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題名 基於峰終定律的體驗型智慧髮型全通路服務平台之研究—以髮型消費服務企業為例
The Application of the Peak-End Rule in the Design Experience-Centric Smart Omnichannel Platform for the Taiwanese Hairdressing Industry作者 林君憶
Lin, Chun-Yi貢獻者 洪為璽<br>季延平
Hung, Wei-Hsi<br>Chi, Yan-Ping
林君憶
Lin, Chun-Yi關鍵詞 全通路平台
顧客體驗
峰終定律
顧客抱怨
關鍵時刻
Omnichannel platform
Customer experience
Peak-end rule
Customer complaint
Moment of truth日期 2021 上傳時間 2-Sep-2021 15:47:16 (UTC+8) 摘要 本研究運用紮根理論法初步探索建立髮型消費服務企業的智慧髮型全通路服務平台，「基於翻轉負向峰值點和終點的顧客體驗再造升級的設計規劃」將相關體驗行銷學、顧客行為學、服務設計學、資訊管理學、心理學的理論和方法結合起來，解決顧客體驗這一跨領域學科的、複雜的問題。本研究運用一系列連貫性的、系統性的方法將抽象的顧客體驗轉化為具體的服務流程設計，在智慧髮型全通路服務平台中建立了三個中心系統來解決二個顧客痛點。透過這二個痛點，本研究發現了顧客髮型消費服務旅程中最在意的7個關鍵時刻、9個峰值點和終點，可以作為髮型消費服務企業數位創新的主要基礎，因而在智慧髮型全通路服務平台中建立了三個中心系統：智慧化髮型推薦服務設計中心、儀式遊戲化服務設計中心、智慧化全通路服務設計中心。運用智慧髮型全通路服務平台，有助於髮型消費服務企業實現基於體驗為中心的無縫接軌全通路整合的服務模式，將各接觸點主題的連貫性、一致性、適境性結合起來，創造和編排使顧客難忘的「酷炫EPIC」峰值瞬間，以提高顧客體驗成效。
This paper uses grounded theory to establish an initial experience-centric smart omnichannel platform for the hairdressing industry. ‘The Superior Customer Experience Design Plan based on reverse-engineering negative peak–end experiences’ is proposed that combines multiple theories of behaviour design, service design, information system management, and psychology to address complex customer experience issues across various disciplines and fields. Abstractions of customer experience are concretised in a service journey design through a set of cohesive and systematic approaches. The experience-centric smart omnichannel platform has three system centres to address two customer pain points, which are recognised and broken down into seven moments of truth and nine peak and end moments, and provides the hairdressing industry with the fundamentals of digital innovation. The three system centres in the smart omnichannel platform—namely a smart hairstyle recommendation system, a ritual gamification system, and a smart omnichannel system—enable hairdressing companies to implement the seamless experience-centric smart omnichannel platform during design for each customer on the basis of thematic cohesion, consistency, and contextual sensitivity among all touchpoints. Through this platform, hairdressing companies can orchestrate memorable and ‘EPIC’ moments to enhance customer experience.參考文獻 中華民國行政院主計總處（2021年1月）。行業統計分類(第11次修正)(110年1月)。中華民國統計資訊網。https://www.stat.gov.tw/public/Attachment/012221854690WG0X9I.pdf中華民國行政院主計總處（2016）。105年工業及服務業普查-其他服務業普查結果分析。中華民國統計資訊網。https://www.dgbas.gov.tw/public/Data/dgbas04/bc2/105census/X00/S.pdf林君憶、洪為璽、季延平（出版中）。政府基於協力網絡的平台型新興傳染疾病生態系統模式—以COVID-19為例。中山管理評論。Abrahams, R. D. (1986). Ordinary and extraordinary experience. In V. W. Turner and E. M. Bruner (Eds.), The anthropology of experience (pp. 45-72). 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國立政治大學
資訊管理學系
106356501資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106356501 資料類型 thesis dc.contributor.advisor 洪為璽<br>季延平 zh_TW dc.contributor.advisor Hung, Wei-Hsi<br>Chi, Yan-Ping en_US dc.contributor.author (Authors) 林君憶 zh_TW dc.contributor.author (Authors) Lin, Chun-Yi en_US dc.creator (作者) 林君憶 zh_TW dc.creator (作者) Lin, Chun-Yi en_US dc.date (日期) 2021 en_US dc.date.accessioned 2-Sep-2021 15:47:16 (UTC+8) - dc.date.available 2-Sep-2021 15:47:16 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2021 15:47:16 (UTC+8) - dc.identifier (Other Identifiers) G0106356501 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136838 - dc.description (描述) 博士 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) 106356501 zh_TW dc.description.abstract (摘要) 本研究運用紮根理論法初步探索建立髮型消費服務企業的智慧髮型全通路服務平台，「基於翻轉負向峰值點和終點的顧客體驗再造升級的設計規劃」將相關體驗行銷學、顧客行為學、服務設計學、資訊管理學、心理學的理論和方法結合起來，解決顧客體驗這一跨領域學科的、複雜的問題。