學術產出-Theses
Article View/Open
Publication Export
-
題名 於有限服務價值環境下之最優顧客控制感服務互動設計研究- 以鷹鴿賽局為基礎
Hawk-dove game based interactive design in value bounded context for customer optimized control作者 劉筱禎 貢獻者 苑守慈
劉筱禎關鍵詞 客戶期望
有限服務價值環境
鷹鴿賽局
服務互動設計日期 2009 上傳時間 9-May-2016 15:18:02 (UTC+8) 摘要 隨著體驗經濟時代的來臨，越來越多的顧客勇於追求自己心目中所想要的產品與服務。不同於過去只能被動的接受現有的服務，顧客希望能夠參與服務流程並獲取更多控制感。另一方面，企業也希望能夠提供更好的服務以滿足客戶，但所面臨的兩難卻是在既得利益、成本與客戶滿意之間取得平衡，此問題在寡占市場中尤其明顯。因為寡占廠商通常不願意付出更多的成本，這使得整個市場環境可說是一個有限服務價值的環境，如何在有限的資源中滿足客戶並維持利益成為一個待解決的問題。本研究提出一個服務互動設計的機制，希望藉由客戶期望與情緒的管理，並以鷹鴿賽局為基礎計算、設計出一系列的服務旅程，能夠以較少的成本滿足客戶的心理與控制感的需求。 本研究所提出的機制包含三大模組分別是：期望因子決策模組、鷹鴿賽局模組以及服務方案決策模組。此機制分析顧客的需求喜好，利用鷹鴿賽局演算法找出對客戶最有影響的期望因子，並適當的安排期望因子於服務旅程中，讓客戶在體驗服務的過程中能夠因期望的改變得到較佳的滿意。本系統之預期貢獻為:(1) 利用創新的互動設計機制為所有服務參與者帶來最佳利益。 (2) 從期望管理方面出發，提出一個新的服務設計發展方向。 參考文獻 [1] Beales, H., Michael, M. B., Steven, C.S., and Staelin, R. “Consumer Research and Public Policy,” Journal of Consumer Research, Vol. 8, 1981, pp. 11-22. [2] Berninghaus, S.K. and Ehrhart, K.M. “The power of ESS: An experimental study,” Journal of Evolutionary Economics, Vol. 13, 2003, pp. 161-181. [3] Broom, M., Luther, R. M., and Rychtar, J. “A Hawk-Dove game in kleptoparasitic populations,” Conference of the SCRA2006, 2006. [4] Carney, D. and France, M. “The Microsoft Case: Tying It All Together,” Business Week, Vol. 3760, 2001, pp. 68-69. [5] Dutta, P., Matros, A., and Weibull, J.W. “Long-run price competition,” The Rand Journal of Economics, Vol. 38, No. 2, 2007, pp. 291-313. [6] Dvaidow, W.H. and Uttal, B. “Service companies: Focus or Falter,” Harvard Business Review, Vol. 67, 1989, pp. 77. [7] Gardner, M.P. “Mood States and Consumer Behavior: A Critical Review,” Journal of Consumer Research, Vol. 12, 1985, pp. 281-300. [8] Gorn, G.J., Goldberg, M.E., and Basu, K. “ Mood, Awareness and Product Evaluation,” Journal of Consumer Psychology, Vol. 2, No. 2, 1993, pp. 237-256. [9] Grundman, S., Komarkov, L., and Rychtar, J. A Hawk-Dove Game in Finite Kleptoparasitic Populations,” Conference of the AISC2007, 2007. [10] Holmlid, S. and Linköping, S. “Interaction Design and Service Design: Expanding a Comparison of Design Disciplines,” Design Inquiries 2007 Stockholm www.nordes.ort, 2007. [11] Hsieh, Y.H. and Yuan, S.T. “Exquisite Technology for Services: A Case Study on an Ubiquitous 2.0 Exhibition Service System,” Unpublished Working Paper, Service Science Research Center, NCCU, 2009. [12] Lawrence, R.D., Almasi, G.S., and Rushmeier, H.E. “A Scalable Parallel Algorithm for Self-Organizing Maps with Applications to Sparse Data Mining Problems,” Data Mining and Knowledge Discovery, Vol. 3, No. 2, 1999, pp. 171-195. [13] Malueg, D.A. and Tsutsui, S.O. “Duopoly Information Exchange: The Case of Unknown Slope,” International Journal of Industrial Organization, Vol. 14, No. 1, 1996, pp. 119-136. [14] Mano, H. and Oliver, R.L. “Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling and Satisfaction,” Journal of Consumer Research, Vol. 20, 1993, pp. 451-466. [15] Mattila, A.S. and Enz, C.A. “The Role of Emotions in Service Encounters,” Journal of Service Research: JSR, Vol. 4, No. 4, 2002, pp. 268-277. [16] Mazzeo, M.J. “Product choice and oligopoly market structure,” The Rand Journal of Economics, Vol. 33, No. 2, 2002, pp. 221-242. [17] Menon, K. and Dubé, L. “Ensuring Greater Satisfaction by Engineering Salesperson Response to Customer Emotions,” Journal of Retailing, Vol. 76, No. 3, 2000, pp. 285-307. [18] Miniard, P.W., Bhatla, S., Sirdeshmukh, D. “Mood as a Determinant of Post-Consumption Product Evaluations: Mood Effects and Their Dependency on the Affective Intensity of the Consumption Experience,” Journal of Consumer Psychology, Vol. 1, No, 2, 1992, pp. 