Value Oriented Service Innovation

• Main Authors: HUANG.YU-RUI, 黃禹瑞
• Other Authors: WANG, YIFAN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/94sq49

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