本研究運用一系列連貫性的、系統性的方法將抽象的顧客體驗轉化為具體的服務流程設計，在智慧髮型全通路服務平台中建立了三個中心系統來解決二個顧客痛點。透過這二個痛點，本研究發現了顧客髮型消費服務旅程中最在意的7個關鍵時刻、9個峰值點和終點，可以作為髮型消費服務企業數位創新的主要基礎，因而在智慧髮型全通路服務平台中建立了三個中心系統：智慧化髮型推薦服務設計中心、儀式遊戲化服務設計中心、智慧化全通路服務設計中心。運用智慧髮型全通路服務平台，有助於髮型消費服務企業實現基於體驗為中心的無縫接軌全通路整合的服務模式，將各接觸點主題的連貫性、一致性、適境性結合起來，創造和編排使顧客難忘的「酷炫EPIC」峰值瞬間，以提高顧客體驗成效。 zh_TW dc.description.abstract (摘要) This paper uses grounded theory to establish an initial experience-centric smart omnichannel platform for the hairdressing industry. ‘The Superior Customer Experience Design Plan based on reverse-engineering negative peak–end experiences’ is proposed that combines multiple theories of behaviour design, service design, information system management, and psychology to address complex customer experience issues across various disciplines and fields. Abstractions of customer experience are concretised in a service journey design through a set of cohesive and systematic approaches. The experience-centric smart omnichannel platform has three system centres to address two customer pain points, which are recognised and broken down into seven moments of truth and nine peak and end moments, and provides the hairdressing industry with the fundamentals of digital innovation. The three system centres in the smart omnichannel platform—namely a smart hairstyle recommendation system, a ritual gamification system, and a smart omnichannel system—enable hairdressing companies to implement the seamless experience-centric smart omnichannel platform during design for each customer on the basis of thematic cohesion, consistency, and contextual sensitivity among all touchpoints. Through this platform, hairdressing companies can orchestrate memorable and ‘EPIC’ moments to enhance customer experience. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景和動機 1第二節 研究目的和意義 4第三節 研究內容和架構 4第二章 文獻探討 7第一節 體驗行銷 7第二節 基於顧客體驗接觸點的服務體驗 15第三節 基於關鍵時刻的體驗接觸點 22第四節 運用峰終定律識別關鍵時刻 26第五節 運用峰終定律識別顧客體驗結果中的顧客抱怨 28第六節 顧客體驗到服務設計和行為設計 39第三章 研究方法和設計 48第一節 研究方法 48第二節 研究流程和步驟 50第三節 研究對象選擇 52第四節 資料收集 54第四章 資料分析 56第一節 編碼程序 57第二節 研究可靠性檢驗 67第三節 主題浮現和理論適配 69第五章 智慧髮型全通路服務平台建立 71第一節 顧客行為設計 71第二節 智慧髮型全通路服務平台設計 98第三節 智慧髮型全通路服務平台的服務藍圖設計 101第六章 討論與結論 103第一節 理論研究意涵 103第二節 管理應用意涵 104第三節 研究結果 105第四節 研究限制和未來研究方向 106參考文獻 107 zh_TW dc.format.extent 13860127 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106356501 en_US dc.subject (關鍵詞) 全通路平台 zh_TW dc.subject (關鍵詞) 顧客體驗 zh_TW dc.subject (關鍵詞) 峰終定律 zh_TW dc.subject (關鍵詞) 顧客抱怨 zh_TW dc.subject (關鍵詞) 關鍵時刻 zh_TW dc.subject (關鍵詞) Omnichannel platform en_US dc.subject (關鍵詞) Customer experience en_US dc.subject (關鍵詞) Peak-end rule en_US dc.subject (關鍵詞) Customer complaint en_US dc.subject (關鍵詞) Moment of truth en_US dc.title (題名) 基於峰終定律的體驗型智慧髮型全通路服務平台之研究—以髮型消費服務企業為例 zh_TW dc.title (題名) The Application of the Peak-End Rule in the Design Experience-Centric Smart Omnichannel Platform for the Taiwanese Hairdressing Industry en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中華民國行政院主計總處（2021年1月）。行業統計分類(第11次修正)(110年1月)。中華民國統計資訊網。https://www.stat.gov.tw/public/Attachment/012221854690WG0X9I.pdf中華民國行政院主計總處（2016）。105年工業及服務業普查-其他服務業普查結果分析。中華民國統計資訊網。https://www.dgbas.gov.tw/public/Data/dgbas04/bc2/105census/X00/S.pdf林君憶、洪為璽、季延平（出版中）。政府基於協力網絡的平台型新興傳染疾病生態系統模式—以COVID-19為例。中山管理評論。Abrahams, R. 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