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A Study of Benefit Enjoyment, Customer Satisfaction, Customer Participation, and Goal Transformation in the Consumption of Delayed-Benefit Services

Research Project

Project/Area Number 20H01552
Research Category

Grant-in-Aid for Scientific Research (B)

Allocation TypeSingle-year Grants
Section一般
Review Section Basic Section 07090:Commerce-related
Research InstitutionKagawa University

Principal Investigator

Fujimura Kazuhiro  香川大学, 経済学部, 教授 (60229036)

Co-Investigator(Kenkyū-buntansha) 高室 裕史  甲南大学, 経営学部, 教授 (30368592)
磯田 友里子  高知大学, 教育研究部人文社会科学系人文社会科学部門, 講師 (40822200)
小林 哲  大阪公立大学, 大学院経営学研究科, 教授 (60225521)
Project Period (FY) 2020-04-01 – 2024-03-31
Project Status Completed (Fiscal Year 2023)
Budget Amount *help
¥17,420,000 (Direct Cost: ¥13,400,000、Indirect Cost: ¥4,020,000)
Fiscal Year 2023: ¥3,510,000 (Direct Cost: ¥2,700,000、Indirect Cost: ¥810,000)
Fiscal Year 2022: ¥5,200,000 (Direct Cost: ¥4,000,000、Indirect Cost: ¥1,200,000)
Fiscal Year 2021: ¥5,070,000 (Direct Cost: ¥3,900,000、Indirect Cost: ¥1,170,000)
Fiscal Year 2020: ¥3,640,000 (Direct Cost: ¥2,800,000、Indirect Cost: ¥840,000)
Keywords便益遅延性 / 価値観的便益 / 感情的便益 / 機能的便益 / 顧客参加 / 目標 / 教育サービス / 医療サービス / 学習モチベーション / 目標変容 / 学習行動 / 顧客志向 / 顧客満足 / 目標の形成・向上 / 目標の利他化 / 価値観便益
Outline of Research at the Start

機能的便益の享受において遅延性が存在する教育サービス(目標および学習期限の異なる5タイプの教育)を対象として、主に以下の3つについて理論的・実証的に考察を行う。
①教育サービスの学習者の満足や参加の向上において、機能的便益(能力の向上)、感情的便益(学習過程でのポジティブ情動の喚起)、価値観的便益(学習に対する認識や姿勢、期待する目標の向上)が果たす役割
②3つの便益の効果的かつ効率的な享受と学習者の参加を促すことにおいて、マーケティングが果たすことのできる役割
③教育サービスのデリバリー・プロセスにおいて、学習者の事後的な目標の設定プロセスと、目標向上において重要な役割を果たす要因

Outline of Final Research Achievements

We conceptualized the time gap between the time of service delivery and the time when customers can actually enjoy the benefits as "benefit delay," and defined services in which this exists as delayed benefit services. In this type of service consumption, three types of benefits (functional benefits, emotional benefits, and perspective benefits) are perceived.
In this study, we examined the solutions to two academic questions for educational services. The questions are: 1) What role do the three benefits play in improving customer satisfaction and customer participation, 2) What is the role of marketing in promoting effective and efficient enjoyment of the three benefits and customer participation, and 3) What is the process of forming customers' expost goals and what is the role of marketing in this process?

Academic Significance and Societal Importance of the Research Achievements

サービスは提供者と顧客との協働によって生成されるが、便益遅延性型サービスの消費では、顧客は自身の参加の成果を即時的に実感できないことから 、さらに参加には不快感を伴うことから、顧客参加は抑制され、その結果として遅延的に生じる便益も期待以下の水準に留まるおそれがある。
本研究の意義は、消費目的である機能的便益の享受において遅延性が生じたとしても、価値観的便益と感情的便益の享受を促すことで、さらに顧客の目標の適切化を図ることで顧客参加と顧客満足を維持・向上させることが可能なことを明らかにすることで、顧客自身だけでなく、社会全体のウェルビーイングに貢献できる方策を導くことができることである。

Report

(5 results)
  • 2023 Annual Research Report   Final Research Report ( PDF )
  • 2022 Annual Research Report
  • 2021 Annual Research Report
  • 2020 Annual Research Report
  • Research Products

    (16 results)

All 2023 2022 2021 2020 Other

All Journal Article (5 results) (of which Open Access: 5 results,  Peer Reviewed: 4 results) Presentation (7 results) (of which Int'l Joint Research: 3 results,  Invited: 1 results) Book (2 results) Remarks (2 results)

  • [Journal Article] A Study on the Selection of Products for Local Product Branding : A Case Study of Yakiniku in Iida City2023

    • Author(s)
      小林 哲、俵 慎一
    • Journal Title

      経営研究

      Volume: 73 Issue: 4 Pages: 1-24

    • DOI

      10.24544/omu.20230313-005

    • ISSN
      0451-5986
    • URL

      https://ocu-omu.repo.nii.ac.jp/records/2000980

    • Year and Date
      2023-02-28
    • Related Report
      2023 Annual Research Report
    • Open Access
  • [Journal Article] Effects of Gain-Loss Frames on Purchase Decisions of Foods for Specified Health Uses2023

