Exploring the Customer Relationship Management in Creative Living Industry: A Case Study of the Value Transformation of the Lavender Cottage

  • 廖 于慈

Student thesis: Master's Thesis

Abstract

The purpose of this project is to inspect how creative living industry embodies the core conception of the experience economy and the creative economy as well as improve citizen’s life quality and the industrial development By analyzing and assessing with the current circumstances of creative living industry business and the opinion of customers the study can pinpoint the guidelines of customer relationship and future direction for business Based on the above reasons this project selected the representative business in Taiwan creative living industry: the Lavender Cottage as a research object to understand its operation and customer relationship This project involved a db School internship and deeply engaged in the internal operation of the Lavender Cottage which is different from other researches The internship can be divided into three phases: 1) Interviewing the founder CEO and activity planner to shed light on the vision of the Lavender Cottage through in-depth interview 2) Applied the participatory observation to collect the primary data like the experience of the Lavender Cottage and the response of the customer in the field of internship 3) Understanding and analyzing the feelings and perceptions of the customer based on on-site questionnaire surveys The project findings reveal that the Lavender Cottage keeps promoting its vision and experience which includes products services activities and places to customers as well as building the customer relationship after internal value transformation Based on the investigation of the Lavender Cottage creative living business tries to build customer relationship through experience but ignores the exploration of customer cognition is the main purpose of customer relationship management In order to implement sustainable operation and industrial target the business needs to adjust customer relationship management and experience accordingly to ensure the understanding of customer
Date of Award2017 Aug 18
Original languageEnglish
SupervisorHsiao-Ling Chung (Supervisor)

Cite this

'