中小型室內設計公司顧客忠誠度之個案研究-以綵韻室內設計公司為例
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2022
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在台灣競爭激烈的房地產市場，中小型室內設計公司若能永續經營，大多仰賴固定、持續回流的客源，因此，如何累積顧客忠誠度便成為公司營運的首要課題。本研究以綵韻室內設計公司為研究對象，採個案研究法、訪談法及次級資料分析法，探討中小型室內設計公司的顧客忠誠度，其中分別以B2B、B2C顧客交換成本定義顧客忠誠度，透過個案公司的資源發展及策略形貌六大構面之理論架構，深入研究顧客忠誠度的不同面向，並分析企業內部資源、創新能力等因素對顧客忠誠度的影響。從綵韻室內設計初創期、穩定期、多元發展期的進程，闡明個案公司如何經由產品的合作關係，意即承接建設公司的公共空間設計、配合代銷公司的實品屋策略，以及住宅個案的口碑推薦等業務，探究專屬資產、專屬陷入成本、產品擴大效益等等與忠誠度之間的關係，建立合作雙方的忠誠度。此外，顧客忠誠度的累積也與公司核心資源的發展有關，包括產品線廣度與特色、目標市場的區隔、工程單位的垂直整合、品牌形象的建立、穩定的設計團隊的成立等，此亦為個案公司為何在台灣房地產景氣起落循環中，仍具有高度競爭優勢的緣故，也是得以維持顧客忠誠度的關鍵因素。透過此一個案公司之分析研究，顯示中小型室內設計公司顧客忠誠度之建立，主要奠立在建設公司、代銷公司及住宅個案三種客群對個案公司的產品效益、專案執行力、設計專業及其投入責任之肯定，以及設計公司的內外部資源整合與拓展上，因其不但具有滿足B2B顧客產品需求的彈性策略、與時俱進的創新思維，亦具備博得B2C顧客滿意度和信任感的專業能力，從而逐漸累積豐厚的「不作第二人想」的顧客忠誠度。
In Taiwan’s fiercely competitive real-estate market, the sustainable operation of small and medium-sized interior design companies mostly relies on fixed and returning customers. Hence, how to accumulate customer loyalty is the first and foremost issue in company operations. This study adopted Cai-Yun Interior Design Ltd., Co., as the research participant. Case study, interviews, and secondary data analysis were adopted to explore the customer loyalty of small and medium-sized interior design companies. Customer loyalty was defined by B2B and B2C customer exchange costs customer exchange costs. Through the theoretical framework of six dimensions of the case company’s resource development and strategic profile, an in-depth study was conducted on the different aspects of customer loyalty. Additionally, the impact of an enterprise’s internal resources, innovative capabilities, and other factors on customer loyalty were analyzed.Throughout the course from the start-up stage, the stabilization stage, and the diverse development stage of Cai-Yun Interior Ltd., Co., “How the case company explored specific assets, specific sunk cost, product expansion benefits, and other relationships with loyalty in order to establish loyalty between both collaborators” was elaborated through product collaboration (i.e., undertaking the construction company’s public space design coordinating with real estate agents’ sample house strategy, residential cases’ word-of-mouth recommendations, and other undertakings). In addition, the accumulation of customer loyalty was also associated with the company’s development of core resources, including the breadth and characteristics of production lines, the segmentation of target markets, the vertical integration of engineering units, the establishment of brand image, the setup of a stable design team, etc. They were also the reasons the case company maintained a competitive advantage in the boom and bust cycle of Taiwan’s real-estate. They were also the key factors that maintain customers loyalty.Analysis of the case company shows that the establishment of small and medium-sized interior design companies’ customer loyalty is mainly based on the product benefits, project execution power, design expertise, the affirmation of responsibilities rendered, and the integration and expansion of the internal and external resources of design companies. Not only are there flexible strategies that meet the B2B customers’ product needs, but also there are innovative mindsets that keep pace with the times. Professional competencies needed to gain B2C customers’ satisfaction and trust are also displayed, thereby gradually accumulating a great deal of customer loyalty that “no other is on my list”.
In Taiwan’s fiercely competitive real-estate market, the sustainable operation of small and medium-sized interior design companies mostly relies on fixed and returning customers. Hence, how to accumulate customer loyalty is the first and foremost issue in company operations. This study adopted Cai-Yun Interior Design Ltd., Co., as the research participant. Case study, interviews, and secondary data analysis were adopted to explore the customer loyalty of small and medium-sized interior design companies. Customer loyalty was defined by B2B and B2C customer exchange costs customer exchange costs. Through the theoretical framework of six dimensions of the case company’s resource development and strategic profile, an in-depth study was conducted on the different aspects of customer loyalty. Additionally, the impact of an enterprise’s internal resources, innovative capabilities, and other factors on customer loyalty were analyzed.Throughout the course from the start-up stage, the stabilization stage, and the diverse development stage of Cai-Yun Interior Ltd., Co., “How the case company explored specific assets, specific sunk cost, product expansion benefits, and other relationships with loyalty in order to establish loyalty between both collaborators” was elaborated through product collaboration (i.e., undertaking the construction company’s public space design coordinating with real estate agents’ sample house strategy, residential cases’ word-of-mouth recommendations, and other undertakings). In addition, the accumulation of customer loyalty was also associated with the company’s development of core resources, including the breadth and characteristics of production lines, the segmentation of target markets, the vertical integration of engineering units, the establishment of brand image, the setup of a stable design team, etc. They were also the reasons the case company maintained a competitive advantage in the boom and bust cycle of Taiwan’s real-estate. They were also the key factors that maintain customers loyalty.Analysis of the case company shows that the establishment of small and medium-sized interior design companies’ customer loyalty is mainly based on the product benefits, project execution power, design expertise, the affirmation of responsibilities rendered, and the integration and expansion of the internal and external resources of design companies. Not only are there flexible strategies that meet the B2B customers’ product needs, but also there are innovative mindsets that keep pace with the times. Professional competencies needed to gain B2C customers’ satisfaction and trust are also displayed, thereby gradually accumulating a great deal of customer loyalty that “no other is on my list”.
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室內設計, 忠誠度, 交換成本, 資源基礎理論, 策略形貌, Interior Design, Loyalty, Transaction Cost, Resource-based View, Strategic Posture