| Summary: | 碩士 === 國立成功大學 === 國際企業研究所 === 104 === The aim of this research is to examine the concept of transforming value proposition into service experience based on service-dominant logic. Building on service-dominant logic, one of foundational premises explains that enterprise could only offer value proposition, but lack of the standard architecture for how value proposition being transformed. Therefore, this study uses qualitative research methods to explore the startup process of Matthew’s Choice, and then offers five steps for transformation process and seven propositions for each step theoretically. In addition, the proposed framework highlights the relationship of value proposition, engagement and service experience in transformation process, and more generally, finds out the importance of stakeholder engagement in transforming company’s value proposition into service experience as well.
In summary, the research suggests firms should establish clear value proposition first, identify and corporate with reciprocal value proposition partners, integrate resource with customer and stakeholder engagement that transform value proposition into service experience effectively. Finally, the transformation cycle helps companies create stable service system with stakeholders and brings self-reinforcement for focal firm to attract more actors to engage for stronger service system and value co-creation.
Key words: value proposition, engagement, service experience, stakeholder engagement
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