Innovative Service Design on Virtual Community—An Example of Hair Colors Industry

• Main Authors: Yuan-Kang Yang, 楊元康
• Other Authors: Shu-Ping Lin
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/3zcx7n

碩士 === 中華大學 === 科技管理學系碩士班 === 101 === The rapid progress of information technology has lead Internet to become an important part of human’s life. In 2012, the TWNIC published that the number of Internet user was over 17.53 million in Taiwan, and the Internet access rate of 75.44%. In the Web 2.0 era, the “virtual community” has become a key to the success of Internet services. With the popularity of the Internet and innovative technology, virtual communities have developed innovative business models as the core competitiveness of E-Commerce. However, under the trend of “manufacturers toward service industry, service toward technology industry”, how to integrate the information technology to develop a variety of innovative services by Taiwan’s enterprises to enhance their business performance and competitive advantage, will be the main goal of enterprises to move towards sustainable management. Under the trend of E-Service, the color dye market has a lot of young people as the bulk of costumers, is aimed at by the market. Accordingly, this study aims to utilize the concept of Service Experience Engineering with 167 valid survey questionnaires to understand young consumers’ attitude and behavior toward the hair-color market through virtual community marketing channels, simultaneously to explore key service demand factors affecting consumers’ attitude and behavior. Then, based on results achieved from interviews of 5 experts and focus group discussions of 20 students, the Quality Function Deployment (QFD) method was employed to identify the most viable strategies which are capable to enhance consumers’ use of hair colors through the assistance of virtual community marketing channels. The initial results showed that among obtained key service demand factors including “information reliability”, “community sharing”, “promotion and evaluation”, “sufficient information and convenience”, “manager professional competence”, and “website attractiveness”, three top important factors were “sufficient information and convenience”, “information reliability”, and “manager professional competence”. Finally, based on the achieved key customer demand factors, the QFD analysis results implied that the hair-color industry should focus on primary strategies of “hiring hair-dye experts for virtual community managers”, “building up hair-dye academy”, building up hair-dye library”, “organizing regular hair dye-related work sharing or competitions”, “periodic network marketing”, and “hiring well-known celebrities to be representatives” once attempting to build up and improve virtual community service design planning for hair colors.