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題名 微感創新：從機上服務實踐看空服員的情緒雕塑
Micro-Affective Innovation: Emotional Crafting by Flight Attendants in In-Flight Service Practice
作者 郭潔
Kuo, Chieh
貢獻者 蕭瑞麟
Hsiao, Ruey-Lin
郭潔
Kuo, Chieh
關鍵詞 服務創新
顧客體驗
情緒雕塑
情境實踐
微感創新
Service innovation
Customer experience
Emotional crafting
Situated practice
Micro-affective innovation
日期 2025
上傳時間 1-Sep-2025 16:05:57 (UTC+8)
摘要 服務創新在導入現場後經常出現需求失準，根本原因在於服務設計忽略第一線實踐者的調度智慧。此現象說明制度設計難以對應現場實況，服務創新在執行中因此面臨突發挑戰與限制。過往研究多聚焦於制度規劃或情緒感受，較少討論服務實踐者的現場應變智慧。為此，本研究旨在闡釋「微感創新」，說明服務者如何在制度張力中轉化摩擦，創造情緒價值。本研究分析三項機上服務旅程——基礎服務、機上餐飲、免稅品銷售，觀察空服員如何在制度框架內彈性應對。理論上，本文提出三項貢獻：從預設旅程轉向現場創新、從情緒價值轉向情緒雕塑、從顧客觀感轉向實踐者視角。實務上，本研究歸納出五項微感原則，說明服務設計如何支持即時判斷與現場修補。本研究指出，創新不應侷限於預設的服務藍圖，而在於實踐者如何展開情緒雕塑。服務的本質不只是流程效率，更是共感的創造——由微小行動，成就深刻感動。
Service innovations often misalign with operational realities because designers overlook the adaptive intelligence of frontline practitioners. This disconnect exposes how institutional frameworks struggle to accommodate the complexities of real-world service delivery, creating unexpected implementation barriers. While existing research examines institutional planning and emotional responses, it neglects the improvisational wisdom that service practitioners deploy in interactions. This study introduces “micro-emotional innovation” to reveal how service providers transform institutional friction into emotional value. We examine three in-flight service contexts—basic services, in-flight catering, and duty-free sales—analyzing how cabin crew navigate institutional constraints through adaptive responses. Our theoretical contributions reframe service innovation research in three ways: from predetermined customer journeys to emergent practice-based innovation, from static emotional value to dynamic emotional shaping, and from customer-centric to practitioner-centered perspectives. Practically, we distill five micro-emotional principles that demonstrate how service design can enable real-time judgment and contextual adaptation. Our findings challenge the primacy of predetermined service blueprints, positioning emotional crafting as the core mechanism through which practitioners create value. Service transcends operational efficiency to become an exercise in cultivating empathy—where nuanced gestures forge meaningful human connections.
參考文獻 Agar, M. 1980. The professional stranger: An informal introduction to ethnography. New York: Academic Press. Aurier, P., & Guintcheva, G. 2015. The dynamics of emotions in movie consumption: A spectator-centred approach. International Journal of Arts Management, 17(2), 5–18. Bailey, J. J., Gremler, D. D., & McCollough, M. A. 2001. Service encounter emotional value: The dyadic influence of customer and employee emotions. Services Marketing Quarterly, 23(1): 1. Barger, P. B., & Grandey, A. A. 2006. Service with a smile and encounter satisfaction: Emotional contagion and appraisal mechanisms. Academy of Management Journal, 49(6): 1229-1238. Barlow, J., & Maul, D. 2000. Emotional value: Creating strong bonds with your customers. San Francisco: Berrett-Koehler Publishers. Barsade, S. G. 2002. The ripple effect: Emotional contagion and Its influence on group behavior. Administrative Science Quarterly, 47(4): 644. Ben-Ze’ev, A. 2000. The subtlety of emotions: MIT Press. Bettencourt, L. A., & Ulwick, A. W. 2008. The customer-centered innovation map. Harvard Business Review, 86(5): 109-114. 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. Castells, M. 1983. The city and the grassroots: A cross-cultural theory of urban social movements: University of California Press. Choi, J. N., Sung, S. Y., Lee, K., & Cho, D.