研究生: |
江念恩 Chiang, Nien-En |
---|---|
論文名稱: |
探討價值主張轉換至服務體驗的過程:以馬修嚴選為例 Transforming Value Proposition into Service Experience:The Case of Matthew's Choice |
指導教授: |
周信輝
Chou, Hsin-Hui |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 國際企業研究所 Institute of International Business |
論文出版年: | 2016 |
畢業學年度: | 104 |
語文別: | 中文 |
論文頁數: | 87 |
中文關鍵詞: | 價值主張 、參與 、服務體驗 、利害關係人參與 |
外文關鍵詞: | value proposition, engagement, service experience, stakeholder engagement |
相關次數: | 點閱:92 下載:1 |
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以往對於創造價值的認知觀點正在被顛覆,透過網路、科技的快速發展,資訊透明化,網絡社群的力量,消費者從被動變成主動的角色,甚至能夠影響企業的營運發展,故學術界也有服務主導邏輯(service-dominant logic)的提出。目前業界和學術界都了解價值主張(value proposition)的重要性,也強調透過參與(engagement)互動能夠提升企業的競爭力,改善其服務體驗(service experience)等,滿足顧客的期望,然而對於要企業要如何對消費者傳遞價值主張,引發參與互動來創造服務體驗的過程卻少有研究探討,故實務上還未有標準化或是相關的流程來協助企業做策略上的參考。
所以本研究採用質性研究的單一個案研究法,深入探討馬修嚴選的企業個案,並從其創業歷程可以發現該企業是如何成功的將價值主張轉換為服務體驗,透過與利害關係人的資源互動整合來強化價值主張在服務體驗中的傳遞,然後馬修嚴選透過與顧客、利害關係人的參與(stakeholder engagement)來讓彼此都達到價值共創的目的,也能夠更加有效的傳遞價值主張。
藉由馬修嚴選的創業歷程與理論的對話,本研究整理歸納出價值主張轉換成服務體驗需五個步驟,分別是辨識利害關係人、互惠價值主張的建立與協作、形塑符合核心價值的服務體驗、透過顧客的參與、互動傳遞價值主張與填補服務體驗的完整性、藉由利害關係人的參與互動來強化價值主張在服務體驗的傳遞,如此的循環步驟會讓企業壯大形成服務生態系統,吸引更多利害關係人加入,強化價值主張的傳遞,創造獨特的服務體驗。
The aim of this research is to examine the concept of transforming value proposition into service experience based on service-dominant logic. Building on service-dominant logic, one of foundational premises explains that enterprise could only offer value proposition, but lack of the standard architecture for how value proposition being transformed. Therefore, this study uses qualitative research methods to explore the startup process of Matthew’s Choice, and then offers five steps for transformation process and seven propositions for each step theoretically. In addition, the proposed framework highlights the relationship of value proposition, engagement and service experience in transformation process, and more generally, finds out the importance of stakeholder engagement in transforming company’s value proposition into service experience as well.
In summary, the research suggests firms should establish clear value proposition first, identify and corporate with reciprocal value proposition partners, integrate resource with customer and stakeholder engagement that transform value proposition into service experience effectively. Finally, the transformation cycle helps companies create stable service system with stakeholders and brings self-reinforcement for focal firm to attract more actors to engage for stronger service system and value co-creation.
Key words: value proposition, engagement, service experience, stakeholder engagement
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