173-195. [19] Oliver, R.L. “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, Vol. 17, 1980, pp. 460-469. [20] Oliver, R.L. “Processing of the satisfaction response in consumption: a suggested framework and research propositions,” Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, Vol. 2, 1989, pp.1-16. [21] Oliver, R.L. “Satisfaction: A Behavioral Perspective on the consumer,” New York: McGraw-Hill, 1997. [22] Parasuraman, A., Berry, L.L., and Zeithaml, V.A. “Understanding Customer Expectations of Service,” Sloan Management Review, Vol. 32, No. 3, 1991, pp. 39-48. [23] Price, L.L., Arnould, E.J., and Deibler, S.L. Consumers` Emotional Responses to Service Encounters,” International Journal of Service Industry Management, Vol. 6, No. 3, 1995, pp. 34-63. [24] Pugh, S.D. “Service with a Smile: Emotional Contagion in the Service Encounter, ” Academy of Management Journal, Vol. 43, No. 3, 2001, pp. 335-44. [25] Roseman, I.J. “Appraisal Determinants of Discrete Emotions,” Cognition and Emotion, Vol. 5, 1991, pp. 161-200. [26] Saffer, D. “The Role of Metaphor in Interaction Design,” Pittsburgh, Pennsylvania, 2005. [27] Siner, R.S. “Formation of Consumer Expectations,” Working paper, Owen Graduate School of Management. Vanderbilt University, 1985. [28] Smith, J.M. and Price, G.R. “The logic of animal conflict,” Nature Vol. 246, 1973, pp. 15-18. [29] Smith, J.M. and Parker, G.A. “The logic of asymmetric contests,”Animal Behaviour, Vol. 24, No. 1, 1976, pp. 159-175. [30] Tan, W. “The Effects of Taxes and Advertising Restrictions on the Market Structure of the U.S. Cigarette Market,” Review of Industrial Organization, Vol. 28, No. 3, 2006, pp. 231-251. [31] Woodruff, R.B., Cadotte, E.R., and Jenkins, R.L. “Modeling consumer satisfaction processes using experience based norms,” Journal of Marketing Research, Vol. 20, No. 3, 1983, pp. 296-304. [32] Zeithaml, V.A., Berry, L.L., and Parasuraman, A. “The Nature and Determinants of Customer Expectations of Service,” Journal of the Academy of Marketing Science, Vol. 20, 1993, pp.1-12. 描述 碩士
國立政治大學
資訊管理學系
96356005資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096356005 資料類型 thesis dc.contributor.advisor 苑守慈 zh_TW dc.contributor.author (Authors) 劉筱禎 zh_TW dc.creator (作者) 劉筱禎 zh_TW dc.date (日期) 2009 en_US dc.date.accessioned 9-May-2016 15:18:02 (UTC+8) - dc.date.available 9-May-2016 15:18:02 (UTC+8) - dc.date.issued (上傳時間) 9-May-2016 15:18:02 (UTC+8) - dc.identifier (Other Identifiers) G0096356005 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95159 - 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) 96356005 zh_TW dc.description.abstract (摘要) 隨著體驗經濟時代的來臨，越來越多的顧客勇於追求自己心目中所想要的產品與服務。不同於過去只能被動的接受現有的服務，顧客希望能夠參與服務流程並獲取更多控制感。另一方面，企業也希望能夠提供更好的服務以滿足客戶，但所面臨的兩難卻是在既得利益、成本與客戶滿意之間取得平衡，此問題在寡占市場中尤其明顯。因為寡占廠商通常不願意付出更多的成本，這使得整個市場環境可說是一個有限服務價值的環境，如何在有限的資源中滿足客戶並維持利益成為一個待解決的問題。本研究提出一個服務互動設計的機制，希望藉由客戶期望與情緒的管理，並以鷹鴿賽局為基礎計算、設計出一系列的服務旅程，能夠以較少的成本滿足客戶的心理與控制感的需求。 本研究所提出的機制包含三大模組分別是：期望因子決策模組、鷹鴿賽局模組以及服務方案決策模組。此機制分析顧客的需求喜好，利用鷹鴿賽局演算法找出對客戶最有影響的期望因子，並適當的安排期望因子於服務旅程中，讓客戶在體驗服務的過程中能夠因期望的改變得到較佳的滿意。本系統之預期貢獻為:(1) 利用創新的互動設計機制為所有服務參與者帶來最佳利益。 (2) 從期望管理方面出發，提出一個新的服務設計發展方向。 zh_TW dc.description.tableofcontents Chapter 1 Introduction....................................1 1.1 BACKGROUND AND MOTIVATIONS............................1 1.2 RESEARCH QUESTION AND PURPOSE.........................3 1.3 RESEARCH METHOD.......................................5 1.4 CONTENT ORGANIZATION..................................7 Chapter 2 Literature review...............................8 2.1 EXPECTATION MANAGEMENT................................8 2.1.1 Customer service expectation........................9 2.1.2 Determinants of customer expectation