-S. 2011. Balancing cognition and emotion: Innovation implementation as a function of cognitive appraisal and emotional reactions toward innovation. Journal of Organizational Behavior, 32(1): 107-124. Das, S. R., & Chen, M. Y. 2007. Yahoo! for Amazon: Sentiment extraction from small talk on the Web. Management Science, 53(9): 1375-1388. Daymond, J., Meisiek, S., & Knight, E. 2024. Into the Customers’ Shoes: Multimodal Practices for Customer-Centric Strategizing. Organization Studies, 45(11): 1579–1609. Edelman, D. C., & Abraham, M. 2022. Customer experience in the age of AI. Harvard Business Review, 100(2): 116-125. Edelman, D. C., & Singer, M. 2015. Competing on customer journeys. Harvard Business Review, 93(11): 88-87. Feldman, M. S., & Orlikowski, W. J. 2011. Theorizing practice and practicing theory. Organization Science, 22(5): 1240-1253. Geertz, C. 1983. Local knowledge: Further essays in interpretive anthropology. New York: Basic Books. Gopaldas, A., & Siebert, A. 2022. What you’re getting wrong about customer journeys. Harvard Business Review, 100(4): 92-99. Greeven, M. J., Xin, K., & Yip, G. S. 2021. How Chinese retailers are reinventing the customer journey. Harvard Business Review, 99(5): 84-93. Grewal, D., Roggeveen, A. L., & Nordfält, J. 2020. Understanding retail experiences and customer journey management. Journal of Retailing, 96(1): 3-8. Haisley, E., & Loewenstein, G. 2011. It's not what you get but when you get it: The effect of gift sequence on deposit balances and customer sentiment in a commercial bank. Journal of Marketing Research, 48(1): 103-115. Heaphy, E. D. 2017. “Dancing on hot coals”: How emotion work facilitates collective sensemaking. Academy of Management Journal, 60(2): 642-670. Hennig-Thurau, T., Groth, M., Paul, M., & Gremler, D. D. 2006. Are all smiles created equal? How emotional contagion and emotional labor affect service relationships. Journal of Marketing, 70(3): 58-73. Hochschild, A. R. 1983. The managed heart: Commercialization of human feeling. Berkeley: University of California Press. Hsiao, R.-L., Wu, S. W., & Hou, S. T. 2008. Sensitive cabbies: Ongoing sense-making within technology structuring. Information and Organization, 18(4): 251–279. Jaakkola, E., & Alexander, M. 2014. The role of customer engagement behavior in value co-creation. Journal of Service Research, 17(3): 247-261. 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. Kuppelwieser, V. G. B. J., & Chumpitaz, R. 2021. How customer experience drives perceived value: The role of emotions as key mechanisms. Journal of Business Research, 134: 662–670. Lemon, K. N., & Verhoef, P. C. 2016. Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6): 69-96. Liu, X., Sun, Y., Zhou, S., Li, Y., & Zhuang, S. 2024. Research on time-value-oriented business model innovation path in life services enterprises and its impact on customer perceived value. Humanities and Social Sciences Communications, 11: 548. Magids, S., Zorfas, A., & Leemon, D. 2015. The new science of customer emotions. Harvard Business Review, 93(11): 66-68. Märtin, C., Bissinger, B. C., & Asta, P. 2023. Optimizing the digital customer journey—Improving user experience by exploiting emotions, personas and situations for individualized user interface adaptations. Journal of Consumer Behaviour, 22(5): 1050-1061. Mattila, A. S., & Enz, C. A. 2002. The role of emotions in service encounters. Journal of Service Research, 4(4): 268-277. Michel, S., Brown, S. W., & Gallan, A. S. 2008. Service-Logic Innovations: How to Innovate Customers, Not Products. California Management Review, 50(3): 49-65. Mousavi, R., Johar, M., & Mookerjee, V. S. 2020. The voice of the customer: Managing customer care in Twitter. Information Systems Research, 31(2): 340-360. Nonaka, I., & von Krogh, G. 2009. Tacit knowledge and knowledge conversion: Controversy and advancement in organizational knowledge creation theory. Organization Science, 20(3): 635-652. O'Donohoe, S., & Turley, D. 2007. Fatal errors: Unbridling emotions in service failure experiences. Journal of Strategic Marketing, 15(1): 17-28. Orlikowski, W. J. 2000. Using technology and constituting structures: A practice lens for studying technology in organizations Organization Science, 11(4): 404–428. Orlikowski, W. J. 2002. Knowing in practice: Enacting a collective capability in distributed organizing. Organization Science, 13(3): 249-273. Ortony, A., Clore, G. L., & Collins, A. 1988. The cognitive structure of emotions: Cambridge University Press. 