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題名 建造忠誠迴路：以在地場景實驗顧客體驗
Building Loyalty Loop: Experimenting Customer Experience with Local Scenarios作者 葉植詠
Yeh, Jhih-Yung貢獻者 蕭瑞麟
Hsiao, Ruey-Lin
葉植詠
Yeh, Jhih-Yung關鍵詞 服務設計
在地行為
場景設計
情境實踐
忠誠迴路
Service design
Local behaviors
Scenario-based design
Situated practices
Loyalty loop日期 2022 上傳時間 2-Sep-2022 15:44:50 (UTC+8) 摘要 受到使用者支付行為的變遷與新冠肺炎疫情的爆發的影響，企業皆奮力投入電子支付事業，推出各式服務創新。然而，企業越是急於推展新服務，就越容易忽視使用者行為，使服務淪為大同小異，難以差異化體驗的困境。不深入理解行為，企業便難以描繪清晰的用戶輪廓，服務自然無法脫穎而出，也難以建立顧客的忠誠。行為觀點強調，體察顧 客行為需分析外在條件、理解行為樣貌、預測行為變遷。另一方面體驗觀點則延伸，使用者行為的分析應該引導服務績效的改善以及愉悅的感受。然而，雙方觀點似乎都忽略，服務設計需著重於顧客體驗，是不能夠脫離與微觀的在地行為。我們必須探索情境實踐的場景，才能夠深入理解顧客的痛點，發展合適的服務。本案例研究檢視一套電子支付系統，來探索創新採納的在地行為。理論上，本研究發現解釋電子支付如何在制約的狀況下被採納，並且探索顧客在地行為的場景分析如何透露痛點的洞見。這樣的分析可以改善特殊行為的能見度，並且考量彈性的創新採用方式。實務上，本研究透過描繪顧客的在地行為，提出場景分析的作法；並點出，體會在地脈絡將可以橋接新服務與顧客的習慣實務，最終建造正向的忠誠迴路。
Influenced by the shift in user payment behavior and the outbreak of Covid-19, enterprises strive to invest in e-payment (electronic payment) business and prmote various new services. However, as enterprises rush into new services, they are likely to ignore customer behaviour, resulting in common services and undifferentiated experience. Without a deep understanding of behaviour, firms are unable to delineate user profile and develop outstanding services so as to build customer loyalty. The behaviour view stresses that, to appreciate customer behaviour, one must analyze the external condition, comprehend behavioural pattern and predict behavioural shift. On the other hand, the experience view extends that the analysis of user behaviour should lead to improvement of service performance as well as pleasant sentiment. However, both standpoints seem to neglect that, service design need to attend to customer experience and thus must not detach from the micro-foundation of local behaviours. We need to explore the scenario of situated practices so as to comprehend customers’ painpoints and develop appropriate services. This case study examines an e-payment (electronic payment) system, in order to explore local behaviour within innovation adoption. In theory, the findings explain how e-payment could be adopted within constrained functions and explore how scenario analysis of customers’ local behaviour could reveal insightful painpoints. Such analysis may improve the visibility of idiosyncratic behaviours and consider the flexible use of innovation. In practice, this study proffers a scenario-based design approach by delineating the customer’s local behaviours. The appreciation of local context would align new services with habitual practices, eventually creating a vircuous loop of loyalty.參考文獻 中文文獻池文海、唐資文、簡麗萍，2004，「應用心理分析於銀行業市場區隔與顧客忠誠度之研究」，《管理評論》，第 3 期，第 23 期，115-136 頁。吳聲，2017，《場景革命：產品即場景、分享即獲取、跨界即連接、流行即流量，重構人與商業的邏輯思維》，台北：時報出版。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。張德鵬、林萌菲、陳曉雁、張馥麗，2015，「顧客參與創新對口碑推薦意願的影響研究：心理所有權的中介作用」，《管理評論》，第 12 期，第 131-140 頁。黃明新、黃麗君，2011，「重新探討零售業顧客滿意度：比較享樂型與功能型購物價值之差異」，《管理評論》，第 1 期，第 30 卷，59-76 頁。楊偉顥、李嘉林、張愛華、黃俊傑，2016，「服務設計、品牌體驗與體驗價值間之關係研究」，《行銷評論》，第 4 期，第 13 卷，383-414 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。歐素華，2019，「精準分眾以創新：由使用者行為引導媒體服務設計」，《中山管理評論》，第 27 期，第 1 卷，第 11-56 頁。蕭瑞麟，2020，《不用數字的研究:質性研究的思辨脈絡》，台北：五南學術原創專書系列。謝汶進、塗婉吟，2008，「顧客關係管理之重覆購買行為預測模式」，《行銷評論》，第 5 卷，第 2 期，第 197-220 頁。顧宜錚、李家瑩、黃相翎，2013，「有服務品質就足夠嗎?