Experience Marketing and Customer Experience Management in Hairdressing Service: A Study of Subjective Sequential Incidents Technique Method

• Main Authors: Yang,Shr-An, 楊世安
• Other Authors: Chang,Chin-Hsu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/53214306823523559654

碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === As the information of cosmetology and hairdressing circulates, and the domestic living standard upgrades, people's cognition of hairdressing has already changed into the indicator of pursuing the fashion from the early basic livelihood demand. In addition, management conception of hairdressing transferred from simple pursuing "technology" progress to build customer's service type of wonderful "experience". The experience is formed by a succession of experience clues which is collected by customer's sense. If these clues are not to managed, the clue may countervail and customers have no impression at all, even customers will have the serious negative impression; On the contrary, if these clues are managed and constructed systematically, customers will have the positive impression. The experience can be molded. Staff should develop imagination and creativity in order to construct a brand-new experience for consumers. The scholar offered the concept of "experience marketing", and emphases on the marketing core which create different experience forms for the customers. So, the staff of hairdressing are not only fulfill hairstyle design, but pursue the coordination between hairdressing and entirety, think about customer's feeling, satisfy customer's demand, establish good relation with customers, and make customers own wonderful hairdressing experience. In order to discuss how to build customer's positive experience, and to avoid producing the negative experience, therefore research was taken by the SSIT (subjective sequential incidents technique) that is based on customer's positive and negative consumption experience in hairdressing , connect with several critical events , in order to explore the successional relation. In this case, customer's critical event that cause customer's joy and angry mood can be found out, in order to build customer's joyful experience and stop the formation of customer's negative emotion. In conclusion, the results of research could be applied to strategy management in hairdressing , and to help hairdressing develop the customer's experience platform about the essence of " customer's experience management"