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(4): 41-50. Pine, K. H., & Mazmanian, M. 2017. Artful and contorted coordinating: The ramifications of imposing formal logics of task jurisdiction on situated practice. Academy of Management Journal, 60(2): 720-742. Pradies, C. 2023. With head and heart: How emotions shape paradox navigation in veterinary work. Academy of Management Journal, 66(2): 521-552. Price, L. L., Arnould, E. J., & Deibler, S. L. 1995. Consumers’ emotional responses to service encounters. International Journal of Service Industry Management, 6(3): 34-63. Rafaeli, A., & Vilnai-Yavetz, I. 2004. Emotion as a connection of physical artifacts and organizations. Organization Science, 15(6): 671-686. Scherer, K. R. 2005. What are emotions? And how can they be measured? Social Science Information, 44(4): 695-729. Scherer, K. R. 2023. Emotion regulation via reappraisal – mechanisms and strategies. Cognition & Emotion: 1-4. Scherer, K. R., & Moors, A. 2019. The emotion process: Event appraisal and component differentiation. Annual Review of Psychology, 70: 719-745. Siebert, A., Gopaldas, A., Lindridge, A., & Coleman, J. 2020. Customer journeys and loyalty loops: The role of motivation in service encounters. Journal of Service Research, 23(3): 330–348. Siebert, A., Gopaldas, A., Lindridge, A., & Simões, C. 2020. Customer experience journeys: Loyalty loops versus involvement spirals. Journal of Marketing, 84(4): 45-66. Siehl, C., Bowen, D. E., & Pearson, C. M. 1992. Service encounter as rites of integration: An information processing model. Organization Science, 3(4): 537-555. Stein, A., & Ramaseshan, B. 2016. Towards the identification of customer experience touch point elements. Journal of Retailing & Consumer Services, 30: 8-19. Thomson, M., MacInnis, D. J., & Park, C. W. 2005. The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1): 77-91. Tong, Y. K. 2015. 13 positive emotions in service encounters: A qualitative study. Journal of Services Marketing, 29(1), 12–25. Tversky, A., & Kahneman, D. 1974. Judgment under uncertainty: Heuristics and biases. Science, 185(4157): 1124. Tyre, M. J., & von Hippel, E. 1997. The situated nature of adaptive learning in organizations. Organization Science, 8(1): 71–83. Wägar, K., Roos, I., Ravald, A., & Edvardsson, B. 2012. My customers are in my blind spot are they changing and I cannot see it? Journal of Service Research, 15: 150-165. Wrzesniewski, A., & Dutton, J. E. 2001. Crafting a job: Revisioning employees as active crafters of their work. Academy of Management Review, 26(2): 179-201. Yanow, D. 2004. Translating local knowledge at organizational peripheries. British Journal of Management, 15(1): 9-25.
描述 碩士
國立政治大學
科技管理與智慧財產研究所
112364104
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112364104
資料類型 thesis
dc.contributor.advisor 蕭瑞麟zh_TW
dc.contributor.advisor Hsiao, Ruey-Linen_US
dc.contributor.author (Authors) 郭潔zh_TW
dc.contributor.author (Authors) Kuo, Chiehen_US
dc.creator (作者) 郭潔zh_TW
dc.creator (作者) Kuo, Chiehen_US
dc.date (日期) 2025en_US
dc.date.accessioned 1-Sep-2025 16:05:57 (UTC+8)-
dc.date.available 1-Sep-2025 16:05:57 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2025 16:05:57 (UTC+8)-
dc.identifier (Other Identifiers) G0112364104en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/159246-
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) 112364104zh_TW
dc.description.abstract (摘要) 服務創新在導入現場後經常出現需求失準，根本原因在於服務設計忽略第一線實踐者的調度智慧。此現象說明制度設計難以對應現場實況，服務創新在執行中因此面臨突發挑戰與限制。過往研究多聚焦於制度規劃或情緒感受，較少討論服務實踐者的現場應變智慧。為此，本研究旨在闡釋「微感創新」，說明服務者如何在制度張力中轉化摩擦，創造情緒價值。本研究分析三項機上服務旅程——基礎服務、機上餐飲、免稅品銷售，觀察空服員如何在制度框架內彈性應對。理論上，本文提出三項貢獻：從預設旅程轉向現場創新、從情緒價值轉向情緒雕塑、從顧客觀感轉向實踐者視角。實務上，本研究歸納出五項微感原則，說明服務設計如何支持即時判斷與現場修補。本研究指出，創新不應侷限於預設的服務藍圖，而在於實踐者如何展開情緒雕塑。服務的本質不只是流程效率，更是共感的創造——由微小行動，成就深刻感動。zh_TW
