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A Study on Optimizing Service Supply Chain of Mice Based on Customer Value Innovation

Author: WangLingLing
Tutor: ZhengSiWei
School: Zhejiang Technology and Business University
Course: Tourism Management
Keywords: Customer Value Innovation MICE tourism Service Supply Chain Optimal design Hangzhou
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 305
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Abstract

The rapid development of the MICE events as well as the characteristics of tourism products, only related to mutual cooperation and support to enterprises provides complete products and services to tourists, that determines the formation and presence of MICE tourism service supply chain. With the development of technology and new products continue to emerge, the competition has gone beyond the confrontation between enterprises, rose to the contest between the the exhibition business where the supply chain and supply chain. Customers no longer passive recipients of products and services, but the final decision of the competition in the market force. Overly concerned about competitors original supply chain is no longer suitable for the needs of today's MICE tourism development, customer value creation and delivery capacity of the determinants of the formation and development of the supply chain, core sources of customer value innovation has become a competitive advantage. This article considers the customer value innovation is the important factors that must be considered in the original service supply chain optimization process. On the basis of this theory, the use of statistics and a combination of qualitative and quantitative research methods, Hangzhou MICE services supply chain, for example, the supplier and customer value-based perspective depth study MICE tourism service supply chain optimization . First of all, on the basis of the review in the theory, explore innovative models of customer value, and the combined exhibition site and e-mail interviews, summarizes the factors that may affect the supplier of customer value innovation factors affect the perceived customer value and MICE services customers value innovation-driven factors, Finally, an empirical study questionnaire items extracted by the above factors transformed from. Second, build established MICE services supply chain model to analyze the need for supply chain optimization based on customer value innovation and the MICE services optimized supply chain model; Finally, the empirical analysis through surveys and field interviews were distributed 300 copies of questionnaires, 244 valid questionnaires, data obtained using SPSS and EXCEL software for processing. Statistical analysis, the following main conclusions: according to the Capability Maturity Degree Model CMM measured through questionnaires Hangzhou MICE services supply chain services Capability Maturity draw today's Hangzhou MICE tourism service supply chain has reached a defined level, and to The goal of the management level, but away from the degree of optimization level is still some distance. MICE tourism service providers willingness to create value for the customer and the actual value were significantly correlated for customers to create, but the actual level is lower than the wishes of the degree, the main reason for the gap is closely associated with the customer has done deficiencies, if not with good communication to customers and fully understand the actual needs of the customer, customer complaints will not make rapid feedback. According to the Parasuraman, Zeitheml Berry's SERVQUAL evaluation model framework, the establishment of the MICE tourism service customer value measurement scales drawn perceived Hangzhou MICE tourism service value of the level of their expected service level of values, there are significant differences. Improve the supply chain should be above the gap is especially large gap project. Satisfaction measurement, the degree of satisfaction with the services provided by the exhibitors of MICE tourism service enterprises. MICE services based on customer value innovative supply chain optimization model is basically applicable to the development needs of the MICE tourism in Hangzhou, but minor modifications, to build a suitable development of Hangzhou MICE tourism service supply chain model, and propose the following process works: grasp Exhibition customer needs, explore new value; supply chain information sharing mechanism, constant communication with the customer demand information; measurement Exhibition customer satisfaction, and to make quick feedback on customer input; predict changes in customer value, and a new round of supply chain cooperation.

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