串活動，將核心價值轉化為實際的體驗產生知識並形諸於文字。個案中，我們進一步識別出三個可能影響知識品質的缺口(gap)。具體化階段中則定義體驗服務廠商的具體化力，並提出一個理論架構說明廠商如何運用知識為顧客創造體驗，我們認為服務人員的共同知識、說故事能力及概念的情境化，能引起消費者的情緒性體驗及口碑傳播，進而為該廠商篩選獨特的消費群。最後，在薰衣草森林的個案中，我們也發現消費者的回饋與其過去的發展軌跡，有明顯的關聯性，因此，消費者的回饋則具有進一步增強醖釀過程的效果。簡言之，醞釀過程支持了具體化能力的展現，而具體化能則篩選獨特的消費群，並透過消費者回饋增強醖釀過程，而讓該廠商的競爭優勢日趨穩固。

關鍵字

體驗服務 ； 醞釀過程 ； 具體化能力 ； 消費者回饋 ； 競爭優勢

並列摘要

When Prahalad and Ramaswamy (2004) proposed their experience-centric view, they created a paradigm shift. Based on this new perspective, a firm should consider to enhance their competitiveness by treating customer experiences as their core value. Both the services and products a firm provides can be considered this way. However, the ability to create an experience for the customers cannot be achieved in a short time (Berry, Carbone and Haeckel, 2002).
To understand how a firm creates customer experiences, this research is based on the resource-based view, knowledge-based view and the capability perspective. The case study of Lavender Cottage was chosen based on the research requirements and the development needs of society in Taiwan. In this case study, we considered the creation of an experience and achieving a competitive advantage to be a systematic process of creating and using knowledge. However, the systematic process was based on a core value which is context specific. The core value is the source of the sustainable competitive advantage. Starting from the core value, we divided this process into three stages. First, the validating stage is the process of generating knowledge in order to create an experience. Second, the embodying stage is the stage was the firm uses the knowledge to create experiences for their customers. And, the third stage is the stage of reinforcement in which the firm enhances the knowledge generating process through customer feedback.
We refer to the validating stage of the process as the brewing process in which we foment, hatch and develop a series of activities that eventually translate the core value into explicit knowledge suitable for experience creation. In the brewing process, we further identify three potential factors that may influence the quality of the knowledge obtained and consequently the degree of competitive advantage that will be achieved. In order to define embodying capability we proposed a theoretical framework to describe it. We believe that the knowledge of the employees, storytelling and contextualization can stimulate and enhance the emotional experience of consumers. These experiences by an appropriate group of consumers will then filter through, by word of mouth, to more consumers for the firm. Finally, evidence has shown that customer feedback is strongly related to the development path of Lavender Cottage by enhancing the knowledge generating process retrospectively. In other words, we will argue that the brewing process supports the embodying capability and that the embodying capability helps a firm to create experiences which customers will provide feedback on to the employees and also pass on by word of mouth to other potential customers thereby further enhancing the brewing process. This systematic loop is the basis of the competitive advantage of a service firm.

並列關鍵字

competitive advantage ； experience service ； brewing process ； embodying capability ； customer feedback

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