顧客參與婚宴設計之價值與階層模式

Hierarchical Model and Value of Customer Participation in Wedding Banquet Design

蕭瑋君(Wei-Chun Hsiao)

指導教授 ： 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2010年)

摘要

婚宴不僅是結婚時必然的消費，也是花費最高的一項。婚宴一直是新人宣示愛情和承諾的舞台，隨著婚禮顧問公司的創設，更助長新人參與創意設計的熱情。但現有顧客參與服務的研究僅解釋顧客的參與動機和行為，卻無法解釋顧客如何藉由參與行為達到動機或目的。為此，本研究應用方法目的鏈，以軟性階梯法訪談60位新人，目的在了解其參與動機及如何藉由參與行為達成消費目標。研究結果顯示：(1)建立9項參與行為屬性，其中以「與業者溝通協調」提及次數為最多；12項參與利益，其中以「呈現內容符合期望」提及次數為最多；9項參與價值，其中以「愉悅感」提及次數為最多；(2)新人所有參與之價值階層模式中，包含「找到合適業者」、「婚宴符合期望且受到肯定」、「婚禮順利進行」、「親友歡心而開心」、「得到祝福而愉悅」五項路徑；(3)最主要的關鍵路徑為「與業者溝通」→「呈現內容符合期望」→「圓滿」→「愉悅感」。最後根據研究結果提出實務建議與未來研究建議。

關鍵字

婚宴 ； 方法目的鏈 ； 顧客價值 ； 顧客參與

並列摘要

A wedding banquet is not only the necessity in a wedding, but also the most expensive item. A wedding banquet stages as the way for a newly-wed couple to declare their love and commitments. As many wedding consulting companies have established, newlyweds become more enthusiastic about participating in the creative design of banquets. However, among the existing researches on customer participation in services, only customers’ participation motivation and behavior have been discussed; as for how customers achieve their motivation or purposes through participation behavior, related researches are scarce. Therefore, in this study, the Means-end Chain theory is adopted; 60 newlyweds are interviewed by means of the Soft Laddering Technique. It aims to understand their participation motivation, as well as how they achieve consumption goals through their participation behavior.
The research findings indicated: (1) Nine kinds of participation behavior attributes were established; among them, the one mentioned most frequently was “communication and coordination with the proprietor”. In the 12 kinds of participation results, the one mentioned most frequently was “the presented content conformed to our anticipation”. In the 9 kinds of participation value, the one mentioned most frequently was “sense of joy”. (2) The value hierarchy models joined by all the newly-wed persons included the five paths: “finding an appropriate proprietor”, “the wedding banquet conformed to our anticipation and was highly-acclaimed”, “the wedding went on smoothly”, “friends and relatives felt happy and joyful”, and “being happy after receiving blessings”. (3) The major key path was: “communication with the proprietor” →“the presented content conformed to our anticipation” → “perfection” →“sense of joy”. Finally, according to the research findings, concrete recommendations and suggestions for future studies were provided.

並列關鍵字

means-end chain ； wedding banquet ； customer participation ； customer value

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