of service....11 2.2 IMPORTANCE OF EMOTIONS...............................13 2.3 HAWK AND DOVE GAME...................................14 Chapter 3 Motivating Application.........................18 3.1 THEORETICAL MODEL....................................18 3.2 UNDERPINNING CONTROL MECHANISM.......................19 Chapter 4 Methodology....................................24 4.1 MOTIVATING CONCEPTS..................................24 4.1.1 Design Logic.......................................25 4.2 THE OBJECTIVE........................................26 4.3 HAWK-DOVE GAME BASED INTERACTION DESIGN FOR OPTIMIZED CONTROL..................................................28 4.3.1 Determinant decision module........................28 4.3.2 Hawk-Dove game module..............................28 4.3.3 Solution selection module..........................40 4.4 SUMMARY OF THE METHODOLOGY...........................42 Chapter 5 An Application.................................45 5.1 EXHIBITION INDUSTRY AS AN EXAMPLE....................45 5.1.1 Scenario...........................................48 5.1.2 The Control Logic..................................57 Chapter 6 Experiment Design and Result...................65 6.1 SYSTEM EXPERIMENT SCENARIO...........................65 6.2 OBJECTIVE OF SYSTEM EXPERIMENT.......................69 6.2.1 Objective..........................................69 6.2.2 Parameter design...................................71 6.2.3 Experiment design..................................75 6.3 SYSTEM EXPERIMENT EVALUATION.........................77 6.4 THE COMPARISON RESULT................................97 Chapter 7 Conclusion....................................101 7.1 CONTRIBUTION AND MANAGERIAL IMPLICATIONS............103 7.2 LIMITATION..........................................104 7.3 FUTURE WORK.........................................104 Appendix................................................106 Reference...............................................114 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096356005 en_US dc.subject (關鍵詞) 客戶期望 zh_TW dc.subject (關鍵詞) 有限服務價值環境 zh_TW dc.subject (關鍵詞) 鷹鴿賽局 zh_TW dc.subject (關鍵詞) 服務互動設計 zh_TW dc.title (題名) 於有限服務價值環境下之最優顧客控制感服務互動設計研究- 以鷹鴿賽局為基礎 zh_TW dc.title (題名) Hawk-dove game based interactive design in value bounded context for customer optimized control en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) [1] Beales, H., Michael, M. B., Steven, C.S., and Staelin, R. “Consumer Research and Public Policy,” Journal of Consumer Research, Vol. 8, 1981, pp. 11-22. [2] Berninghaus, S.K. and Ehrhart, K.M. “The power of ESS: An experimental study,” Journal of Evolutionary Economics, Vol. 13, 2003, pp. 161-181. [3] Broom, M., Luther, R. M., and Rychtar, J. “A Hawk-Dove game in kleptoparasitic populations,” Conference of the SCRA2006, 2006. [4] Carney, D. and France, M. “The Microsoft Case: Tying It All Together,” Business Week, Vol. 3760, 2001, pp. 68-69. [5] Dutta, P., Matros, A., and Weibull, J.W. “Long-run price competition,” The Rand Journal of Economics, Vol. 38, No. 2, 2007, pp. 291-313. [6] Dvaidow, W.H. and Uttal, B. “Service companies: Focus or Falter,” Harvard Business Review, Vol. 67, 1989, pp. 77. [7] Gardner, M.P. “Mood States and Consumer Behavior: A Critical Review,” Journal of Consumer Research, Vol. 12, 1985, pp. 281-300. [8] Gorn, G.J., Goldberg, M.E., and Basu, K. “ Mood, Awareness and Product Evaluation,” Journal of Consumer Psychology, Vol. 2, No. 2, 1993, pp. 237-256. [9] Grundman, S., Komarkov, L., and Rychtar, J. A Hawk-Dove Game in Finite Kleptoparasitic Populations,” Conference of the AISC2007, 2007. [10] Holmlid, S. and Linköping, S. “Interaction