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題名：產品品質、服務品質與體驗品質對顧客認知價值的影響-以學生為例
作者：游慧茹 引用關係
作者(外文)：HUEI-JU YU
校院名稱：國立臺北大學
系所名稱：企業管理學系
指導教授：方文昌
學位類別：博士
出版日期：2008
主題關鍵詞：產品品質；服務品質；體驗經濟；顧客認知價值；Product Quality；Service Quality；Experience Economy；Customer Perceived Value
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創造顧客價值是企業提升競爭優勢的主要來源。過去，企業的重點在於提昇產品品質和提升服務品質，來提高顧客的滿意度。然而，Pine & Gilmore (1999) 認為，企業必須精心設計，藉由難忘的體驗所帶給顧客的驚喜，才能超越顧客的期待，並宣稱體驗經濟時代已經來臨了。 Pine & Gilmore(1999) 的體驗經濟學架構，提出一個重要的見解，認為體驗是一種比產品和服務，具有更高經濟價值的產物。本論文質疑體驗經濟學的一般性模式，並根據Maslow的需求層級理論，和一對一行銷理論為推理架構，提出研究之假說，認為消費者對於產品、服務和體驗，會因其收入與消費頻率之差異，而有不同的認知價值。本研究以星巴克咖啡的顧客為實證研究之對象，並以學生為例，採問卷調查方式，進行量化與質性資料的蒐集。研究結果顯示，對收入相對較低的學生而言，其認知價值僅由產品品質決定。而對收入相對較高的學生來說，其認知價值卻來自於服務與體驗。再者，對消費頻率相對較低的學生，其認知價值僅由產品品質決定，而對消費頻率相對較高的學生來說，其認知價值則是來自體驗。本研究結果支持本論文所提出的研究假說，並對廣被採用的體驗經濟學架構，從學生消費者的角度，提供了支持的實證資料與更深入的看法。此結果對於實務之管理和未來之學術研究，都具有實用的參考價值。
Creating customer value has become the next source of competitive advantage. In the past, the focus is mainly on how to manufacture products with high quality and to meet customer’s expectation by providing satisfied services. However, Pine and Gilmore (1999) declare that to meet customer’s needs and expectations is not enough for companies to create value. They should deliberately transcend customer’s expectations by surprising them with memorable experiences. They also declare the emerge of a new economic world, the experience economy.
Pine and Gilmore’s framework of experience economy generally assumes that experience is a major contributor, comparing to product and service, to customer perceived value. While experience economy gets more attention in retail sector, few empirical studies have been done. This study tries to fill the gap and hypothesizes that the relative impacts of product quality, service quality and experience quality on customer perceived value would be different over income and shopping frequency according to the theories of Maslow and one to one marketing.
This study chooses Starbucks Coffee Shops as the target retailers, and collects both quantitative and qualitative data from 147 student customers of Starbucks Coffee in Taiwan by a questionnaire.
The empirical evidence reveals that Pine and Gilmore’s framework of experience economy is not always true. The relative importance of product, service and experience changes over the income and the frequency of consumption. For instance, to the relative lower-income student consumers, the perceived value is mainly influenced by product quality. On the contrary, to the relative higher income student consumers, the experience and service become the main direct determinants of perceived value. In addition, the perceived value is mainly influenced by experience for the relative higher frequent student consumers; however, to the lower frequent student consumers, it is only determined by product quality.
In conclusion, this study contributes some valuable insights into better use the model of experience economy, and at the same time, provides an impetus to future researches.
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