顧客體驗對站滿意度之影響」，《中山管理評論》，第 3 期，第 21 卷，479-509 頁。英文文獻Acar, O. A., Tarakci, M., & van Knippenberg, D. 2019. Creativity and innovation under constraints: A cross-disciplinary integrative review. Journal of Management, 45(1): 96- 121.Ajzen, I. 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes., 50(2): 179-212.Barlow, J., & Maul, D. 2000. Emotional value: Creating strong bonds with your customers. San Francisco: Berrett-Koehler Publishers.Beaudry, A., & Pinsonneault, A. 2005. Understanding user response to information technology: A coping model of user adaptation. MIS Quarterly, 29(3): 493-526.Beckman, S. L., & Barry, M. 2007. Innovation as a learning process: Embedding design thinking. California Management Review, 50(1): 25-56.Benartzi, S., & Bhargava, S. 2020. How digital design drives user behavior. Harvard Business Review Digital Articles: 2-6.Bitner, M. J., Ostrom, A. L., & Morgan, F. N. 2008. Service blueprinting: A practical technique for service innovation. California Management Review, 50(3): 66-94.Brown, T. 2008. Design thinking. Hardvard Business Review, June: 85-92. Brynjolfsson, E., Hu, Y., & Rahman, M. 2013. Competing in the age of Omnichannelretailing. Sloan Management Review, 54: 23-29.Cornelius, P., Van de Putte, A., & Romani, M. 2005. Three decades of scenario planning in Shell. California Management Review, 48(1): 92-109.Coyne, K. P., & Horn, J. 2009. Predicting your competitor`s reaction. Harvard Business Review, 87(4): 90-97.Das, S. R., & Chen, M. Y. 2007. Yahoo! for Amazon: Sentiment extraction from small talk on the Web. Management Science, 53(9): 1375-1388.Edelman, D. C., & Singer, M. 2015. Competing on customer journeys. Harvard Business Review, 93(11): 88-87.Farida, N., & Ardyan, E. 2018. The driving of customer loyalty: relational approach, proceed value and corporate image. International Journal of Business & Society, 19(1): 15-26.Garrett, J. J. 2006. Customer loyalty and the elements of user experience. DesignManagement Review, 17(1): 35-39.Jaakkola, E., & Alexander, M. 2014. The role of customer engagement behavior in value co-creation. Journal of Service Research, 17(3): 247-261.Jacobides, M. G., & Reeves, M. 2020. Adapt your business to the new reality. Harvard Business Review, 98(5): 74-81.Karahanna, E., Straub, D. W., & Chervany, N. L. 1999. Information technology adoption across time: A cross-sectional comparison of pre-adoption and post-adoption beliefs. MIS Quarterly, 23(2): 183-213.Kim, E., Beckman, S. L., & Agogino, A. 2018. Design roadmapping in an uncertain world: implementing a customer-experience-focused strategy. California Management Review, 61(1): 43-70.Lemon, K. N., & Verhoef, P. C. 2016. Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6): 69-96.Liu, X.-Y., Chi, N.-W., & Gremler, D. D. 2019. Emotion cycles in services: Emotional contagion and emotional labor effects. Journal of Service Research, 22(3): 285-300.Madsen, K. H., & Aiken, P. H. 1993. 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F. 1999. Core affect, prototypical emotional episodes, and other things called emotion: Dissecting the elephant. Journal of Personality & Social Psychology, 76(5): 805-819.Schreier, M., Oberhauser, S., & Prugl, R. 2007. Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities. Marketing Letters, 18(1/2): 15-30.Shane, S. 2000. Prior knowledge and the discovery of entrepreneurial opportunities. Organization Science, 11(4): 448-469.Shin, Y., Im, C., Oh, H., & Kim, J. 2017. Design for experience innovation: understanding user experience in new product development. Behaviour & Information Technology, 36(12): 1218-1234.Tyre, M., & von Hippel, E. 1997. The situated nature of adaptive learning in organizations. Organization Science, 8(1): 71–83.von Hippel, E. 1986. Lead users: A source of novel product concepts. Management Science, 32(7): 791-805.Voorhees, C. M., Walkowiak, T., Fombelle, P. W., Gregoire, Y., Bone, S., Gustafsson, A., & Sousa, R. 2017. Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens. Journal of Business Research, 79: 269-280.Whittington, R. 2006. Completing the practice turn in strategy research. Organization Studies, 27(5): 613-634.Williams, L., Buoye, A., Keiningham, T. L., & Aksoy, L. 2020. The practitioners` path to customer loyalty: Memorable experiences or frictionless experiences? Journal of Retailing & Consumer Services, 57: N.PAG-N.PAG. 描述 碩士
國立政治大學
科技管理與智慧財產研究所
109364104資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109364104 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) 葉植詠 zh_TW dc.contributor.author (Authors) Yeh, Jhih-Yung en_US dc.creator (作者) 葉植詠 zh_TW dc.creator (作者) Yeh, Jhih-Yung en_US dc.date (日期) 2022 en_US dc.date.accessioned 2-Sep-2022 15:44:50 (UTC+8) - dc.date.available 2-Sep-2022 15:44:50 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2022 15:44:50 (UTC+8) - dc.identifier (Other Identifiers) G0109364104 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141827 - 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) 109364104 zh_TW dc.description.abstract (摘要) 受到使用者支付行為的變遷與新冠肺炎疫情的爆發的影響，企業皆奮力投入電子支付事業，推出各式服務創新。然而，企業越是急於推展新服務，就越容易忽視使用者行為，使服務淪為大同小異，難以差異化體驗的困境。不深入理解行為，企業便難以描繪清晰的用戶輪廓，服務自然無法脫穎而出，也難以建立顧客的忠誠。行為觀點強調，體察顧 客行為需分析外在條件、理解行為樣貌、預測行為變遷。另一方面體驗觀點則延伸，使用者行為的分析應該引導服務績效的改善以及愉悅的感受。然而，雙方觀點似乎都忽略，服務設計需著重於顧客體驗，是不能夠脫離與微觀的在地行為。我們必須探索情境實踐的場景，才能夠深入理解顧客的痛點，發展合適的服務。本案例研究檢視一套電子支付系統，來探索創新採納的在地行為。理論上，本研究發現解釋電子支付如何在制約的狀況下被採納，並且探索顧客在地行為的場景分析如何透露痛點的洞見。這樣的分析可以改善特殊行為的能見度，並且考量彈性的創新採用方式。實務上，本研究透過描繪顧客的在地行為，提出場景分析的作法；並點出，體會在地脈絡將可以橋接新服務與顧客的習慣實務，最終建造正向的忠誠迴路。 zh_TW dc.description.abstract (摘要) Influenced by the shift in user payment behavior and the outbreak of Covid-19, enterprises strive to invest in e-payment (electronic payment) business and prmote various new services. However, as enterprises rush into new services, they are likely to ignore customer behaviour, resulting in common services and undifferentiated experience. Without a deep understanding of behaviour, firms are unable to delineate user profile and develop outstanding services so as to build customer loyalty. The behaviour view stresses that, to appreciate customer behaviour, one must analyze the external condition, comprehend behavioural pattern and predict behavioural shift. On the other hand, the experience view extends that the analysis of user behaviour should lead to improvement of service performance as well as pleasant sentiment. However, both standpoints seem to neglect that, service design need to attend to customer experience and thus must not detach from the micro-foundation of local behaviours. We need to explore the scenario of situated practices so as to comprehend customers’ painpoints and develop appropriate services. This