Application of KANO Model on Free Trial Sessions in Fortune-Telling Industry

• Main Authors: PENG, SHING-YIH, 彭馨逸
• Other Authors: 陳智凱
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/77468529668047301831

碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 103 === UNESCO has given “culture” the following definition: “In a broad sense, culture is a set of characteristics used to distinguish different societies or groups of people that include unique aspects relating to spirituality, materialism, knowledge, art, literacy achievements, life style, basic human rights, value systems, and traditional beliefs.” This work tried to address the consumer behavior relating to coursework in Ziwei based on case study. Ziwei is a set of fortune-telling theories centered in traditional Chinese culture. These case studies offer a critical analysis for industrial innovation and management patterns and the co-relationship with marketing strategies which adopt and utilize free lessons as a method to change consumer behavior and decision making processes. The Kano Model serves as an ideal comparison point for analysis, this model proffers a point of view that considers both the subjective “satisfaction of the customers” and the objective “quality of the courses.” In broad strokes, these two areas form the basic two-dimensional structure of the Kano Model, with this model in hand, we try to evaluate the case from four major categories of fortune-telling courses: space, instructors, support staff, and a classification method of 20 experiential elements (20 independent case studies). This work showed that consumers value most the category of instructor(s), specifically qualities in instruction that offers openness, flexibility, and expertise, i.e., knowledge. Secondly, consumers value the features and characteristics of the actual course structure and emphasis itself, specifically “the connection between course content with life experience”. Finally, this work suggests that future research include consumers who have not experienced free lessons and give them hypothetical questionnaire to motivate consumers to take part in trial lessons, and then move them to further formal coursework that requires payment. The fortune-telling industry being relatively unknown and unique; however this work will be beneficial to others engaged in adult education concerning cultural activities.