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題名 於資源有限的動態情境以模糊認知圖為基礎之心理驅動式服務分派研究
A FCM-Based Mental-Driven service dispatcher in resource bounded dynamic contexts作者 陳怡璇
Chen, I Hsuan貢獻者 苑守慈
Yuan, Soe Tysr
陳怡璇
Chen, I Hsuan關鍵詞 服務部署
顧客期望
顧客情緒
互動體驗
模糊認知圖
Service Deployment
Customer Expectations
Customer Emotions
Interactive Experience
Fuzzy Cognitive Maps日期 2009 上傳時間 9-May-2016 15:17:52 (UTC+8) 摘要 本研究所關切的議題為，當服務已被良好的設計出來後，為了不辜負這個被良好設計的服務，該怎麼使用它，進而能為所有重要關係人帶來最大的利益，特別是在資源有限的動態情境中。因此，我們將研究問題著眼於服務的傳遞過程中。現有的研究已回答了服務該如何被傳遞，但卻缺少了該在什麼時候，傳遞怎樣的服務才能發揮該服務的功效，帶來預期的好處(例如，贏得顧客滿意度及延續公司競爭力)。於是，本研究試圖提出一以模糊認知圖為基礎架構並考量顧客的心理狀態的服務分派機制，以期在如此動態且資源有限的情境下，能觀測當時的情境變化，透過管理顧客的期望與情緒，做出即時且適當服務分派決策，進而在對的時間針對對的人做對的服務。也就是冀望這樣一個顧客心理狀態的管理過程，能夠使得顧客感到滿意的可能性提高，並有助於所有重要關係人達成其目的，創造整個服務生態體系的平衡。考慮到會展服務即為一動態且資源有限的服務應用情境，本研究將以會展服務做為例子，加以描述整個研究的內容。
There are already some researches providing the answer to how to deliver services but the issue “when to deliver which service” is still not so clear. Especially under the dynamic and resource-limited situation, bringing the effectiveness of each service into full play and allocating them appropriately to earn the most benefits are imperatives for service providers to keep both service quality and competitiveness. Therefore, the FCM-based mental-driven service dispatcher proposed here tries to pull service receivers’ mental information in to make real-time service deployment decisions which are capable of achieving each stakeholder’s purposes and satisfying service receivers. With the mental information – expectation and emotion, we are given a hand to do the right things at the right time to the right person by building up such a customer- mentality-centric service dispatching system.參考文獻 [1] Agrawal, R., Imielinski, T., & Swami, A. (1993). Mining association rules between sets of items in large databases. ACM SIGMOD, 22(2), 207-216. [2] Alan, R. H., Salvatore, T. M., Jinsoo, P., and Sudha, R. (2004). Design science in information systems research. MIS QUART, 28 (1), 75-105. [3] Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206. [4] Bennekom, F. V. (2005, March). The eyes of the customer: measuring service effectiveness, HDI 2007 Annual Conference, Las Vegas. [5] Bettencourt, L. A., & Gwinner, K. (1996). Customization of the service experience: The role of the frontline employee. International Journal of Service Industry Management, 7(2), 3-20. [6] Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54 (2), 69-82. [7] Brown, S. W., Gummesson, E., & Edvardsson, B. (1991). Service Quality: multidisciplinary and multinational Perspectives. Lanham, MD: Lexington Books. [8] Chase, R. B., & Dasu. S. (2001). Want to perfect your company’s service use behavioral science, Harvard Business Review, 79(6), 78–84. [9] Chen, A. P., Hwang, C. H., Tan, L. H., & Lin, C. Y. (1993) Development of a decision support system for service delivery. Computational Economics, 6(2), 115-129. [10] Churchill, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504. [11] Cohen, M. A., Agrawal, N., & Agrawal, V. (2006). Achieving Breakthrough Service Delivery Through Dynamic Asset Deployment Strategies. Interfaces, 36 (3), 259-273. [12] Dickerson J.A., & Kosko, B. (1994). Fuzzy Virtual Worlds, AI Expert, 25–31. [13] Donovan, R. J., & Rossiter, J. R. (1982). Store Atmosphere: an environmental psychology approach. Journal of Retailing, 54, 34-57. [14] Frances