    • Author(s)
      原広司・佐藤圭・小林哲
    • Journal Title

      Japan Marketing Review

      Volume: 4 Issue: 1 Pages: 3-10

    • DOI

      10.7222/marketingreview.2023.001

    • ISSN
      2435-0443
    • Year and Date
      2023-02-28
    • Related Report
      2022 Annual Research Report
    • Peer Reviewed / Open Access
  • [Journal Article] An Analysis of the Relationship Between Goal Change and Skill Improvement in the Consumption of Education Services: A Case Study of the Management Game2021

    • Author(s)
      Kazuhiro Fujimura
    • Journal Title

      Advances in Human Factors in Training, Education, and Learning Sciences, Proceedings of the AHFE 2021

      Volume: 269 Pages: 353-361

    • DOI

      10.1007/978-3-030-80000-0_42

    • ISBN
      9783030799991, 9783030800000
    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Open Access
  • [Journal Article] An Examination of the Effect of Common Language on the Creation of a Sense of Unity Between Organization Members in a Management Game2021

    • Author(s)
      Fumiyo Ozaki and Kazuhiro Fujimura
    • Journal Title

      Advances in Human Factors in Training, Education, and Learning Sciences, Proceedings of the AHFE 2021

      Volume: 269 Pages: 387-395

    • DOI

      10.1007/978-3-030-80000-0_46

    • ISBN
      9783030799991, 9783030800000
    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Open Access
  • [Journal Article] Developing a Model on the Effects of Management Games for Human Resource Development: From a Benefit Delay and Acquisition Perspective2020

    • Author(s)
      Kazuhiro Fujimura and Fumiyo Ozaki
    • Journal Title

      Advances in Human Factors in Training, Education, and Learning Sciences, Proceedings of the AHFE 2020

      Volume: 1211 Pages: 204-211

    • Related Report
      2020 Annual Research Report
    • Peer Reviewed / Open Access
  • [Presentation] 便益遅延型サービスとしての医療2022

    • Author(s)
      藤村和宏
    • Organizer
      第81回日本癌学会学術総会内の日本学術会議臨床医学委員会腫瘍分科会主催の公開シンポジウム「患者と医療者が協創するがん医療を目指して」
    • Related Report
      2022 Annual Research Report
    • Invited
  • [Presentation] An Analysis of the Relationship between Goal Change and Skill Improvement in the Consumption of Education Services: A Case Study of the Management Game2021

    • Author(s)
      Kazuhiro Fujimura
    • Organizer
      2th International Conference on Applied Human Factors and Ergonomics
    • Related Report
      2021 Annual Research Report
    • Int'l Joint Research
  • [Presentation] An Examination of the Effect of Common Language on the Creation of a Sense of Unity between Organization Members in Management Game2021

    • Author(s)
      Fumiyo Ozaki and Kazuhiro Fujimura
    • Organizer
      2th International Conference on Applied Human Factors and Ergonomics
    • Related Report
      2021 Annual Research Report
    • Int'l Joint Research
  • [Presentation] 教育サービスのマーケティングに関する考察 ~学習者の目標の達成と向上に観点から~2021

    • Author(s)
      藤村和宏
    • Organizer
      日本商業学会関西部会 2021年6月例会
    • Related Report
      2021 Annual Research Report
  • [Presentation] 教育サービスにおける便益遅延現象に関する探索的考察2021

    • Author(s)
      小林哲・佐藤圭(甲南大学)
    • Organizer
      日本商業学会関西部会 2021年6月例会
    • Related Report
      2021 Annual Research Report
  • [Presentation] 医療におけるサービス・マネジメントの可能性 ~便益遅延性とナラティブ・アプローチの視点から~2021

    • Author(s)
      髙室裕史
    • Organizer
      日本商業学会関西部会 2021年6月例会
    • Related Report
      2021 Annual Research Report
  • [Presentation] Developing a model on the effects of Management Games for human resource development: From a Benefit Delay and Acquisition Perspective2020

    • Author(s)
      Kazuhiro Fujimura and Fumiyo Ozaki
    • Organizer
      11th International Conference on Applied Human Factors and Ergonomics
    • Related Report
      2020 Annual Research Report
    • Int'l Joint Research
  • [Book] 便益遅延型サービスのマーケティングの方向性を探る2022

    • Author(s)
      藤村 和宏
    • Total Pages
      325
    • Publisher
      千倉書房
    • ISBN
      9784805112762
    • Related Report
      2022 Annual Research Report
  • [Book] 『「便益遅延性」が顧客満足・顧客参加に及ぼす影響  医療サービスにおける消費とマーケティングのあり方を考える』2020

    • Author(s)
      藤村和宏
    • Total Pages
      423
    • Publisher
      千倉書房
    • ISBN
      9784805111918
    • Related Report
      2020 Annual Research Report
  • [Remarks] 香川大学 経済学部 藤村研究室「研究報告」

    • URL

      https://mkresearch.ec.kagawa-u.ac.jp/infos/top.php

    • Related Report
      2023 Annual Research Report
  • [Remarks] 香川大学 経済学部 藤村研究室「研究報告」

    • URL

      http://mkresearch.ec.kagawa-u.ac.jp/infos/top.php

    • Related Report
      2022 Annual Research Report 2021 Annual Research Report 2020 Annual Research Report

URL: 

Published: 2020-04-28   Modified: 2025-01-30  

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