婚禮顧問公司提供之服務包羅萬象,客戶能從不同特色之公司中,挑選出最適合自己的合作對象,而婚禮顧問公司想在市場中得以永續經營,則仰賴於是否能夠預先發覺客戶真正重視的價值為何。本研究透過Almquist, Senior and Bloch (2016)所提出之價值要素金字塔的角度,試圖了解在客戶的心目中,究竟哪些價值要素最為被客戶所重視。研究結果發現,品質、省麻煩、省時、多樣化、降低風險以及自我實現應為婚禮顧問公司首要重視的6項價值要素,亦為提升品牌忠誠度之重要的要素。然而在品牌價值的部分,婚禮顧問公司應朝向更高階層的價值要素移動,並從中開展出具有特色的價值要素來提升自身的品牌價值。
Wedding consultants provide a wide range of services, so customers can choose the best one from them. Therefore, if wedding consultants want to sustainable operate, it depends on whether they can detect in advance the value that customers are really concerned. Through the perspective of the elements of value pyramid proposed by Almquist, Senior and Bloch (2016), this study attempted to understand what elements of value are most concerned by customers. The study found that quality, time-saving, diversification, trouble reduction, risk reduction and self-realization should be the six elements of value that the wedding consultants̕ primary targets and be the elements of increasing brand loyalty. Moreover, to maintain or increase the brand loyalty, wedding consultants should move toward higher-level elements of value and develop distinctive the elements of value to enhance their brand value.