| Summary: | 博士 === 國立臺北大學 === 企業管理學系 === 96 === 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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