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題名：運用分析網路程序法於顧客前瞻價值感知關鍵前置因素之探討
作者：謝明儒
作者(外文)：Ming-Ju Hsieh
校院名稱：國立中正大學
系所名稱：企業管理研究所
指導教授：何雍慶
學位類別：博士
出版日期：2014
主題關鍵詞：顧客前瞻價值感知；價值感受刺激；創新性判定；企業核心競爭力；顧客鏈結；Customer-Value Perception and Anticipation；The Value of Perception；The Judgment of Innovation；Business Core Competency；Customer Connection
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中文摘要
服務與產品提供者能夠透過顧客前瞻價值感知讓顧客感受到備受重視，顧客的價值創造也不再只是單方向的由內而外輸出，為了提升顧客前瞻價值感知，並在企業資源有限的條件下，必須尋找關鍵影響顧客前瞻價值感知的重要指標因素，幫助企業了解消費者會受到哪些關鍵準則的影響，企業能夠按照消費者的感受影響之差異，來妥善安排企業有限的資源與成本，達到最高價值最大化，也就是消費者對於企業顧客前瞻價值感知的有效提高，除了對企業正向影響營運利潤的提升，更能使顧客滿意最大化，更能滿足顧客變動的需求，當顧客感受到企業的預測其價值的能力，更能明顯反應顧客與企業之間的距離。
本研究希望能從顧客的角度，更深層的反應顧客與企業之間的關係、顧客價值需求的動態性，顧客前瞻價值感知在本研究就是指顧客對於企業所提供的產品與服務價值，是否總是具有滿足顧客變動價值與未來性的價值需求之感受，心理學研究在很多面向也都顯示，因為人們會期待專家能夠預見自己未來的行動與喜好，也就是雖然消費者不了解自己一年後的想要什麼驚喜，但希望企業在一年後推出的新產品與服務都是符合自己的喜好，也能創造出驚喜感的產品與服務；因此，無論是企業利用價值共創的方式、體驗服務回饋或者市場趨勢的調查，都是為了滿足顧客未來需求，也是能增進顧客前瞻價值感知的方法。
本研究先將關鍵影響顧客前瞻價值感知的重要指標因素準則，分成四個構面，分別為「價值感受刺激」、「創新性判定」、「企業核心競爭力」與「顧客鏈結」，將利用FDM與ANP進行探討，主要是利用這樣的研究方法更為符合人類的思慮模式，並利用這樣的模式將複雜的問題加以結構化與系統化，並列出相關的評估準則，並衡量各準則之間的相對權重，和各評估方案的相對評估值，並依照這些評估因子的權重值大小排序，以達到關鍵準則評估結果的判斷以滿足研究目的並給與企業實際的建議。
按照極限矩陣的研究結果，並根據呈現數據的資料，清楚的利用各準則權重以百分比的方式表示內容及排序。整體來看，在智慧型手機產業之價值感受刺激構面中的「顧客因素」(15.03%)準則權重所占比重最高，第二名為價值感受刺激構面中「產品因素」(14.10%)，第三名為顧客鏈結構面中「關係品質」(3.71%)。而醫學美容於顧客前瞻價值感知整體判斷關鍵因素，以價值感受刺激構面中的「產品因素」(19.87%)準則權重所占比重最高，第二名為價值感受刺激構面中「顧客因素」(11.22%)的準則，第三名為價值感受刺激構面中「消費過程因素」(10.48%)。
在智慧型手機消費者對顧客前瞻價值感知，各構面判斷關鍵因素中，以價值感受刺激此一構面來看，顧客因素(15.03%)是顧客感受價值一個非常關鍵的準則，以創新性判定此一構面來看，先前經驗(9.00%)則為該構面重要的關鍵準則，從企業核心競爭力的構面來看，配套服務(8.82%)則是智慧型手機影響企業核心競爭力中最重要的準則，顧客鏈結各構面而言，則以關係品質(9.62%)為最重要的指標；而在醫學美容產業於消費者對顧客前瞻價值感知，各構面判斷關鍵因素中，以價值感受刺激此一構面來看，產品因素(19.87%)是顧客感受價值一個非常關鍵的準則，而在創新性判定此一構面中，則創新知覺特性(8.74%)是此一構面下最為關鍵的準則，在企業核心競爭力的構面下，則受到配套服務(7.69%)的準則影響，而在顧客鏈結的構面方面，則關係品質(7.43%)此一準則最會影響其構面，代表若企業願意與顧客維持良好的關係，無論服務或者療程，都是站在顧客的角度為他們著想，這樣顧客的滿意度與信任程度則會達到最大。
Abstract
Customer Value is no longer seen as embedded in units of output and exchange but rather realized through the experience when the customer activates and uses the service provider´s offering and resources. The concept of suppliers acting on changes is closely related to, if not identical to, supplier flexibility and relationship-specific adaptation, both of which address suppliers' reactions to changes in dynamic customers' needs.
The aim of this paper is to further explore value formation from a customer-dominant logic perspective, reflecting deeper and more complex connections between suppliers and customers to enhance Customer-Value Perception and Anticipation .In addition, psychological research has demonstrated that, in many ways, people expect experts to foresee their future actions. As a result, no matter companies that utilize people's preferences, co-create service experience, or survey the market-trend will be better able to understand the dynamics of customer value and thus satisfy Customer-Value Perception and Anticipation.
This study first finds four aspects and inner criteria of each aspects which affect recruitment process by literature discussion, they are “The Value of Perception ”、“ The Judgment of Innovation”、“ Business Core Competency”、“Customer Connection”, then builds decision models to analyze conveniently by designing questionnaire and expert interview. In the literature, we discover that there are interdependent between some aspects obviously. However, the analytic network process (ANP) in the multi-criteria decision can allow the interactive relations between aspects, criteria, even elements. Therefore, this study use ANP as tools to confer the key criteria of Customer-Value Perception and Anticipation.
This study find that “Customers factors”(15.03%)、“ Products factors”(14.10%) and “ relationship quality”(3.71%) are respectively most important criteria of Customer-Value Perception and Anticipation in smart phone Industry； in Medical Cosmetic Industry, the most important criteria of Customer-Value Perception and Anticipation are“ Products factors”(19.87%)、 “Customers factors”(11.22%) and “consumption process factors”(10.48%).
Finally, this study find that “Customers factors”(15.03%)、“ Prior Experience” (9.00%)、“Support services”(8.82%) and “ relationship quality”(9.62%) are respectively most important criteria of each aspects in smart phone Industry；“Products factors”(19.87%)、“ Perceived Innovation Characteristics PIC” (8.74%)、“Support services” (7.69%)and “ relationship quality”(7.43%) are the top four important criteria at the overall priority in addition to key criteria in each aspects. Enterprise can use these criteria so as to do prepare and plan well to expect that we can reach good effects.
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中文文獻
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網路資料
Allergan:http://www.allergan.com/index.htm
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Gartner: http://www.gartner.com/technology/home.jsp
HIS Technology: https://technology.ihs.com/
Medical Insight,Inc:http://miinews.com/
Time Techland : http://time.com/tech/
工業技術研究院: https://www.itri.org.tw/chi/
台灣整形醫學美容:http://www.yimeipro.com/article-316-1.html
行政院主計處:http://www.dgbas.gov.tw/mp.asp?mp=1

 
 
 
 
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