X. F. (2006). Breaking the Trade-Off Between Efficiency and Service. Harvard Business Review, 84(11), 92-101. [15] Gorn, G. J., Goldberg, M. E., & Basu, K. (1993). Mood, awareness, and product evaluation. Journal of Consumer Psychology, 2(3), 237-256. [16] Hsieh, Y. H., & Yuan, S. T. (2009). Exquisite Technology for Services: A Case Study on an Ubiquitous 2.0 Exhibition Service System. Unpublished Working Paper. Service Science Research Center, NCCU. [17] James, T. (2006). Service Is Front Stage: Positioning Services for Value Advantage. England: Palgrave Macmillan. [18] Johnston, R. (1987). A framework for developing a quality strategy in a customer processing operation. International Journal of Quality & Reliability Management, 4(4), 35-44. [19] Johnston, R. (1995). Exploring the relationship between service transactions and satisfaction with the overall service. International Journal of Service Industry Management, 6 (2), 42-57. [20] Kandasamy, W. B., Vasantha & Smarandache, F. (2003). Fuzzy cognitive maps and neutrosophic cognitive maps. Phoenix: Xiquan. [21] Kelley, S. W. (1992). Developing customer orientation among service employees. Journal of the Academy of marketing Science, 20(1), 27-36. [22] Kurtz, D. V. L., & Crow, K. E. (1993). Managing consumer expectations of services. The Journal of Marketing Management, 2(2), 19-25. [23] Lee, K. C., Kim, J. S., & Chungbuk, C. (2004). A fuzzy cognitive map-driven inference amplification approach to web mining. Decision Support in an Uncertain and Complex World: The IFIP TC8/WG8.3 International Conference, Australia. [24] Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466. [25] Mattila, A. S. & Enz C.A. (2002). The role of emotion in service encounters. Journal of Service Research, 4(4), 268-277. [26] Morris, W. (1989) Mood – Frame of Mind. New York: Springer. [27] Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Understanding customer expectations of service. Sloan Management Review, 32(3), 39-48. [28] Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50. [29] Roth, A. V., & Menor, L. J. (2003), Insights into service operations management: a research agenda, Production Operation Management, 12(2), 145–164. [30] Schimmack, U. (2004). Emotional experiences require Awareness of the Eliciting Stimulus. [31] Shostack, G. L. (1985). Planning the service encounter. in The Service Encounter, Czepiel J. et al., eds. (243-254). New York: Lexington Books. [32] SSRC. (2008). 服務體驗研究計畫─以會展產業為例. Taipei: Service Science Research Center of National Chenchi University. [33] SSRC. (2009). 全體國外買主調查報告：2009 台北國際自行車展與台北國際車用電子展. Taipei: Service Science Research Center of National Chenchi University. [34] Stylios, C. D., & Groumpos, P. P. (2000). Fuzzy cognitive maps in modeling supervisory control systems. Journal of Intelligent & Fuzzy Systems, 8(2), 83-98. [35] Stylios, C. D., & Groumpos, P. P. (2000, July). Fuzzy cognitive maps: a soft computing technique for intelligent control. in Proceeding of the 2000 IEEE International Symposium on Intelligent Control, Patras, Greece. [36] Stylios, C. D., & Groumpos, P. P. (2004). Modeling complex systems using fuzzy cognitive maps. IEEE Transactions on Systems, Man and Cybernetics: Part A Systems and Human, 34(1), 155-162. [37] Taber, R. (1991). Knowledge processing with fuzzy cognitive maps. Expert Systems With Applications, 2, 83–87. [38] Taber, R. (1994). Fuzzy cognitive maps model social systems. AI Experts, 9, 8–23. [39] Voss C.A., Roth, A.V., & Chase, R. B. (2008). Experience, service operations strategy, and services as destinations: foundations and exploratory investigation. Production and Operations Management, 17(3), 147-266. [40] Walker, J. L. (1995). Service encounter satisfaction: conceptualized. Journal of services marketing, 9(1), 5-14. [41] Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21(1), 1-12. 描述 碩士
