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    題名: 以顧客知識與情境知識探求次世代顧客體驗之偏好
    作者: 張耿嘉
    貢獻者: 管郁君
    張耿嘉
    關鍵詞: 顧客體驗偏好
    顧客知識
    情境知識
    日期: 2008
    上傳時間: 2016-05-09 11:46:07 (UTC+8)
    摘要: 為瞭解次世代顧客體驗之偏好傾向，本研究依據企業所能掌握的顧客知識與情境知識之內容，探討顧客對體驗的偏好，透過文獻的探討，找出六項可做為分析顧客體驗偏好的因素，包括屬於顧客知識的「個人特質」、「消費記錄」、「消費目的」、與「人口統計資料」等四部份，以及屬於情境知識的「消費環境情境」、與「個人身心情境」等兩部份。另外，在顧客體驗偏好的部份，本研究嘗試以顧客的觀點對體驗做出分類，並借用Maslow提出的五大人類行為需求來瞭解顧客對體驗的偏好傾向。主要之研究發現包括：
    1. 除了再次認知顧客知識之重要性外，本研究亦確立了情境知識對於瞭解顧客體驗偏好之重要性。
    2. 生活型態屬於感性導向之顧客，及在消費現場較得不到顧客服務之顧客，會有越偏好能得到生理需求體驗之傾向。
    3. 處事態度屬於積極的引領潮流的顧客，及在消費現場得到不錯客戶服務之顧客，是屬於較高度偏好歸屬與愛需求體驗之族群。
    4. 生活型態屬於感性導向之顧客，及消費目的是作為送禮之用之顧客，在自我實現需求體驗方面，會有較高程度的偏好傾向。
    5. 努力成本及風險成本兩項決定產品特徵之因素，確實會對顧客體驗偏好產生影響。其中努力成本主要改變之體驗類型，包括生理需求及歸屬與愛需求體驗；而風險成本主要是影響之體驗類型，包括歸屬與愛需求、尊重需求及自我實現需求體驗。
    透過本研究，企業須認知到不同的人在不同的情境下，會對體驗有著不同的程度的偏好差異；此外消費產品特徵之不同，亦會對顧客體驗偏好產生影響。因此，企業在推出體驗時，必須根據過往對顧客的認識，以及現場顧客之反應做調整，才能提供最適當之體驗活動內容予顧客，發揮「體驗」最大之效益。
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    描述: 碩士
    國立政治大學
    資訊管理學系
    95356032
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0095356032
    資料類型: thesis
    顯示於類別:[資訊管理學系] 學位論文

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