dc.description.abstract (摘要) Service innovations often misalign with operational realities because designers overlook the adaptive intelligence of frontline practitioners. This disconnect exposes how institutional frameworks struggle to accommodate the complexities of real-world service delivery, creating unexpected implementation barriers. While existing research examines institutional planning and emotional responses, it neglects the improvisational wisdom that service practitioners deploy in interactions. This study introduces “micro-emotional innovation” to reveal how service providers transform institutional friction into emotional value. We examine three in-flight service contexts—basic services, in-flight catering, and duty-free sales—analyzing how cabin crew navigate institutional constraints through adaptive responses. Our theoretical contributions reframe service innovation research in three ways: from predetermined customer journeys to emergent practice-based innovation, from static emotional value to dynamic emotional shaping, and from customer-centric to practitioner-centered perspectives. Practically, we distill five micro-emotional principles that demonstrate how service design can enable real-time judgment and contextual adaptation. Our findings challenge the primacy of predetermined service blueprints, positioning emotional crafting as the core mechanism through which practitioners create value. Service transcends operational efficiency to become an exercise in cultivating empathy—where nuanced gestures forge meaningful human connections.en_US
dc.description.tableofcontents 第一章　緒論　1 第一節　研究動機　1 第二節　研究目的　7 第三節　預期效益　10 第二章　文獻回顧　15 第一節　專有名詞定義　15 第二節　程序價值的理性觀點　23 第三節　情緒價值的感性觀點　29 第四節　情境實踐的知性觀點　37 第三章　研究方法　43 第一節　方法論的選擇　43 第二節　案例選擇與理論取樣　45 第三節　分析架構　47 第四節　資料蒐集過程　54 第四章 研究發現　62 第ㄧ節　案例背景：服務創新的前線挑戰　62 第二節　基礎服務　72 第三節　機上餐飲服務　95 第四節　免稅品銷售服務　121 第五章　討論　 143 第一節　學術貢獻　143 第二節　實務啟發　149 第三節　研究限制與未來方向　156 第六章　結論　160 參考文獻　161zh_TW
dc.format.extent 12676810 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112364104en_US
dc.subject (關鍵詞) 服務創新zh_TW
dc.subject (關鍵詞) 顧客體驗zh_TW
dc.subject (關鍵詞) 情緒雕塑zh_TW
dc.subject (關鍵詞) 情境實踐zh_TW
dc.subject (關鍵詞) 微感創新zh_TW
dc.subject (關鍵詞) Service innovationen_US
dc.subject (關鍵詞) Customer experienceen_US
dc.subject (關鍵詞) Emotional craftingen_US
dc.subject (關鍵詞) Situated practiceen_US
dc.subject (關鍵詞) Micro-affective innovationen_US
dc.title (題名) 微感創新：從機上服務實踐看空服員的情緒雕塑zh_TW
dc.title (題名) Micro-Affective Innovation: Emotional Crafting by Flight Attendants in In-Flight Service Practiceen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Agar, M. 1980. The professional stranger: An informal introduction to ethnography. New York: Academic Press. Aurier, P., & Guintcheva, G. 2015. The dynamics of emotions in movie consumption: A spectator-centred approach. International Journal of Arts Management, 17(2), 5–18. Bailey, J. J., Gremler, D. D., & McCollough, M. A. 2001. Service encounter emotional value: The dyadic influence of customer and employee emotions. Services Marketing Quarterly, 23(1): 1. Barger, P. B., & Grandey, A. A. 2006. Service with a smile and encounter satisfaction: Emotional contagion and appraisal mechanisms. Academy of Management Journal, 49(6): 1229-1238. Barlow, J., & Maul, D. 2000. Emotional value: Creating strong bonds with your customers. San Francisco: Berrett-Koehler Publishers. Barsade, S. G. 2002. The ripple effect: Emotional contagion and Its influence on group behavior. Administrative Science Quarterly, 47(4): 644. Ben-Ze’ev, A. 2000. The subtlety of emotions: MIT Press. Bettencourt, L. A., & Ulwick, A. W. 2008. The customer-centered innovation map. Harvard Business Review, 86(5): 109-114. 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. Castells, M. 1983. The city and the grassroots: A cross-cultural theory of urban social movements: University of California Press. Choi, J. N., Sung, S. Y., Lee, K., & Cho, D.-S. 2011. Balancing cognition and emotion: Innovation implementation as a function of cognitive appraisal and emotional reactions toward innovation. Journal of Organizational Behavior, 32(1): 107-124. Das, S. R., & Chen, M. Y. 2007. Yahoo! for Amazon: Sentiment extraction from small talk on the Web. Management Science, 53(9): 1375-1388. Daymond, J., Meisiek, S., & Knight, E. 2024. Into the Customers’ Shoes: Multimodal Practices for Customer-Centric Strategizing. Organization Studies, 45(11): 1579–1609. Edelman, D. C., & Abraham, M. 2022. Customer experience in the age of AI. Harvard Business Review, 100(2): 116-125. Edelman, D. C., & Singer, M. 2015. Competing on customer journeys. Harvard Business Review, 93(11): 88-87. Feldman, M. S., & Orlikowski, W. J. 2011. Theorizing practice and practicing theory. Organization Science, 22(5): 