國立政治大學
資訊管理學系
95356002資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095356002 資料類型 thesis dc.contributor.advisor 苑守慈 zh_TW dc.contributor.advisor Yuan, Soe Tysr en_US dc.contributor.author (Authors) 陳怡璇 zh_TW dc.contributor.author (Authors) Chen, I Hsuan en_US dc.creator (作者) 陳怡璇 zh_TW dc.creator (作者) Chen, I Hsuan en_US dc.date (日期) 2009 en_US dc.date.accessioned 9-May-2016 15:17:52 (UTC+8) - dc.date.available 9-May-2016 15:17:52 (UTC+8) - dc.date.issued (上傳時間) 9-May-2016 15:17:52 (UTC+8) - dc.identifier (Other Identifiers) G0095356002 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95155 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 95356002 zh_TW dc.description.abstract (摘要) 本研究所關切的議題為，當服務已被良好的設計出來後，為了不辜負這個被良好設計的服務，該怎麼使用它，進而能為所有重要關係人帶來最大的利益，特別是在資源有限的動態情境中。因此，我們將研究問題著眼於服務的傳遞過程中。現有的研究已回答了服務該如何被傳遞，但卻缺少了該在什麼時候，傳遞怎樣的服務才能發揮該服務的功效，帶來預期的好處(例如，贏得顧客滿意度及延續公司競爭力)。於是，本研究試圖提出一以模糊認知圖為基礎架構並考量顧客的心理狀態的服務分派機制，以期在如此動態且資源有限的情境下，能觀測當時的情境變化，透過管理顧客的期望與情緒，做出即時且適當服務分派決策，進而在對的時間針對對的人做對的服務。也就是冀望這樣一個顧客心理狀態的管理過程，能夠使得顧客感到滿意的可能性提高，並有助於所有重要關係人達成其目的，創造整個服務生態體系的平衡。考慮到會展服務即為一動態且資源有限的服務應用情境，本研究將以會展服務做為例子，加以描述整個研究的內容。 zh_TW dc.description.abstract (摘要) There are already some researches providing the answer to how to deliver services but the issue “when to deliver which service” is still not so clear. Especially under the dynamic and resource-limited situation, bringing the effectiveness of each service into full play and allocating them appropriately to earn the most benefits are imperatives for service providers to keep both service quality and competitiveness. Therefore, the FCM-based mental-driven service dispatcher proposed here tries to pull service receivers’ mental information in to make real-time service deployment decisions which are capable of achieving each stakeholder’s purposes and satisfying service receivers. With the mental information – expectation and emotion, we are given a hand to do the right things at the right time to the right person by building up such a customer- mentality-centric service dispatching system. en_US dc.description.tableofcontents TABLE OF CONTENT (FIGURES) III TABLE OF CONTENT (TABLES) V TABLE OF CONTENT (EXHIBITS) VI CHAPTER 1 INTRODUCTION 1 1.1 Background and Motivation 1 1.2 Research Question 2 1.3 Research Method 5 1.4 Purpose and Contribution 7 1.5 Content Organization 8 1.6 Terminologies 9 CHAPTER 2 LITERATURE REVIEW 11 2.1 Service Encounter Satisfaction 11 2.2 Customer Expectation Management 14 2.3 The Role of Emotions in Service Encounters 17 2.4 Fuzzy Cognitive Maps 19 CHAPTER 3 MOTIVATING APPLICATIONS 21 3.1 Conceptual Framework of the Exquisite Technology in U2EX 21 3.2 U2EX System Architecture 24 3.3 Managerial Implications 32 CHAPTER 4 A FCM-BASED MENTAL-DRIVEN SERVICE DISPATCHER 34 4.1 Motivating Concept 34 4.2 Design Logic and Research Approach 35 4.3 FCM Concept Sets Module: Automatic Construction of FCM 39 4.4 Contextual Factors Module: