| Summary: | 碩士 === 國立臺北商業大學 === 企業管理系研究所 === 107 === With trends changing in recent years, the structure of the hairdressing industry in Taiwan
has been gradually transformed. Firstly, the changes in consumer behaviour in the
hairdressing industry may lead Taiwanese consumers to two extremely opposite
consumption patterns, namely high-value transactions and low-value transactions.
Obviously, this phenomenon tends to be a threat to companies, which are adopting a
middle-value pricing strategy. In addition, the changing trends have caused the
consumers to be highly demanding of service quality, so that how to strengthen
customer experience in order to improve their perception is one of the crucial goals for
the Taiwanese hairdressing industry.
In order to deal with the above issues, this study selected a company L, which is adopting
a middle-value pricing strategy, for a case study. The case study methodology is used to
carry out this study, in order to analyse the operating status of the company L in depth,
as well as putting forward useful solutions to current problems in improving customer
value and service innovation. Through literature reviews of service innovation and
customer value, and analysis of the operating status of the company L, the study has
drawn up the company L service innovation strategy based on customer value, to
rediscover its competitive advantage.
According to industry environment analysis for the company L and gap analysis between
the company L and its customers, the study proposed creating its ‘personalised service
website’ and developing a customer relationship management (CRM) system to tackle the
issue of the value gap between the company L and its customers. The former is able to
offer customers one-to-one personalised service, the latter is able to collect customer
data and to create the company L business intelligence by means of application of
information technology and the CRM system. These two approaches to the issue will enable the company L to launch the personalised service for customers in the
hairdressing industry. Through the service differentiation, the company L will be able to
increase customer value as well as satisfying customer demand. Therefore, customer
satisfaction and customer loyalty are able to be increased, and ‘customer-oriented
business model’ is established indeed.
Keywords: Hairdressing Industry, Customer Value, Service Innovation
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