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題名 落差的感受：分析顧客旅程中對新零售的服務需求
Affection Divided: Analyzing Service Needs from Customer Journey within New Retailing作者 關欣
Kuan, Hsin貢獻者 蕭瑞麟
Hsiao, Ruey-Lin
關欣
Kuan, Hsin關鍵詞 顧客旅程
人物誌
服務創新
使用者行為
顧客體驗
Customer journey
Persona
Service innovation
User behavior
Customer experience日期 2018 上傳時間 29-Aug-2018 16:03:22 (UTC+8) 摘要 服務創新首要在改善對顧客的服務。也因此，顧客旅程繪製成為近代常用的管理工具。一方面透過使用者來理解如何改良既有服務，另一方面則是因為理解使用者行為使得提供者可以思考全新的服務模式。當今的文獻與實務雖著重於流程面來分析顧客接觸點，藉以找出服務創新的切入點；或是，分析使用者行為來洞悉潛在需求。然而，現有的觀念與作法卻都忽略了顧客的「精準體驗」，也就是在精準分眾的前提下去分析顧客於服務旅程中的體驗。更尤是，雖分析顧客旅程中需要強調流程效率與使用者的需求，不過這樣的分析究竟是由誰的視角來觀察呢。畫出顧客旅程後，設計者是否真的理解顧客的痛點，由中提煉出需求。或是，所繪出的旅程只不過是設計者一廂情願的期望，而與現實脫節。本研究將由「感受落差」著手，探索顧客旅程的分析作法。本案例將透過分析一家零售商場的會員服的顧客體驗，調查服務旅程中現行作法與顧客期望的落差。觀念貢獻上，本研究提出繪製顧客旅程的新構想，以分析顧客過去的經驗來找出參考點，並藉此理解顧客情緒性感受。本研究點出，缺乏精準分眾而繪製的顧客旅程，需求將是模糊的，痛點將是粗略的；對顧客的體驗感受也會是不夠敏銳的。實務上，本研究透過以經驗與感受為主的分析，不只是改變顧客旅程的繪製方法，也提出對新零售的服務創新構想。
AbstractService innovation is primarily about improving customer service. Therefore, customer journey mapping had become a commonly used management tool in modern days. On the one hand, we can understand how to improve service through users; on the other hand, by understanding user behavior can help provider came out with a new service model. Today`s literature focus merely on analyzing customer contact points within the service process so as to identify the entry point of service innovation; or to analyze user behavior in order to recognize customers’ potential needs. However, the existing concepts and practices seem to ignore customers’ ‘precision experience’; that is, analyzing customer experience in service journey on the premise of targeting specific groups of customer with precision. Moreover, although customer journey mapping needs to take into account of process efficiency and user needs, but we are not entirely sure whose perspective it is in observing journey. Even a customer journey is mapped out, it is uncertain whether designers really understand customers’ pain points and distill needs from these points; or whether such a journey is mapped out based on designers’ biased expectation, deviated from practical reality. In this thesis, we will reexamine the method of customer journey through the ‘affection divided’ perspective. This case investigates customer experience towards membership service of a retail mall and examines the gap between the current service and customer expectation in the journey. In terms of conceptual contribution, this study proposes a new mode of customer journey mapping, by examining customers’ past experience as referential points in order to understand their emotional feeling. This research points out, mapping customer journey without precise targets, user needs would be vague and pain points would be unclear. 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國立政治大學
科技管理與智慧財產研究所
