crazy - jst
TRANSCRIPT
- 61 -
CRAZY
Analysis of customer and employee emotive experience and happiness in business management:
Case study of wedding planning business by CRAZY company
1 1
Yasuhiro Ishida1 and Takashi Maeno1
, CRAZY CRAZY
,CRAZY
, ,
, (Sense) (Think) (Act) (Relate)
STAR ,
. , 57 , 320
, .
Abstract
The study indicated that the level of employee happiness at Crazy company, a company that produces order made wedding ceremonies, was significantly higher than average. We also researched unique initiatives of the
company in order to show how to provide emotive experience as a company. We applied STAR framework that
analyzes STAR elements as emotional excitement (Sense), enhancement of knowledge (Think), enlargement of
action (Act), and extension of relationship (Relate) to emotive experience level of three hundred and twenty
employees who supported fifty seven wedding ceremonies. As a result, we were able to reveal one of the styles in
emotive creation business management.
STAR ,
Key Words STAR framework Organization to create emotive experience, Wedding ceremony, Emotive creation business management
1
- 62 -
1.
,
. , [1] , [2],
[3], [4] , [5]
. , , Pine Gilmore
[6] ,
. , [7] , Schmitt [8] Schmitt
,
STAR
, . [9] STAR
4
Sense( ) Think( ) Act(
) Relate( )
. ,
,
.
, ,
. [10], [11], [12], [13], [14]
, ,
. [15], [16], [17] ,
[18] ,
.
.
, . ,
.
,
, CRAZY ,
.
, CRAZY 1.5
, . ,
, STAR , STAR
, STAR
- 63 -
. , ,
, . 1
2 CRAZY 3 CRAZY
57 STAR , 4
2. CRAZY
2.1. CRAZY
CRAZY , 2012 7 , 2019 8 . 68%
, 2017 14.6 [19].
1 CRAZY ( )
2012 1 8 2017 79 , 2 ,
.
2 CRAZY ( )
[20] , CRAZY
.
[21]
(CRAZY) . ,
- 64 -
, Great Place to Work Institute Japan
Forbes Japan Woman Award [21].
2.2.
CRAZY 71 [22] 4
. 4 1 , 2 ,
3 , 4 . ,
. 1 .
1 CRAZY 4 Cotree[23]
1 4 , p 5% , 95% Cotree[23]
. CRAZY
Cotree 15,138 .
. Lyubomirsky [24]
[25] 31% 37% 3
, CRAZY , ,
, .
2.3. CRAZY
Cotree Cotree
t Stat t Stat
Cotree Cotree
t Stat t Stat
- 65 -
[21] 1
.
, CRAZY , [26] ,
,
. ,
10 , 30 CRAZY
. , , ,
. , , ,
, , , , ,
, , ,
10 . , ,
, , ,
, , , ,
, ,
10 . , , ,
, , ,
, , , ,
,
10 . ,
, , CRAZY .
, 30 27 . CRZY
.
, (CEN) CEN TS 16880
. [27] , TS16880
, CRAZY .
- 66 -
3 Rickert [28] CEN TS16880
[29] Rickert[28] ,
PDCA
CRAZY 2 . CET TS16880
9 , CRAZY
, CRAZY .
, , , ,
.
9 . , CRAZY .
- 67 -
2 CEN TS16880 CRAZY
CRAZY , ,
,
, ,
, ,
.
,
, .
CRAZY
3.
CRAZY , STAR ,
STAR , STAR
. STAR ,
[7] ,
, STAR Sense Think Act
Relate . S, T, A, R ,
CRAZY
- 68 -
. , S, T, A, R
. ,
, Sense , Think , Act ,
Relate .
3.1.
, 2018 57 . 320
CRAZY , CRAZY 7 (1
2 3 4 5
6 7 ) .
,
CRAZY
CRAZY CRAZY
CRAZY
.
3.2.
3.2.1. STAR
CRAZY 10% , 10% ,
STAR . 3 .
3 10% 10% STAR
3 10% Sense, Think, Act, Relate
10% Sense, Think, Act, Relate t , 4
. STAR .
Sense Think Act Relate
F-test
T-test
- 69 -
3.2.2. STAR
, 10% ,
10% Sense, Think, Act, Relate [30]
. , ( ), ( ),
( ) ,
. , 3 , Sense,
Think, Act, Relate . 4, 5 .
4 10% STAR
5 10% STAR
A F , STAR
. Sense , Think Act,
Relate . ,
Act , , Relate
. ,
, Relate .
10% , Act , Think
STAR . , 10% , STAR
S R
S R
S R
S R
S R
S R
R
S
R R
S
S
- 70 -
.
S, T, A, R S, T, A, R
,
, .
3.2.3.
, , ,
. , (1 , 2
, 3 , 4 , 5 , 6 , 7
) 7 , 4 .
4 (y =0.37x+4.21)
4 0.36
. ,
. , [22] 4 1
, 2 , 3 , 4
, . , 4
. ,
1 ,
2 ,
3 ,
- 71 -
4 .
, ,
, . ,
, ,
, ,
.
[31] ,
, . ,
. [32] ,
,
,
.
3.2.4.
, CRAZY ,
. CRAZY , 1.5
, CRAZY
. , , ,
[25] , ,
.
,
, , STAR ,
STAR , STAR
. 10%
10% Sense, Think, Act, Relate , ,
. ,
, Sense , Think , Act , Relate
. ,
. , ,
, Sense, Think, Act,
Relate . ,
- 72 -
, ,
.
, , ,
. .
,
,
, . ,
, ,
.
4.
CRAZY
. , , STAR
, Sense, Think, Act, Relate .
CRAZY , , ,
, , , , , , , , , ,
.
[1] , Vol 8 (2001)
[2] , , ,
3 (2012)
[3] , , ,
20 (2013)
[4] , , :
, 15 (2017)
- 73 -
[5] , , , , ,
16 , (2018)
[6] Joseph Pine and James H Gilmore The Experience Economy (1999) (
2005)
[7] , , , , STAR ,
, 22 (2019)
[8] Schmitt Bernd H Experiential Marketing Free Press (1999)
2000
[9] , , “STAR ,
, 21 (2018)
[10]
(2004)
[11] (2007)
[12]
(2008)
[13] ,
24 2 (2012)
[14] (ACT)
Vol 10 (2016)
[15] , , , , , ,
, , 24, (2009)
[16] , : ,
21 , (2013)
[17] , : Zappos
, 9 (2014)
[18] , PHP (2017)
[19] CRAZY
[20] , (2014)
[21] CRAZY ,
[22] (2013)
[23] Cotree https://cotree.jp/assessments/happy_workshop
[24] Lyubomirsky, Sonja and King, Laura and Diener, Ed, The Benefits of Frequent Positive
Affect: Does Happiness Lead to Success? Psychological Bulletin, Vol. 131, No. 6, (2005)
- 74 -
[25] , PQ ,
37 (2012)
[26] , 100 (2015)
[27] , , 59 ,
(2018)
[28] Daniel Rickert, “Service Standardization–from basics to Service Excellence , 2 3
, 2017 11 16
[29] ,
, STI : 4 (2018)
[30] Field Syd Screenplay: The Foundations of Screenwriting Random House Publishing
Group (2007) (
2009)
[31] , PHP (2017)
[32] , , 14 , (2002)
CRAZY
, ,
( ) , 7
5
2 ,
1 2 3
4 . , 1 2 3 4
,
7 ,
, ,
100% , 1
,
- 75 -
(2019 年 9 月 11 日受付)
(2019 年 12 月 25 日採録)
[26] CRAZY
CRAZY