Design and Service Design: Expanding a Comparison of Design Disciplines,” Design Inquiries 2007 Stockholm www.nordes.ort, 2007. [11] Hsieh, Y.H. and Yuan, S.T. “Exquisite Technology for Services: A Case Study on an Ubiquitous 2.0 Exhibition Service System,” Unpublished Working Paper, Service Science Research Center, NCCU, 2009. [12] Lawrence, R.D., Almasi, G.S., and Rushmeier, H.E. “A Scalable Parallel Algorithm for Self-Organizing Maps with Applications to Sparse Data Mining Problems,” Data Mining and Knowledge Discovery, Vol. 3, No. 2, 1999, pp. 171-195. [13] Malueg, D.A. and Tsutsui, S.O. “Duopoly Information Exchange: The Case of Unknown Slope,” International Journal of Industrial Organization, Vol. 14, No. 1, 1996, pp. 119-136. [14] Mano, H. and Oliver, R.L. “Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling and Satisfaction,” Journal of Consumer Research, Vol. 20, 1993, pp. 451-466. [15] Mattila, A.S. and Enz, C.A. “The Role of Emotions in Service Encounters,” Journal of Service Research: JSR, Vol. 4, No. 4, 2002, pp. 268-277. [16] Mazzeo, M.J. “Product choice and oligopoly market structure,” The Rand Journal of Economics, Vol. 33, No. 2, 2002, pp. 221-242. [17] Menon, K. and Dubé, L. “Ensuring Greater Satisfaction by Engineering Salesperson Response to Customer Emotions,” Journal of Retailing, Vol. 76, No. 3, 2000, pp. 285-307. [18] Miniard, P.W., Bhatla, S., Sirdeshmukh, D. “Mood as a Determinant of Post-Consumption Product Evaluations: Mood Effects and Their Dependency on the Affective Intensity of the Consumption Experience,” Journal of Consumer Psychology, Vol. 1, No, 2, 1992, pp. 173-195. [19] Oliver, R.L. “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, Vol. 17, 1980, pp. 460-469. [20] Oliver, R.L. “Processing of the satisfaction response in consumption: a suggested framework and research propositions,” Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, Vol. 2, 1989, pp.1-16. [21] Oliver, R.L. “Satisfaction: A Behavioral Perspective on the consumer,” New York: McGraw-Hill, 1997. [22] Parasuraman, A., Berry, L.L., and Zeithaml, V.A. “Understanding Customer Expectations of Service,” Sloan Management Review, Vol. 32, No. 3, 1991, pp. 39-48. [23] Price, L.L., Arnould, E.J., and Deibler, S.L. Consumers` Emotional Responses to Service Encounters,” International Journal of Service Industry Management, Vol. 6, No. 3, 1995, pp. 34-63. [24] Pugh, S.D. “Service with a Smile: Emotional Contagion in the Service Encounter, ” Academy of Management Journal, Vol. 43, No. 3, 2001, pp. 335-44. [25] Roseman, I.J. “Appraisal Determinants of Discrete Emotions,” Cognition and Emotion, Vol. 5, 1991, pp. 161-200. [26] Saffer, D. “The Role of Metaphor in Interaction Design,” Pittsburgh, Pennsylvania, 2005. [27] Siner, R.S. “Formation of Consumer Expectations,” Working paper, Owen Graduate School of Management. Vanderbilt University, 1985. [28] Smith, J.M. and Price, G.R. “The logic of animal conflict,” Nature Vol. 246, 1973, pp. 15-18. [29] Smith, J.M. and Parker, G.A. “The logic of asymmetric contests,”Animal Behaviour, Vol. 24, No. 1, 1976, pp. 159-175. [30] Tan, W. “The Effects of Taxes and Advertising Restrictions on the Market Structure of the U.S. Cigarette Market,” Review of Industrial Organization, Vol. 28, No. 3, 2006, pp. 231-251. [31] Woodruff, R.B., Cadotte, E.R., and Jenkins, R.L. “Modeling consumer satisfaction processes using experience based norms,” Journal of Marketing Research, Vol. 20, No. 3, 1983, pp. 296-304. [32] Zeithaml, V.A., Berry, L.L., and Parasuraman, A. “The Nature and Determinants of Customer Expectations of Service,” Journal of the Academy of Marketing Science, Vol. 20, 1993, pp.1-12. zh_TW