105364105資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105364105 資料類型 thesis dc.contributor.advisor 蕭瑞麟 zh_TW dc.contributor.advisor Hsiao, Ruey-Lin en_US dc.contributor.author (Authors) 關欣 zh_TW dc.contributor.author (Authors) Kuan, Hsin en_US dc.creator (作者) 關欣 zh_TW dc.creator (作者) Kuan, Hsin en_US dc.date (日期) 2018 en_US dc.date.accessioned 29-Aug-2018 16:03:22 (UTC+8) - dc.date.available 29-Aug-2018 16:03:22 (UTC+8) - dc.date.issued (上傳時間) 29-Aug-2018 16:03:22 (UTC+8) - dc.identifier (Other Identifiers) G0105364105 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119796 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 105364105 zh_TW dc.description.abstract (摘要) 服務創新首要在改善對顧客的服務。也因此，顧客旅程繪製成為近代常用的管理工具。一方面透過使用者來理解如何改良既有服務，另一方面則是因為理解使用者行為使得提供者可以思考全新的服務模式。當今的文獻與實務雖著重於流程面來分析顧客接觸點，藉以找出服務創新的切入點；或是，分析使用者行為來洞悉潛在需求。然而，現有的觀念與作法卻都忽略了顧客的「精準體驗」，也就是在精準分眾的前提下去分析顧客於服務旅程中的體驗。更尤是，雖分析顧客旅程中需要強調流程效率與使用者的需求，不過這樣的分析究竟是由誰的視角來觀察呢。畫出顧客旅程後，設計者是否真的理解顧客的痛點，由中提煉出需求。或是，所繪出的旅程只不過是設計者一廂情願的期望，而與現實脫節。本研究將由「感受落差」著手，探索顧客旅程的分析作法。本案例將透過分析一家零售商場的會員服的顧客體驗，調查服務旅程中現行作法與顧客期望的落差。觀念貢獻上，本研究提出繪製顧客旅程的新構想，以分析顧客過去的經驗來找出參考點，並藉此理解顧客情緒性感受。本研究點出，缺乏精準分眾而繪製的顧客旅程，需求將是模糊的，痛點將是粗略的；對顧客的體驗感受也會是不夠敏銳的。實務上，本研究透過以經驗與感受為主的分析，不只是改變顧客旅程的繪製方法，也提出對新零售的服務創新構想。 zh_TW dc.description.abstract (摘要) AbstractService innovation is primarily about improving customer service. Therefore, customer journey mapping had become a commonly used management tool in modern days. On the one hand, we can understand how to improve service through users; on the other hand, by understanding user behavior can help provider came out with a new service model. Today`s literature focus merely on analyzing customer contact points within the service process so as to identify the entry point of service innovation; or to analyze user behavior in order to recognize customers’ potential needs. However, the existing concepts and practices seem to ignore customers’ ‘precision experience’; that is, analyzing customer experience in service journey on the premise of targeting specific groups of customer with precision. Moreover, although customer journey mapping needs to take into account of process efficiency and user needs, but we are not entirely sure whose perspective it is in observing journey. Even a customer journey is mapped out, it is uncertain whether designers really understand customers’ pain points and distill needs from these points; or whether such a journey is mapped out based on designers’ biased expectation, deviated from practical reality. In this thesis, we will reexamine the method of customer journey through the ‘affection divided’ perspective. This case investigates customer experience towards membership service of a retail mall and examines the gap between the current service and customer expectation in the journey. In terms of conceptual contribution, this study proposes a new mode of customer journey mapping, by examining customers’ past experience as referential points in order to understand their emotional feeling. This research points out, mapping customer journey without precise targets, user needs would be vague and