Experience Marketing and Serivce Gap in Hairdressing Service: A Study of Subjective Sequential Incidents Technique Method

• Main Authors: Yi-Chieh Chu, 朱怡潔
• Other Authors: Chin-Hsu Chang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/93544196211214399351

碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === Taiwan is a service-oriented country, and its added value of service industry has account for of 73% of gross domestic product (GDP). Hairdressing industry is under the personal services sector, but slightly different from others. The trade pattern of hairdressing industry is a high participation state, so the subjective experience of the "customer”, one of the participants, is very important. Hairdressers seek to bring customers wonderful feelings through experiential marketing approach to improve customers’ loyalty. However, the traditional hairdressing concerns only about the procedure instead of the customer experience. Moreover, hairdressing provides services and products simultaneously. Therefore, if the services fail to know well customers’ needs and expectation, they will loose the both sides. It’s a pity that the gap between customers and services still exist. The study uses Subjective Sequential Incidents Technique（SSIT）for data analysis. Firstly, the researcher analyzed the stories of impressive consuming experiences written by customers. Secondly, the author discussed the service gap between experiential marketing in hairdressing by comparing the in-depth interview of services in hairdressing with the customers’ stories. The results have indicated that the two obvious gaps existing in hairdressing industry are “lacks of cognition to customers’ feeling” and “” with cognition but disagree with them.” Finally, the study proposes two kinds of management implications and suggestions for the gaps.