||Exploring the Green Innovation Strategy in Wedding Industry: A Perspective from Customer Expectation of Service
||Institute of Creative Industry Design
||Hsin Ling Han
Customer service expectations
Analytical Hierarchy Process
針：在第一階段，本研究藉由十七家廠商與十對新人的深度訪談，以鑽石模型與價值鏈建構出產業態勢以及綠色婚禮的關鍵成功要素與可發展價值項目；第二階段，本研究以上一階段挑選的 10 對新人為研究對象，發放 AHP 問卷，從消費者觀點了解實行綠色婚禮價值項目的顧客偏好及原因；第三階段，本研究結合第一階段與第二階段的研究發現，以郭元益、心之芳庭及白屋三家公司進行個案研究。研究發現，婚禮廠商必須先界定自己的定位，再透過服務階段、資源擁有與否以及顧客偏好排名架構出一套作為即將跨入綠色婚禮的廠商或是致力於成為綠色婚禮整合者實踐綠色創新的行動方案，創造獨特的競爭優勢，為整個產業帶來新的樣貌與可能。
While green innovation has been extensively investigated for secondary industries, we seldom explore the new elements of green innovation from the perspective of the customer. In fact, in Taiwan, carbon dioxide is not only produced by manufacturing, but is also generated by service industries accounting for about 30%. Furthermore, the ranking of carbon dioxide in the wedding industry is the third highest among service industries. In light of this research gap, this research is concerned about the possibility of exploring green innovation in the wedding industry and determines the green innovation developmental process in the wedding industry from a customer perspective.
The research design, based on three-step approach, aims to provide an action plan by which firms can execute green innovation in the wedding industry. In the first stage, in-depth interviews were conducted with seventeen managers of service providers in the wedding industry and ten couples either one year before or after their weddings to delineate the industry structure and possible service categories. In the second stage, in order to clarify customer preferences, ten AHP questionnaires were
collected from couples as the first stage. In the third stage, the findings from previous stages were coordinated using case studies of wedding-related companies: Kuos, Moncoeur, and Bywood. The findings indicate that firms should identify their positions and then consider the stage of service, the current resources, and the ranking of customer preferences to illustrate developmental strategies for green innovation in the wedding industry.
Table of Contents iv
List of Figures viii
List of Tables viii
1. Introduction 01
1.1 Research Background 01
1.2 Research Motivation 02
1.3 Research Objectives 04
1.4 Research Questions 05
1.5 Research Structure 05
1.6 Research Flow 06
2. Literature Review 07
2.1 Innovation Pattern 08
2.1.1 Type of Innovation 08
2.1.2 Innovation Trajectory 11
2.2 Green Innovation 12
2.2.1 Context of Green Innovation 12
2.2.2 Category of Green Innovation 16
2.2.3 Current Development of Green Innovation 17
2.3 Customer Expectations of Service 18
2.3.1 Theory of Customer Expectation 18
2.3.2 Customer Relationship Orientation 19
2.4 Views of Industry Analysis in the Wedding Industry 20
2.4.1 Model of Industry Analysis 21
2.4.2 Resource-based View 23
2.4.3 Development of Wedding Industry 25
2.4.4 Industry Analysis in Wedding Industry 26
3. Methodology 32
3.1 Research Design 33
3.1.1 Research Concept 33
3.1.2 Research Target 34
3.1.3 Research Process 36
3.2 Research Method 38
3.2.1 Participant Observation 38
3.2.2 In-depth Interview 39
3.2.3 AHP Method 40
3.2.4 Case Study 44
3.2.5 Thematic Network Analysis 46
3.3 Data Collection 46
3.3.1 Sampling Method 48
3.3.2 Data Analysis 50
3.3.3 Reliability and Validity 52
4. Results 56
4.1 Sampling Analysis 56
4.1.1 Sampling from Industry 56
4.1.2 Sampling from Customers 61
4.2 Industry Analysis in Wedding Industry 62
4.2.1 Diamond Model of the Wedding Industry 63
4.2.2 Diamond Model of the Supporting Industry 70
4.3 Green Innovation in the Wedding Industry 75
4.3.1 Green Items from Industry Auditing 75
4.3.2 Green Items from Customer Selection 76
4.3.3 Summary of Green Items 79
4.4 Ranking of Green Innovation from Customer Expectations 83
4.4.1 Customer Expectations at Each Wedding Stage 83
4.4.2 Customer Expectations in Overall Wedding Process 85
4.5 Case Studies of Green Innovation in the Wedding Industry 87
4.5.1 Case Analysis of Kuos 89
4.5.2Case Analysis of Moncoeur 93
4.5.3 Case Analysis of Bywood 97
4.5.4Findings from Case Studies: Suggestion for Green 101
Innovation in the Wedding Industry
5. Discussion 103
5.1 Findings 103
5.1.1 Key Success Factors of Developing Green 103
5.1.2 Green Wedding from Customer Expectations of 106
5.1.3 Suggestion for Green Wedding Development Strategies 110
for Service Provider
5.2 Implications for Theory 112
5.3 Implications for Practice 114
5.4 Limitations 115
5.5 Suggestions for Further Study 116
6. Conclusions 119
Appendix A/Questions of In-depth Interview with Managers 132
Appendix B/Questions of In-depth Interview with Customers 133
Appendix C/Green Wedding Document in Interview and Questionnaire134
Appendix D/Process of Open Coding (Wedding Industry) 138
Appendix E/Process of Open Coding (Supporting Industry) 146
Appendix F/AHP Questionnaire 150
Appendix G/The Consistency Ratio of AHP method 153
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