A Study of Service Marketing of Wedding Planner in Taiwan

• Main Authors: Penny Yong Chen Chen, 楊程程
• Other Authors: Prof. Su-Lee Tsai
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/86609415589411425181

碩士 === 輔仁大學 === 品牌與時尚經營管理碩士學位學程 === 103 === In 2014, the service sector accounted for 64.1% of GDP and 58.9% of the total labor force was hired in Taiwan. Wedding planner industry also falls into service sector category. Nowadays, a professional wedding planner has been accepted gradually by the Taiwanese society. Due to wedding turns out to be more complex, desires, and ambitions; therefore couples are engaging a wedding planner to help fulfill their dreams and aspirations. It is a new business with big potential. In the recent years, many scholars start to value the study of the service industry. However, the amount of research on service is very limited. Research on wedding planner is even scarcer. Therefore, the purpose of this study is to use qualitative research method (case study) to investigate the service marketing model of Taiwan wedding planner in order to provide useful recommendations on strategies to Taiwan wedding planning industry. The service quality is very important in any kind of service industry including wedding planner companies. The service triangle model and the GAP model will be analysis in this study. Due to both models are used to measure and to improve the “quality” of wedding planning service. In order to understand the comprehensive service marketing model of the wedding planner in Taiwan, the object of this study focused on one-stop and customization wedding planner companies.