品牌價值及主動式服務對顧客體驗的影響-以某外商企業伺服器公司為例

Abstract

本篇論文探討品牌價值和主動式服務對顧客體驗的影響，以一家外商企業伺服器公司的客戶服務部門為研究對象。本研究主要探討這些因素如何提升顧客滿意度和忠誠度，這對於在技術服務驅動的市場中維持競爭優勢至關重要。研究首先進行了全面的文獻回顧，關於品牌價值和主動式服務，提供了一個理論框架，以理解它們在塑造顧客感知和體驗中的作用。採用的研究方法論和質性訪談的混合方法，對公司的關鍵利益相關者和顧客進行了調查。以研究結果顯示，高品牌價值通過促進積極的品牌形象和認知顯著地增強了顧客信任和忠誠度。相對的，客戶服務提供主動式服務，其特點是在問題出現之前預測和滿足顧客需求，在提高顧客滿意度和增強整體服務體驗方面起著關鍵作用。這些服務包括個性化支持、預測性維護和實時問題的有效解決，這些都是通過完整的後勤維護支援體系及先進技術如人工智能和機器學習來實現的。品牌價值和主動式服務之間的相互作用也顯示為一個重要因素，顯示出在強大品牌的背景下，主動策略的效果被放大，導致更高的顧客參與度和滿意度。論文最後提出了戰略建議，為旨在提升品牌價值和顧客體驗的組織提供指導。這些建議包括投資於技術以更好地預測和滿足顧客需求，培訓員工提供卓越的主動服務，以及持續測量和根據顧客反饋調整策略。本研究為學術文獻貢獻了實證證據，關於品牌價值和主動式服務對顧客體驗的協同效應，為企業提供了實踐洞察，幫助他們在競爭激烈的環境中蓬勃發展。This thesis investigates the impacts of brand value and proactive services on customer experience, focusing on a multinational server company. The research primarily explores how these factors enhance customer satisfaction and loyalty, crucial for sustaining competitive advantage in the technology-driven market.The study begins with a comprehensive literature review on brand value and proactive services, providing a theoretical framework for understanding their roles in shaping customer perceptions and experiences. The methodology adopted includes a mixed-methods approach, combining quantitative surveys and qualitative interviews with key stakeholders and customers of the company.Results reveal that high brand value significantly contributes to customer trust and loyalty by promoting a positive brand image and recognition. Furthermore, proactive services, characterized by anticipatory actions to meet customer needs before they arise, play a pivotal role in increasing customer satisfaction and enhancing the overall service experience. These services include personalized support, predictive maintenance, and real-time problem resolution, which are facilitated by advanced technologies such as AI and machine learning.The interaction between brand value and proactive services also emerged as a significant factor, showing that the effectiveness of proactive strategies is amplified within the context of a strong brand, leading to higher customer engagement and satisfaction levels.The thesis concludes with strategic recommendations for organizations aiming to enhance their brand value and customer experience. These include investing in technology to better predict and meet customer needs, training employees to deliver exceptional proactive services, and continually measuring and adapting strategies based on customer feedback.This research contributes to the academic literature by providing empirical evidence on the synergistic effects of brand value and proactive services on customer experience, offering practical insights for businesses looking to thrive in competitive environments.