| Summary: | 碩士 === 實踐大學 === 企業創新與創業管理研究所 === 96 === Firms have recognized the high value created by “feeling economy”, identified with the positive relationship between mind share and market share of products or services, and realized that the consumers no longer pursue cheap and fine goods; instead, the consumers look for the “value” and expect to be satisfied spiritually in the service. With the emotional motives, the firms actively construct the relationship with the consumers and treat touching service as the blue ocean strategy of operational strategy or service marketing.
With respect to touching service, this study follows PZB model and ERG theory to propose three-level theoretical frame of touching service. Three levels in this frame are from the lowest to the highest：out of expectation, experience and profound a touch. The three levels also respond to three demand levels of ERG theory: out of expectation-existence needs, experience-relatedness needs, profound a touch-growth needs. Similar to ERG theory, the three-level satisfaction of touching service does not necessarily increase from the lowest. There might be multiple levels at the same time.
This research further explores the factors influencing three levels of touching service from level difference and proposes the feasible innovative strategy for touching service.
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