case study examines an e-payment (electronic payment) system, in order to explore local behaviour within innovation adoption. In theory, the findings explain how e-payment could be adopted within constrained functions and explore how scenario analysis of customers’ local behaviour could reveal insightful painpoints. Such analysis may improve the visibility of idiosyncratic behaviours and consider the flexible use of innovation. In practice, this study proffers a scenario-based design approach by delineating the customer’s local behaviours. The appreciation of local context would align new services with habitual practices, eventually creating a vircuous loop of loyalty. en_US dc.description.tableofcontents 壹、緒論 p11第一節 研究動機 p11第二節 研究目標 p14第三節 預期效益 p15貳、文獻回顧 p18第一節 專有名詞定義 p18第二節 行為觀點 p22第三節 體驗觀點 p29第四節 場景觀點 p39參、研究方法 p47第一節 方法論選用─脈絡分析法 p47第二節 案例選擇與理論取樣 p48第三節 資料收集過程 p51第四節 分析架構設計 p55肆、研究發現 p58第一節 案例背景 p58第二節 全盈支付簡介 p65第三節 場景分析與應用樣貌 p67伍、討論 p106第一節 學術貢獻 p106第二節 實務啟示 p111第三節 研究限制與未來方向 p119陸、結論 p122參考文獻 p124 zh_TW dc.format.extent 6180154 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109364104 en_US dc.subject (關鍵詞) 服務設計 zh_TW dc.subject (關鍵詞) 在地行為 zh_TW dc.subject (關鍵詞) 場景設計 zh_TW dc.subject (關鍵詞) 情境實踐 zh_TW dc.subject (關鍵詞) 忠誠迴路 zh_TW dc.subject (關鍵詞) Service design en_US dc.subject (關鍵詞) Local behaviors en_US dc.subject (關鍵詞) Scenario-based design en_US dc.subject (關鍵詞) Situated practices en_US dc.subject (關鍵詞) Loyalty loop en_US dc.title (題名) 建造忠誠迴路：以在地場景實驗顧客體驗 zh_TW dc.title (題名) Building Loyalty Loop: Experimenting Customer Experience with Local Scenarios en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻池文海、唐資文、簡麗萍，2004，「應用心理分析於銀行業市場區隔與顧客忠誠度之研究」，《管理評論》，第 3 期，第 23 期，115-136 頁。吳聲，2017，《場景革命：產品即場景、分享即獲取、跨界即連接、流行即流量，重構人與商業的邏輯思維》，台北：時報出版。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。張德鵬、林萌菲、陳曉雁、張馥麗，2015，「顧客參與創新對口碑推薦意願的影響研究：心理所有權的中介作用」，《管理評論》，第 12 期，第 131-140 頁。黃明新、黃麗君，2011，「重新探討零售業顧客滿意度：比較享樂型與功能型購物價值之差異」，《管理評論》，第 1 期，第 30 卷，59-76 頁。楊偉顥、李嘉林、張愛華、黃俊傑，2016，「服務設計、品牌體驗與體驗價值間之關係研究」，《行銷評論》，第 4 期，第 13 卷，383-414 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。歐素華，2019，「精準分眾以創新：由使用者行為引導媒體服務設計」，《中山管理評論》，第 27 期，第 1 卷，第 11-56 頁。蕭瑞麟，2020，《不用數字的研究:質性研究的思辨脈絡》，台北：五南學術原創專書系列。謝汶進、塗婉吟，2008，「顧客關係管理之重覆購買行為預測模式」，《行銷評論》，第 5 卷，第 2 期，第 197-220 頁。顧宜錚、李家瑩、黃相翎，2013，「有服務品質就足夠嗎?顧客體驗對站滿意度之影響」，《中山管理評論》，第 3 期，第 21 卷，479-509 頁。英文文獻Acar, O. A., Tarakci, M., & van Knippenberg, D. 2019. Creativity and innovation under constraints: A cross-disciplinary integrative review. Journal of Management, 45(1): 96- 121.Ajzen, I. 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes., 50(2): 179-212.Barlow, J., & Maul, D. 2000. Emotional value: Creating strong bonds with your customers. San Francisco: Berrett-Koehler Publishers.Beaudry, A., & Pinsonneault, A. 2005. Understanding user response to information technology: A coping model of user adaptation. MIS Quarterly, 29(3): 493-526.Beckman, S. L., & Barry, M. 2007. Innovation as a learning process: Embedding design thinking. California Management Review, 50(1): 25-56.Benartzi, S., & Bhargava, S. 2020. How digital design drives user behavior. Harvard Business Review Digital Articles: 2-6.Bitner, M. J., Ostrom, A. L., & Morgan, F. N. 2008. Service blueprinting: A practical technique for service innovation. 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