Capturing customer value creation based on service experience – a case study on News Café

Abstract

The rapid growth of the service sector in almost every economy in the world has created a significant amount of interest in service operations. In practice, the impact of the service experience on consumers’ satisfaction is important for service marketers. Many service providers have sought the use of various enhancement actions to improve their performance. To be really successful, a service provider must create value for its customers. Based on the five dimensions of SERVQUAL, a questionnaire is utilized to evaluate the service experience of customers from the view of customer journey. In addition, the article also explores the concept of the importance–satisfaction model, the refined Kano–Blue Ocean model, and associates it with customer value. The results of the study demonstrate a new framework, illustrating the service experience, which dimensions influence the service experience, how to select appropriate practical actions, and how it is linked to customer value.

在世界的大多數國家的經濟發展中服務業均是快速的成長 ， 因而產生了許多有關服務作業有關的研究。 在實務上 ， 服務經驗對於消費者滿意度的影響對於服務業者來說是很重要的。 許多服務業者已在採用各種強化活動以改善其服務的績效。 而真正要成功 ， 服務業者需要創造顧客的價值。 基於SERVQUAL的五個向度 ， 本研究設計及應用問卷從檢視顧客的旅行來評估他們的服務經驗。 此外 ， 本研究亦整合了重要度-滿意度模式(I-S模式) ， 精緻化的Kano模式及藍海策略於顧客價值中。 此研究的結果說明了一個新的架構可用來解釋服務經驗 ， 那些向度影響到服務經驗 ， 如何選擇合適的實際行動 ， 以及它是如何連結到顧客價值。

(*聯絡人: [email protected])

Keywords:

• service experience
• SERVQUAL
• I–S model
• refined Kano–Blue Ocean model
• customer value

Keywords:

• 關鍵詞: 服務經驗 ， SERVQUAL ， I-S模式 ， 精緻化的Kano模式及藍海策略 ， 顧客價值

Notes

(*聯絡人: [email protected])