pain points would be unclear. Practically, this study alters method of customer journey mapping by considering users’ past experience and emotional variation; meanwhile, it proposes possible ways to bring about service innovation in retailing sector. en_US dc.description.tableofcontents 論文目錄聲明頁 i致謝詞 ii中文摘要 iv英文摘要 v圖目錄 x表目錄 x壹、緒論 1第一節 研究動機 1第二節 研究目的 6第三節 預期效應 8貳、文獻回顧 12第一節 顧客旅程的定義 12第二節 論點一─服務創新來自內涵 14第三節 論點二─服務創新來自流程 16第四節 論點三─服務創新來自體驗 18第五節 理論缺口：感受落差 20參、研究方法 26第一節 方法論 26第二節 案例選擇與理論取樣 27一、案例選擇 27二、理論取樣考量 29第二節 分析架構與步驟 31一、人物誌的設計 31二、顧客旅程的設計 34第三節 資料收集 36肆、研究發現 41第一節 消費電子商場的零售挑戰 41第二節 人物誌與顧客旅程 42一、柔文青的特質 42二、顧客旅程分析 44第三節 會員服務 53一、現行會員制度 53二、經驗參考點 54(一) 參考點1：MOMA的紅利 54(二) 參考點2：Sabon會員禮 56(三) 參考點3：星巴克禮程金卡兌換 57(四) 參考點4：全聯兌換時尚鍋具 58(五) 參考點5：契爾氏集愛分享帳戶 59(六) 參考點6：台茂卡全年停車優惠 61(七) 參考點7：「不只是圖書館」的休息空間 61三、感受落差 62第四節 展示服務 66一、現行空間展示 66二、經驗參考點 68(一) 參考點1：CES消費電子展 68(二) 參考點2：Netflix推播活動 69(三) 參考點3：無印良品展示收納的可能 70(四) 參考點4：蔦屋書店的生活提案 70(五) 參考點5：奧入瀨溪旅館的主題性活動 72三、感受落差 73第五節 銷售服務 74一、現行銷售方式 74二、經驗參考點 75(一) 參考點1：礁溪老爺的細心 76(二) 參考點2：優衣庫的試穿 77(三) 參考點3：加拿大Rogers電信商的貼心測試 78(四) 參考點4：IKEA的場景銷售 80三、感受落差 80第六節 售後服務 83一、現行售後服務 83二、經驗參考點 84(一) 參考點1：HTC的禮物維修服務 84(二) 參考點2：蘋果原廠維修服務 86(三) 參考點3：Lexus保養與維修服務 87(四) 參考點4：Gogoro APP的遠端服務 88三、感受落差 89五、討論 92第一節 學術貢獻 92一、體驗來自經驗 92二、旅程的意義是感受落差 94三、使用者是創新來源─黏著性知識 95第二節 實務啟示 96一、零售業的啟示 96二、服務創新的啟示 99第三節 研究限制與未來方向 102一、拓展精準分眾主題 102二、探索參考點轉化新服務 104三、探索旅程中的感受落差 104陸、結論 106參考文獻 108中文文獻 108英文文獻 108附件一：人物誌整理 114附件二：論文口試回覆 134圖目錄圖 1：人物誌的製作流程與套版設計（本研究之設計） 33圖 2：分析架構─理解顧客旅程中的體驗落差（本研究設計） 35圖 3：本研究之顧客旅程總覽 45表目錄表 1：本研究的田野訪查計畫 37表 2：柔文青的人物誌之一─會員服務 46表 3：柔文青的人物誌之二─展示服務 48表 4：柔文青的人物誌之三─銷售服務 50表 5：柔文青的人物誌之四─售後服務 52表 6：會員服務流程─參考點與感受 55表 7：展示服務流程─參考點與感受 67表 8：銷售服務流程─參考點與感受 77表 9：售後服務流程─參考點與感受 85 zh_TW dc.format.extent 19413359 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105364105 en_US dc.subject (關鍵詞) 顧客旅程 zh_TW dc.subject (關鍵詞) 人物誌 zh_TW dc.subject (關鍵詞) 服務創新 zh_TW dc.subject (關鍵詞) 使用者行為 zh_TW dc.subject (關鍵詞) 顧客體驗 zh_TW dc.subject (關鍵詞) Customer journey en_US dc.subject (關鍵詞) Persona en_US dc.subject (關鍵詞) Service innovation en_US dc.subject (關鍵詞) User behavior en_US dc.subject (關鍵詞) Customer experience en_US dc.title (題名) 落差的感受：分析顧客旅程中對新零售的服務需求 zh_TW dc.title (題名) Affection Divided: Analyzing Service Needs from Customer Journey within New Retailing en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻林俊昇、林政佑、周恩頤，2011，服務體驗管理：亞洲文獻回顧與未來研究方向，《臺大管理論叢》，第2期，第26卷，303-352 頁。涂敏芬、洪世章，2016，建構服務創新的制度工作，《臺大管理論叢》，第1期，第27卷，129-154頁。楊錦生、謝佩芸、施曉萍，2017，社群媒體中顧客知識之挖掘：意見探勘技術開發，《臺大管理論叢》，第2S期，第27卷，1-28頁。翁瑞宏、林永宗、黃金安、黃靖媛、林佩蓉. 2012，不同醫療服務體驗對醫病關係的影響，《組織與管理》，第1期，第5卷，43-78頁。姚成彥，2015，虛實整合：特力屋電子商務的服務創新，《中山管理評論》，第23期，第1卷，377-409頁。張禾坤、陳癸文、施大偉、馬成珉、周永明，2004，健康照護組織服務流程管理系統之設計：以養生文化村為例，《中山管理評論》，第6期，第12卷，119-139頁。蕭瑞麟，2016，《思考的脈絡：創新可能不擴散》，台北：天下文化學術叢書。蕭瑞麟，2017，《不用數字的研究：質性研究的思辨脈絡》，台北：五南學術原創系列。蕭瑞麟、侯勝宗、歐素華，2011，演化科技意會—衛星派遣科技的人性軌跡，《資訊管理學報》，第18期，第4卷，1-28頁。蕭瑞麟、許瑋元，2010，資安洞見：由使用者痛點提煉創新來源，《組織與管理》，第2期，第3卷，93-128頁。英文文獻Antorini, Y. 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