再現第三代行動服務之顧客價值：紮根詮釋學的應用

Customer Value Representation of Third Generation Mobile Service: The Application of Grounded Hermeneutics

本文從主位觀點(微觀層次)的行動服務現象為核心出發，進而聯結至顧客生活經驗之價值觀及其社會脈絡情境的鉅觀層次(客位觀點)，為再現行動服務顧客價值的內涵，以中華電信為研究對象，依不同顧客價值角度分成三種類型，運用紮根詮釋學，藉符號文本的真實建構培養理論觸覺，針對行動服務顧客進行理論抽樣，對資料進行三階段式編碼。透過紮根詮釋學的應用，交叉進行解構文本及第二階段互文性分析。本研究貢獻在於浮現理論飽和之行動服務整體顧客價值架構，以及發現三種顧客價值路徑意義的核心概念，分別為信號外溢效果、服務接觸及關係品質。此三種核心概念匯流形成整體顧客價值；並且洞察出其主要的命題概念及價值路徑，可再進行理論的再脈絡化為三個抽象化命題組合。 This paper started from using the emic perspective (micro view level) of the third generation mobile service, 3G phenomenon as the core, and linked it to the value of the customer’s life experience and macro view level (etic perspective) of their social situation. In order to characterize the association of third generation mobile service, 3G customer value, using Chunghwa Telecom as the study object, and depends on different customer value perspectives and divides them into three types. This study used grounded hermeneutics through the actual establishment of symbolic text to develop theoretical sensitivity and focusing on processing theoretical sampling with third generation mobile service, 3G customers, and to process three-stage coding into data through a grounded hermeneutics perspective, and overlapping of deconstruction text and second stage of intertextuality analysis. The contribution of this study is to represent the third generation mobile service overall customer value framework of theoretical saturation, and find out the three core concepts of the customer value path meaning, including signaling spillovers effect, service encounter, and relationship quality. These three core concepts will converge and form overall customer value and gain insight into its main proposition concept and value path, and then process theoretical recontexrualisation as the three abstraction proposition combinations.