A Study on the Effect of Customer Experience on Value Creation from Service Perspective - Apple &; Zara

• Main Authors: Chunsheng Chen, 陳鈞勝
• Other Authors: Yiching Liou
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/26827208947232644444

碩士 === 國立勤益科技大學 === 研發科技與資訊管理研究所 === 101 === First-generaton iPhone was announced in 2007 by Steve Jobs. And iPhoneX’s have been donimated and formed a new trend in the smart phone industry in the past 6 years. On the other hand, Zara, a firm in the traditional fashion industry has also been recognized as the leading innovation company by a business model named “fast fashion” through IT applications. Both CEOs of these two companies believe that they need to contact their customers to know their customers’ needs. Apple is good at finding potential customers’ preferences, and ZARA collects consumers’ information and their opinions in purchase process for future product developmt. Apple projects an image of “technology + fashion” in the 3C consumer’s electronics industry. Zara, however, impresses consumers with a reflectin of “fashion + technology”. They are the representations of a new and a traditional industries. Traditional marketing tactics focus on products and their functions. Whereas, new marketing strategy tends to involve service-oriented efforts for both producers and consmers to co-create whole values. Our research studied the relationships between marketing experience, experiene value, service value, customer satisfaction, and customer loyalty from the perspective of service in two different industries, taking Apple and Zara as examples. Survey were conducted through online and direct paper data collection. And hypotheses were analyzed and verified by SPSS and AMOS. Results showed that only iPhone’s service value did not have positive influence on customer satisfaction, all other hypotheses were verifed true (including marketing experience has positive influence on experience value, experience value has positive influence on service value, experience value has positive influence on customer satisfaction, and customer satisfaction has positive influence on customer loyalty) for both products. These suggested that service can create value for customers in different industries and more services should be initiated for customers with low technological skills in the 3C consumer’s electronics industry. On the other hand, companies in traditional industries can collect consumers’ informations during service contact process for upcoming product development. Future research needs to elaborate our study in middle-aged consumer groups and incorporate qualitative and quantitative methods from both producer’s and consumer’s side for more detailed and advanced contribution academically and practically. Keywords: Experience Economy, Experiential Marketing, Experiential Value, Service Value