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研究生: 盧玠妏
Chieh-wen Lu
論文名稱: 從服務設計觀點看服務接觸與服務品質─以材質室為例
Exploring Service Encounter and Service Quality based on the Service Design Concept-Evidence from the Material Library
指導教授: 宋同正
Tung-Jung Sung
口試委員: 陳玲鈴
Lin-Lin Chen
張建成
Chien-Cheng Chang
學位類別: 碩士
Master
系所名稱: 設計學院 - 設計系
Department of Design
論文出版年: 2011
畢業學年度: 99
語文別: 中文
論文頁數: 187
中文關鍵詞: 服務設計服務接觸服務品質服務原型材質室
外文關鍵詞: Service Eencounter, Material Library
相關次數: 點閱:328下載:23
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  • 近年來,服務設計 (service design) 已成為一項新興設計發展領域,為不同產業創造有用、好用、人們渴望和效率好且有效的服務。再者,有越來越多國家級設計中心投入資源建置先進材質實驗室 (以下簡稱材質室)。因此,如何提供優質服務實已成為現代材質室急待解決的重要課題。
    基於服務設計觀點,本研究主要研究目的為探討材質室之服務接觸與服務品質。首先,針對台灣創意中心 (以下簡稱台創),本研究為其材質室建構服務藍圖,了解詳細服務流程。其次,透過焦點團體座談 (6名利害相關人) 與深入訪談法 (材質室負責人),本研究發掘出材質室各項不同服務品質缺口。接著,採用SERVQUAL量表對37名材質室會員進行初期服務品質評估,本研究歸結出材質室尚待改善之各項服務接觸項目。在經提出新服務接觸設計後,本研究針對36名會員 (24名/一般會員和12名/廠商會員) 進行新服務接觸設計之e-SQ (例如,資訊性、使用性、圖形樣式、隱私性與實現性) 評估。
    本研究主要發現有:1) 台創材質室於「前線L」、「觀眾A」和「過程P」服務接觸類別存有Gap1、Gap3與Gap4服務品質缺口;2) 會員對材質室的開放時間 (Mean=3.32) 感到較不便利;3) 兩種不同會員對新服務接觸要項皆表示滿意和4) 除隱私性外,資訊性、使用性、圖形樣式、與實現性等e-SQ構面與「雙向佈告欄」新服務接觸設計皆呈正相關。最後,冀望本研究發現成果能作為未來材質室在執行線上化服務設計時的重要參考依據。


    Nowadays, service design has becomes a new design discipline which creates useful, usable, and desirable desigsn for the customers, and effective and efficient services for enterprises. And, more and more countries have invested amounts of money and effort into the advanced material libraries (MLs) in national design centers. Therefore, how to provide better services for their customers is a critical issue for these material libraries.
    Base on the service design point of view, this study aimed to explore the relationship between service encounters and service quality in ML of Taiwan Creative Design Center (TDC). First, the study blueprinted ML’s services to uncover the detailes of the service process. Secondly, this study employed the focus group approach (6 stackeholders) and an in-depth interview with the ML manager of TDC to identify the issues and relationships between service encounters and service quality gaps. Thirdly, the SERVQUAL measure, the study investigated 37 ML members to find out the current service quality provided by the ML of TDC. Then, through the e-SQ (informationm, usability, graphic, privacy and fulfillment) measure, this study examined 36 ML members (24/general members and 12/material-supplied members) to evaluate the perforemance of new service encounter designs. Last, four main findings of this study are: 1) there are Gap1, Gap3 and Gap4 existed in front line, audience, and process of service encounter in ML of TDC; 2) there is a higher degree of dissatisfaction with the “convenient opening hour” under the “empathy” dimension of SERVQUAL; 3) both of two ML member groups highly satisfy with new service encounter designs, and 4) besides privacy, information, usability, graphic, and fulfillment e-SQ dimensions have a positive association with “two-way bulletin board” under new service encounter designs. Finally, the study further suggests some possible ways to solve the issues of service encounters in the ML of TDC, and hopes the above findings can be a helpful reference for any institute that would like to establish the ML in the near future.

    摘要 I Abstract II 致謝 III 目錄 IV 表目錄 VII 圖目錄 IX 第一章 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 4 1.3 研究範圍 4 1.4 重要名詞解釋 5 第二章 文獻回顧 6 2.1 服務設計 (Service Design) 6 2.1.1 服務設計定義 6 2.1.2 服務藍圖 7 2.1.3 服務原型 8 2.2 服務接觸 (Service Encounter) 9 2.2.1 服務接觸定義 9 2.2.2 服務接觸類型 10 2.2.3 服務接觸衡量 12 2.3 服務品質 (Service Quality) 13 2.3.1 服務品質定義 14 2.3.2 服務品質構面 14 2.3.3 服務品質缺口 15 2.3.4 服務品質衡量 17 2.4 顧客滿意 (Customer Satisfaction) 21 2.4.1 顧客滿意度 21 2.4.2 顧客滿意衡量 22 2.5 台創材質室 22 2.5.1 台創材質室服務對象 23 2.5.2 台創材質室服務內容 25 2.6 研究架構 32 第三章 研究設計 34 3.1 研究方法 34 3.1.1 觀察法 35 3.1.2 訪談法 35 3.1.3 焦點團體法 36 3.1.4 問卷調查 38 3.1.5 質性分析 40 3.2 研究對象 41 3.3 研究工具 42 3.3.1 焦點團體座談工具 42 3.3.2 服務品質調查工具 43 3.3.3 新服務接觸測試工具 44 3.3.4 新服務接觸評估工具 46 3.4 研究流程 47 第四章 研究發現 49 4.1 前導研究 49 4.1.1 台創材質室 (南港) 服務藍圖 49 4.1.2 台創材質室 (南港) 服務接觸 54 4.1.3 台創材質室 (南港) 服務品質評估 56 4.1.4 台創材質室 (南港) 提供者服務提供缺口 60 4.1.5 台創材質室 (南港) 顧客服務需求缺口 61 4.2 顧客服務需求缺口填補 63 4.2.1 台創材質室 (松菸) 顧客服務需求缺口改善 63 4.2.2 新服務接觸設計 65 4.2.3 新服務接觸e-SQ評估 79 4.3 小結 94 第五章 結論與討論 97 5.1 前導研究 97 5.2 顧客服務需求缺口填補 99 第六章 研究建議 102 6.1 服務設計實務建議 102 6.2 後續研究建議 105 參考資料 106 附錄 113 附錄1 質性資料編碼目錄 113 附錄2 訪談內容 114 附錄3 焦點團體座談內容 116 附錄4 前導研究問卷開放性問項內容 149 附錄5 服務品質缺口分類 150 附錄6 前導研究問卷 152 附錄7 新服務接觸顧客滿意度問卷 155 附錄8 新服務接觸e-SQ評估問卷 164 附錄9 台創材質室電子樣本說明單 166 附錄10 新服務接觸項目之會員建議 169

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