The Environment, Antecedents and Stimuli 49 4.5 Determinant Assessment Module: Compatibility─ the Fitness of Mental Drivers 53 4.6 Service Dispatching Module: Service Dispatching by Considering Compatibility and Resources 55 CHAPTER 5 THE APPLICATION 58 5.1 An Application Scenario – Exhibition Industry 58 CHAPTER 6 EVALUATION 72 6.1 An Experiment Scenario - An auto tronics show. 73 6.2 Experiment Objective 74 6.3 Parameter Design 75 6.4 Experiment Design and Result 82 6.5 The Comparison Result 96 CHAPTER 7 CONCLUTION 99 7.1 Contributions 100 7.2 Limitation 102 7.3 Future Work 102 APPENDIX 104 REFERENCE 112 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095356002 en_US dc.subject (關鍵詞) 服務部署 zh_TW dc.subject (關鍵詞) 顧客期望 zh_TW dc.subject (關鍵詞) 顧客情緒 zh_TW dc.subject (關鍵詞) 互動體驗 zh_TW dc.subject (關鍵詞) 模糊認知圖 zh_TW dc.subject (關鍵詞) Service Deployment en_US dc.subject (關鍵詞) Customer Expectations en_US dc.subject (關鍵詞) Customer Emotions en_US dc.subject (關鍵詞) Interactive Experience en_US dc.subject (關鍵詞) Fuzzy Cognitive Maps en_US dc.title (題名) 於資源有限的動態情境以模糊認知圖為基礎之心理驅動式服務分派研究 zh_TW dc.title (題名) A FCM-Based Mental-Driven service dispatcher in resource bounded dynamic contexts en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) [1] Agrawal, R., Imielinski, T., & Swami, A. (1993). Mining association rules between sets of items in large databases. ACM SIGMOD, 22(2), 207-216. [2] Alan, R. H., Salvatore, T. M., Jinsoo, P., and Sudha, R. (2004). Design science in information systems research. MIS QUART, 28 (1), 75-105. [3] Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206. [4] Bennekom, F. V. (2005, March). The eyes of the customer: measuring service effectiveness, HDI 2007 Annual Conference, Las Vegas. [5] Bettencourt, L. A., & Gwinner, K. (1996). Customization of the service experience: The role of the frontline employee. International Journal of Service Industry Management, 7(2), 3-20. [6] Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54 (2), 69-82. [7] Brown, S. W., Gummesson, E., & Edvardsson, B. (1991). Service Quality: multidisciplinary and multinational Perspectives. Lanham, MD: Lexington Books. [8] Chase, R. B., & Dasu. S. (2001). Want to perfect your company’s service use behavioral science, Harvard Business Review, 79(6), 78–84. [9] Chen, A. P., Hwang, C. H., Tan, L. H., & Lin, C. Y. (1993) Development of a decision support system for service delivery. Computational Economics, 6(2), 115-129. [10] Churchill, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504. [11] Cohen, M. A., Agrawal, N., & Agrawal, V. (2006). Achieving Breakthrough Service Delivery Through Dynamic Asset Deployment Strategies. Interfaces, 36 (3), 259-273. [12] Dickerson J.A., & Kosko, B. (1994). Fuzzy Virtual Worlds, AI Expert, 25–31. [13] Donovan, R. J., & Rossiter, J. R. (1982). Store Atmosphere: an environmental psychology approach. Journal of Retailing, 54, 34-57. [14] Frances X. F. (2006). Breaking the Trade-Off Between Efficiency and Service. Harvard Business Review, 84(11), 92-101. [15] Gorn, G. J., Goldberg, M. E., & Basu, K. (1993). Mood, awareness, and product evaluation. Journal of Consumer Psychology, 2(3), 237-256. [16] Hsieh, Y. H., & Yuan, S. T. (2009). Exquisite Technology for Services: A Case Study on an Ubiquitous 2.0 Exhibition Service System. Unpublished Working Paper. Service Science Research Center, NCCU. [17] James, T. (2006). Service