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題名:創意生活產業顧客完整體驗模式建構
作者:張淑華
作者(外文):Chang, Shuhua
校院名稱:國立臺灣藝術大學
系所名稱:藝術管理與文化政策研究所
指導教授:林榮泰
黃光男
學位類別:博士
出版日期:2012
主題關鍵詞:顧客體驗體驗經濟文化經濟行為理論創意生活產業文化創意產業結構方程式customer experienceexperience economycultural economybehavioral theoriescreative life industrycultural and creative industriesstructure equation model
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2002年台灣提出「挑戰2008國家發展重點計畫」,將創意生活產業列入「文化創意產業發展計畫」,成為文化創意產業範疇之一。創意生活產業係以既有產業為基礎,透過美學、文化元素,發展體驗的產品或服務,藉由差異化的體驗作法,促使經營服務模式創新,可說是將文化創意產業核心的美學、文化元素延伸至農業、製造業、服務業等的創意加值。
創意生活事業基於營運需求提供顧客體驗,體驗內涵將影響營運模式的設計及提供顧客的體驗價值,創意生活事業體驗內涵的理論模式則尚待建構。因此,本研究目的包括:1.探討顧客完整體驗的內涵及衡量模式。2.探討創意生活產業不同的類型,顧客體驗評量的差異情形,以助於進行顧客體驗設計的思考運用。3.探討創意生活事業體驗設計的策略作法,提供體驗設計管理的經營參考。主要研究問題:1.探討顧客完整體驗的構面範圍與模式建構。2.參訪者在創意生活事業之顧客完整體驗認知情形為何。3.不同背景變項參訪者對於顧客完整體驗構面有何差異。4.創意生活產業如何執行體驗設計的策略作法。
研究結論發現:1.美學與文化經濟觀點挹注創意生活產業體驗管理知識之發展。2.經由體驗型態、體驗歷程線索、體驗價值評價結果,與主觀規範、知覺行為控制及行為意圖之關係,構成顧客完整體驗衡量模式。3.居住區域、同行成員、收入等背景因素,顯示生活型態差異需求,宜納入顧客體驗過程管理。4.加強顧客體驗關係經營,助益口碑行銷效果。5.體驗體驗設計策略作法之思考,包括:(1)從產業文化情感或生活品味定調生活風格。(2)「表達價值」突顯出創意生活產業特色,宜著重與「消費者投資報酬價值」之對價關係。(3)不同類別創意生活產業之體驗價值特色,具有相互學習意義。(4)體驗型態宜有主軸性及次要性的組合策略。(5)體驗歷程線索宜加強起始點及高峰點之設計。(6)創造顧客高效用性以減緩交通便利性之限制因素,強化資訊蒐尋決策影響性。
研究貢獻在學術方面:1.運用美學理論與文化經濟觀點,融合至體驗經濟、消費體驗價值之衡量,彰顯創意生活產業經營管理知識應用之特色。2.結合體驗經濟、體驗歷程管理、體驗價值與相關行為理論,提供理論融合之研究價值。在產業實務方面:1.建立顧客完整體驗量表,提供創意生活產業進行體驗績效衡量之工具。2.顧客體驗設計策略發展原則,助益體驗設計之規劃執行。在政策實務方面,顧客完整體驗衡量模式,提供創意生活事業評選內涵及輔導作法之參考。
In 2002, the Taiwanese government proposed the “Challenge 2008 – National Development Plan,” and admitted the creative life industry into the “Cultural and Creative Industry Development Plan” as one of the categories for the cultural and creative industries. The creative life industry integrates aesthetic and cultural elements to develop experienced products and services based on existing industries, and inspires the establishment of innovative operational and service models through different experiences. The creative life industry extends aesthetic and cultural elements, which are the core of the cultural and creative industries, to agriculture, manufacturing, and the services sectors to add creative values to these industries.
The creative life industry provides customer experiences based on operational requirements. The contents of the experiences would affect the design of the operational model and the value of customer experiences. A theoretical model for the content of the experiences provided by the creative life industry is yet to be constructed. Therefore, the objectives of this study are to: (1) explore the contents and the measurement model for the total customer experiences; (2) discuss the different types of creative life industries and the differences in customer experience evaluations to assist the design of customer experiences; and (3) explore the strategies of the experience design for creative life industries and provide references for experience design management. In this study, the author explored (1) the dimension scope and model construction of the total customer experience, (2) the visitors’ perceptions of the customer experiences provided by the creative life industry, (3) the differences in visitors’ perceptions of the total customer experiences when the visitors’ backgrounds are varied, and (4) the strategies adopted in the experience design of the creative life industry.
The results of this study showed that (1) aesthetic, cultural, and economic perspectives would supplement the development of the experience management in the creative life industry; (2) the total customer experience measurement model was constructed through the relationships among experience patterns, clues of the experience process, results of the experience evaluations, subjective norms, perceived behavioral control, and behavioral intentions; (3) background factors such as residential areas, companions in the visits, and income indicated different demands from diverse lifestyles and should be integrated into the customer experience management; (4) improving the relationship management in customer experience can increase the effectiveness of word-of-mouth marketing; and (5) the reflection on the strategies of experience design are as follows: (a) using emotions or tastes to set the tone for lifestyles; (b) using the expressive value to highlight the features of the creative life industry and emphasize the relationship with the consumers’ return on investment value; (c) different types of creative life industries should learn from each other’s value characteristics from the experience provided; (d) experience patterns should comprise a combination of primary and secondary strategies; (e) improving the design of the starting and peak points based on the clues of the experience process; and (f) creating high customer perceived usefulness to overcome the restrictions of convenient transportation and enhance the effects of information collection decisions.
The academic contributions of this study are as follows: (1) incorporate the aesthetic theories and cultural-economic perspectives into the experience economy and value measurement of consumer experiences to highlight the characteristics of the management and knowledge application by the creative life industry; (2) combine the experience economy, experience process management, experiential value, and related behavioral theories to offer a theory integration. The industrial contributions of this study are as follows: (1) established a scale for the total customer experience to create a performance measurement tool for the experiences provided by the creative life industry; and (2) developed principles for the customer experience design strategy to facilitate the execution on experience design. In the aspect of practical policy, we employ the complete customer experience measurement model to provide reference for content selection and counseling practices.
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