1240-1253. Geertz, C. 1983. Local knowledge: Further essays in interpretive anthropology. New York: Basic Books. Gopaldas, A., & Siebert, A. 2022. What you’re getting wrong about customer journeys. Harvard Business Review, 100(4): 92-99. Greeven, M. J., Xin, K., & Yip, G. S. 2021. How Chinese retailers are reinventing the customer journey. Harvard Business Review, 99(5): 84-93. Grewal, D., Roggeveen, A. L., & Nordfält, J. 2020. Understanding retail experiences and customer journey management. Journal of Retailing, 96(1): 3-8. Haisley, E., & Loewenstein, G. 2011. It's not what you get but when you get it: The effect of gift sequence on deposit balances and customer sentiment in a commercial bank. Journal of Marketing Research, 48(1): 103-115. Heaphy, E. D. 2017. “Dancing on hot coals”: How emotion work facilitates collective sensemaking. Academy of Management Journal, 60(2): 642-670. Hennig-Thurau, T., Groth, M., Paul, M., & Gremler, D. D. 2006. Are all smiles created equal? How emotional contagion and emotional labor affect service relationships. Journal of Marketing, 70(3): 58-73. Hochschild, A. R. 1983. The managed heart: Commercialization of human feeling. Berkeley: University of California Press. Hsiao, R.-L., Wu, S. W., & Hou, S. T. 2008. Sensitive cabbies: Ongoing sense-making within technology structuring. Information and Organization, 18(4): 251–279. Jaakkola, E., & Alexander, M. 2014. The role of customer engagement behavior in value co-creation. Journal of Service Research, 17(3): 247-261. 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. Kuppelwieser, V. G. B. J., & Chumpitaz, R. 2021. How customer experience drives perceived value: The role of emotions as key mechanisms. Journal of Business Research, 134: 662–670. Lemon, K. N., & Verhoef, P. C. 2016. Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6): 69-96. Liu, X., Sun, Y., Zhou, S., Li, Y., & Zhuang, S. 2024. Research on time-value-oriented business model innovation path in life services enterprises and its impact on customer perceived value. Humanities and Social Sciences Communications, 11: 548. Magids, S., Zorfas, A., & Leemon, D. 2015. The new science of customer emotions. Harvard Business Review, 93(11): 66-68. Märtin, C., Bissinger, B. C., & Asta, P. 2023. Optimizing the digital customer journey—Improving user experience by exploiting emotions, personas and situations for individualized user interface adaptations. Journal of Consumer Behaviour, 22(5): 1050-1061. Mattila, A. S., & Enz, C. A. 2002. The role of emotions in service encounters. Journal of Service Research, 4(4): 268-277. Michel, S., Brown, S. W., & Gallan, A. S. 2008. Service-Logic Innovations: How to Innovate Customers, Not Products. California Management Review, 50(3): 49-65. Mousavi, R., Johar, M., & Mookerjee, V. S. 2020. The voice of the customer: Managing customer care in Twitter. Information Systems Research, 31(2): 340-360. Nonaka, I., & von Krogh, G. 2009. Tacit knowledge and knowledge conversion: Controversy and advancement in organizational knowledge creation theory. Organization Science, 20(3): 635-652. O'Donohoe, S., & Turley, D. 2007. Fatal errors: Unbridling emotions in service failure experiences. Journal of Strategic Marketing, 15(1): 17-28. Orlikowski, W. J. 2000. Using technology and constituting structures: A practice lens for studying technology in organizations Organization Science, 11(4): 404–428. Orlikowski, W. J. 2002. Knowing in practice: Enacting a collective capability in distributed organizing. Organization Science, 13(3): 249-273. Ortony, A., Clore, G. L., & Collins, A. 1988. The cognitive structure of emotions: Cambridge University Press. 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(4): 41-50. Pine, K. H., & Mazmanian, M. 2017. Artful and contorted coordinating: The ramifications of imposing formal logics of task jurisdiction on situated practice. Academy of Management Journal, 60(2): 720-742. Pradies, C. 2023. With head and heart: How emotions shape paradox navigation in veterinary work. Academy of Management Journal, 66(2): 521-552. Price, L. L., Arnould, E. J., & Deibler, S. L. 1995. 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