Is Front Stage: Positioning Services for Value Advantage. England: Palgrave Macmillan. [18] Johnston, R. (1987). A framework for developing a quality strategy in a customer processing operation. International Journal of Quality & Reliability Management, 4(4), 35-44. [19] Johnston, R. (1995). Exploring the relationship between service transactions and satisfaction with the overall service. International Journal of Service Industry Management, 6 (2), 42-57. [20] Kandasamy, W. B., Vasantha & Smarandache, F. (2003). Fuzzy cognitive maps and neutrosophic cognitive maps. Phoenix: Xiquan. [21] Kelley, S. W. (1992). Developing customer orientation among service employees. Journal of the Academy of marketing Science, 20(1), 27-36. [22] Kurtz, D. V. L., & Crow, K. E. (1993). Managing consumer expectations of services. The Journal of Marketing Management, 2(2), 19-25. [23] Lee, K. C., Kim, J. S., & Chungbuk, C. (2004). A fuzzy cognitive map-driven inference amplification approach to web mining. Decision Support in an Uncertain and Complex World: The IFIP TC8/WG8.3 International Conference, Australia. [24] Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466. [25] Mattila, A. S. & Enz C.A. (2002). The role of emotion in service encounters. Journal of Service Research, 4(4), 268-277. [26] Morris, W. (1989) Mood – Frame of Mind. New York: Springer. [27] Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Understanding customer expectations of service. Sloan Management Review, 32(3), 39-48. [28] Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50. [29] Roth, A. V., & Menor, L. J. (2003), Insights into service operations management: a research agenda, Production Operation Management, 12(2), 145–164. [30] Schimmack, U. (2004). Emotional experiences require Awareness of the Eliciting Stimulus. [31] Shostack, G. L. (1985). Planning the service encounter. in The Service Encounter, Czepiel J. et al., eds. (243-254). New York: Lexington Books. [32] SSRC. (2008). 服務體驗研究計畫─以會展產業為例. Taipei: Service Science Research Center of National Chenchi University. [33] SSRC. (2009). 全體國外買主調查報告：2009 台北國際自行車展與台北國際車用電子展. Taipei: Service Science Research Center of National Chenchi University. [34] Stylios, C. D., & Groumpos, P. P. (2000). Fuzzy cognitive maps in modeling supervisory control systems. Journal of Intelligent & Fuzzy Systems, 8(2), 83-98. [35] Stylios, C. D., & Groumpos, P. P. (2000, July). Fuzzy cognitive maps: a soft computing technique for intelligent control. in Proceeding of the 2000 IEEE International Symposium on Intelligent Control, Patras, Greece. [36] Stylios, C. D., & Groumpos, P. P. (2004). Modeling complex systems using fuzzy cognitive maps. IEEE Transactions on Systems, Man and Cybernetics: Part A Systems and Human, 34(1), 155-162. [37] Taber, R. (1991). Knowledge processing with fuzzy cognitive maps. Expert Systems With Applications, 2, 83–87. [38] Taber, R. (1994). Fuzzy cognitive maps model social systems. AI Experts, 9, 8–23. [39] Voss C.A., Roth, A.V., & Chase, R. B. (2008). Experience, service operations strategy, and services as destinations: foundations and exploratory investigation. Production and Operations Management, 17(3), 147-266. [40] Walker, J. L. (1995). Service encounter satisfaction: conceptualized. Journal of services marketing, 9(1), 5-14. [41] Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21(1), 1-12. zh_TW
