A Study of Customer Value on Customer Reacquisition

[[abstract]]本研究於針對過去研究者較為忽視的「流失顧客族群」進行討論，從顧客價值的角度去分析對於挽回流失顧客其影響的程度，依其重要性程度提出相關策略建議，以重新給予流失顧客新的價值，使顧客願意再次購買。 本研究對象以台灣餐飲業為探討產業，以顧客價值衡量指標為主，將顧客價值分為功能價值、社會價值、情感價值、嘗試價值、情境價值五大構面，採用層級分析法驗證資料。研究結果顯示，企業對於「功能價值」構面最為重視，依次為「情感價值」、「嘗試價值」、「情境價值」和「社會價值」。受經濟不景氣的影響，消費者對餐飲業的選擇更加審慎，因此強化基本的功能價值就成為首要的重點；其次情感價值，藉由服務人員、廣告，影響消費者情感或情緒；而嘗試價值可以引發消費者的好奇心，滿足消費者為了探究、尋找多變新奇的行為。再者，情境價值可經由特定情境下，使得具有特殊價值，因而重新獲得顧客；最後的社會價值，則使消費者與其他社會群體聯結，提高流失顧客之挽回。 策略建議方面，可加強品質策略以確保食品安全衛生、產品和環境品質，以提高功能價值；情境價值則可推行電子折價劵，因傳播範圍極大，且其互動性高；並可針對健康、環保趨勢或是新的都會生活型態，融入於產品、環境，增加流失顧客的嘗試價值。[[abstract]]The purpose of this paper is to discuss the perspective of customer value to regain the loss of customers for the extent of its impact according to the result propose strategies Therefore the former service provider give new customer value for the lost customers and the lost customers are willing to buy again This study is investigated the catering industry in Taiwan mainly in order to measure customer value And customer value would be divided into five faces functional values social values emotional values epistemic values and conditional values The practical and academic experts are involved in this research and we use AHP to verify the data The results indicated that catering industry for the functional values dimensions of most importance next is emotional values epistemic values conditional values and social values The impact of economic downturn consumers more cautious choice of restaurants so the basic functional value become the primary focus; the second is emotional values by service person advertising influence consumer sentiment And the third is epistemic values that can trigger the curiosity of consumers In the practical strategies enhance quality strategy to ensure food safety and health product and environmental quality to improve functional values Also can be for health environmental trends or new life style that into the product and service to increase epistemic values of the loss of customers Besides conditional values can implement electronic discount coupons to great for interactiv