馬來西亞華人殯葬服務創新與個案研究

Abstract

殯葬業是一門「服務行業」，而殯葬服務可簡單的分為殯、葬兩個階段。服務創新是任何企業永續經營的不二法門，殯葬服務也一樣，服務創新是殯葬業的成功關鍵因素。所謂的服務創新，基本上是通過產品功能性的突破、新的服務傳遞流程、服務使用的全新體驗、新的服務介面、或者重新組合商業模式的設計所創造的價值，以解決顧客的痛點，滿足顧客功能性、社交性以及個人情緒上的需求，讓顧客群繼續擁護追隨一個品牌。 馬來西亞是亞洲一個多元種族的國家，國內華裔源自中國，在海外落地生根，融入了當地多元種族、宗教、習俗的社會裡，但對於中華傳統文化的傳承卻是非常的堅持，通過傳統的殯葬儀式習俗，傳達出慎終追遠、孝親感恩的寶貴中華價值觀念。 本論文以PEST模式，探討馬來西亞華人殯葬服務業面對的發展環境，以富貴集團為研究個案，採用波特五力分析行業的競爭能力，分析服務創新對殯葬企業競爭力所帶來的影響，同時探討服務創新對企業永續經營的重要性，並解答傳統殯葬服務行業可以採用什麼樣的方式達到服務創新的目的。通過資料整理和分析，本論文將探討馬來西亞殯葬產業未來的挑戰與服務創新策略。 企業可以通過很多手法推動服務創新，但任何的創新都必須以顧客利益為首要考量，殯葬是無法讓顧客試用體驗，也無法重新來過的服務。業者必須貼近市場需求，在傳遞產品與服務的質量上，實現精益求精的理念，打造市場的信賴，創造良好的口碑宣傳。優秀的殯葬企業需要不斷創新，來維護中華孝道文化的傳承，去經營生命禮儀事業，營造往生者最高的尊嚴，為生命劃下最圓滿的句點。

Bereavement care industry is a service-based industry being categorized into two functions, that are, the Funeral Service and Burial Service. Service Innovation has become crucial to the success and sustainability of the bereavement care industry. In principal, service innovation management delivers new functionalities of the product, effective service delivery method, delighted user experience, efficient customer relationship management, and continuous business improvement in providing solution and satisfying consumers functional, social and emotional needs. Malaysia is a multiracial and multicultural country where the history of Chinese Immigrants from China started in early 15th Century. The inheritance of the traditional Chinese Culture and Value system are being well-preserved and practiced by the Malaysian Chinese, in particular the practice of the importance of filial piety and gratitude to the older generations including the ancestors. In our research , we applied PEST (Politic, Economy, Social, Technology) model to explore the business environment of Malaysian Chinese Bereavement Care industry. We analyzed the market competition of Nirvana Asia Group using Michael Porter’s Five Forces Model to identified the major competitor’s activities and the challenging market forces. By applying two major models, we further analyse the factors contributing to the Importance of Service Innovation to determine the long term sustainable business development strategy and to appraise the traditional business model in applying Service Innovation strategy. Irregardless of the existing Service Innovation being offered to the market, the reviewed of this paper aims to achieve fundamental goals identifying beneficial services cater to the targeted customers. In theory and practical, there are no trial service when it comes to a funeral, typified a no turning back moment. We recognized that during a funeral, the process has to be perfectly carried out and fulfilled completely. There are no second chance, unlike most of the manufacturing industry where defect could be mend or compensated. Our studies also focus on the bereavement care companies’ market access to consumers, where its key implications in winning the customers are found in product innovation and service quality and we further evidenced our findings in this case study.