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| Title: | 結合企業社會責任的服務創新之道—以薰衣草森林為例
The Intergrate of Corporate Social Responsibility and Service Inovation : Case Study of Lavender Cottage |
| Authors: | 劉桂驊 |
| Contributors: | 羅明琇
白佩玉
劉桂驊 |
| Keywords: | 企業社會責任
服務創新
顧客參與
顧客忠誠度
corporate social responsibility
service innovation
customer participation
customer loyalty |
| Date: | 2016 |
| Issue Date: | 2016-08-03 13:31:32 (UTC+8) |
| Abstract: | 現今的企業面臨多變的消費者需求，以及遍布國內外的競爭對手所帶來的競爭壓力，企業無不用盡各種創新方法以滿足消費者的需求或吸引新的消費者，服務產業因其所提供服務與消費者密切相關，更加重視服務的創新。企業維持競爭力及追求永續經營，提升消費者忠誠度亦是企業致力追求的目標之一，而研究指出實踐企業社會責任（Corporate Social Responsibility，CSR）對提升顧客忠誠度有正相關，近年社會各方壓力亦要求企業開始注重、實踐企業社會責任，此兩股力量驅使企業社會責任成為現今企業營運重要的關鍵因子。
因此本論文強調服務創新及企業社會責任的結合，前者可滿足消費者多變的需求及為企業吸引新客源，後者對提升顧客忠誠度有正向幫助，兩者皆有助於企業提升競爭力，卻鮮少有研究探討兩者的綜效，故本研究以休閒產業的領導品牌－薰衣草森林為個案研究標的，探討服務創新與企業社會責任交互作用的效果。
本研究透過薰衣草森林的服務創新專案－綠森活小旅行為該企業提供企業經營所面臨挑戰與困難的可能解方，透過該企業品牌價值中的CSR基因，以及綠森活小旅行的顧客參與活動創造獨特經驗與其他競爭廠商做出差異化；在綠森活小旅行中分享不同品牌CSR的故事，藉此吸引客源到不同品牌，為其他品牌增加新客源；透過服務創新的方式傳遞品牌價值中的CSR信念，深化顧客認同與提高滿意度，進一步提升顧客忠誠度；最後，也透過此服務創新平台為薰衣草森林導入新的客源。
This research aims to find out the effect of the integration of Corporate Social Responsibility (CSR) and Service Innovation on business performance. Companies nowadays are under great pressure due to consumers’ fast-changing demands and the keen competition from globalization. In order to achieve business sustainability, it becomes essential to acquire new customers and maintain existing customers by enhancing customer loyalty. Therefore, service innovation is one of the popular ways that companies adopt to attract customers. Previous studies indicated that there is a positive correlation between the practice of CSR and customers loyalty. However, few studies discuss about the integration of service innovation and CSR and how they could be conducted simultaneously. Therefore, this study fulfills the research gap and focuses on the integration of service innovation and CSR.
The method used in this research is case study of Lavender Cottage. Lavender Cottage is the leading company of Taiwanese recreation and leisure industry. It is well-known for its CSR practice; for example, it puts CSR into practice since the company was established in 2001. The case study recognizes and analyzes the difficulties Lavender Cottage faced when running the business. Moreover, this study suggests a way of integrating service innovation and CSR to solve their problems.
The research suggests that if Lavender Cottage launches the service innovation project, it may be able to successfully differentiate its business from other competitors, to increase customer loyalty to its brand, and to keep attracting new consumers. The result of the research proves that the integration of service innovation and CSR can lead to the higher customer satisfaction of costumers, which in turn can lead to higher customer loyalty.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究標的 2
第三節 研究目的與研究問題 3
第二章 文獻探討 5
第一節 企業社會責任 5
第二節 企業社會責任對品牌的影響 11
第三節 服務創新 12
第四節 顧客參與 17
第三章 研究方法 20
第一節 質性研究 20
第二節 個案研究法 20
第三節 民族誌學 22
第四章 個案分析 24
第一節 個案公司介紹 24
第二節 以企業社會責任角度分析薰衣草森林 29
第三節 綠森活小旅行服務專案介紹 39
第四節 以服務創新角度分析綠森活小旅行服務專案 46
第五節 綠森活小旅行專案預期效益－結合CSR與服務創新 51
第五章 結論 53
第一節 研究貢獻 53
第二節 研究限制 56
第三節 後記 57
參考文獻 59 |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
103363014 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0103363014 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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