贏得顧客之接力馬拉松

Abstract

消費性市場日益競爭，企業取得顧客的成本不斷攀升，使遞延性服務（商品）成為一種新交易趨勢。本研究訪談兒童線上英語教育及健身房兩大「遞延性服務提供者」產業之業者，將其服務流程分為「體驗行銷階段」、「授課學習階段」、「MGM階段」、「續約階段」等四個階段，分析組織設計與流程管理，研究發現企業文化價值觀對各服務階段設計的影響，獎勵制度與活動設計如何幫助顧客保留，及後勤單位對遞延性服務提供者的重要性。

The consumer market is increasingly competitive, and the cost of acquiring customers continues to rise, making deferred service offering a new transaction trend. This study interviewed four deferred service providers from two major industries, children's online English education and gym. For highlighting the longitudinal service processes, this study particularly four main stages, including experience marketing stage, teaching learning stage, MGM stage and contract renewal stage. Through interviews, this study finds the significant impact of corporate cultural values on designing each service stage, the vital role of reward systems and activity design on customer retention, and the importance of backend supporting units on satisfactory service provision.