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研究生： 莊喬雯
Chiao-Wen Chuang
論文名稱： 從服務設計觀點探討顧客價值、服務補救及知覺公平對顧客滿意度的影響－以C共享機車為例
Exploring the Effects of Customer Value, Service Recovery, and Perceived Justice on Customer Satisfaction through Service Design - A Case Study of C Moped Sharing Service
指導教授： 宋同正
Tung-Jung Sung
口試委員: 柯志祥
Chih-Hsiang Ko
許言
Yen Hsu
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： 2023
畢業學年度： 111
語文別： 中文
論文頁數： 192
中文關鍵詞： 顧客價值 、服務失誤 、服務補救 、知覺公平 、顧客滿意度 、共享機車
外文關鍵詞： Customer value, Service failure, Service recovery, Perceived justice, Customer satisfaction, Moped sharing
相關次數： 點閱：356  下載：5 
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  •  上一筆

    • 網路為機車租賃提供新的交易型態，隨著多元服務接觸方式的興起，共享機車服務產生不同的服務失誤項目及應對措施。基此，以C品牌共享機車服務為例，本研究旨在探討共享機車服務失誤與補救內容，和顧客價值、服務補救及知覺公平對顧客滿意度的影響。

    本研究流程分為四個階段：(1) 界定－透過文獻了解相關議題內容與現況；(2) 定義－訪談利害關係人確立服務內容與流程、服務失誤項目及服務補救措施；接續，採用問卷調查法且取得106份有效問卷，探討受測者對共享機車服務補救措施的服務感受；(3) 發展－邀請利害關係人進行焦點團體訪談，針對服務缺口發展設計方針，且發展服務原型；接續，邀請專家進行啟發式評估及提出新共享機車服務補救方案；(4) 評估－本研究採用問卷調查法且取得83份有效問卷，了解受測者對新共享機車服務補救方案的看法，且比較原服務與新服務之差異。

    針對共享機車服務失敗補救，本研究主要發現有：(1) 顧客價值對服務補救與顧客滿意度產生顯著性影響；(2) 服務補救對知覺公平與顧客滿意度亦具顯著性影響；(3) 針對顧客價值，受測者較重視經濟、便利及情境價值；(4) 相較於原服務，新服務補救方案在服務補救之「及時處理」、「跟進」及「解釋」，與知覺公平之「資訊公平」、「互動公平」及「程序公平」有顯著性影響。本研究亦提出若干設計與研究相關建議，以供未來研究相關服務之研究者與從事相關領域服務提供方參考。

    The internet has changed the way moped rentals are transacted. Following the emergence of multiple service encounters, in addition to the changes in customer value, new forms of service failure and recovery had been inspired. This research took C moped sharing service as an example. The purpose is to understand the content of service failure and service recovery in moped sharing services. It is to examine the effects of customer value, service recovery, and perceived justice on customer satisfaction in moped sharing service.
    This study is divided into four stages: (1) Identify: the study reviewed the literature to understand the content and development of related issues. (2) Define: the study held interviews with service provider and recipients to confirm the content of moped sharing service and its service failure, and service recovery. Furthermore, the study employed a questionnaire to explore the perception of service recipients and analyzed 106 valid questionnaires. (3) Develop: the study invited stakeholders to discuss solutions through a focus group and created design proposals based on the consensus from the solutions. Afterwards, the study invited experts to provide relevant suggestions through heuristic evaluation. Adjust design proposals form the basis for the suggestions. (4) Assess: the study employed 83 valid questionnaires to explore feedback from the recipients for the new design and analyze the data to explore the difference between the initial service.
    According to the moped sharing service, the findings indicate that customer value yielded a significant and positive effect on service recovery and customer satisfaction. In addition, service recovery yielded a significant and positive effect on perceived justice and customer satisfaction. Moreover, service recipients care about convenience, monetary, and conditional values. Last, compared with the initial service, the "prompt handling," "follow-up," and "explanation" of service recovery and the "informational justice," "interactional justice," and "procedural justice" of perceived justice have been significantly improved in the new design. Based on the above findings, this study also provides other suggestions for relevant research fields and service provider in the future.

    目錄 第一章、緒論1 1.1 研究背景與動機1 1.2 研究目的2 1.3 研究個案2 1.4 研究對象3 1.5 研究範圍3 1.6 重要名詞解釋3 1.7 研究流程5 第二章、文獻探討6 2.1 共享機車6 2.1.1 共享機車服務6 2.1.2 共享機車服務失誤與補救8 2.2 服務設計10 2.2.1 服務設計的定義10 2.2.2 服務設計流程與工具10 2.2.3 服務缺口11 2.3 顧客價值13 2.3.1 顧客價值的定義13 2.3.2 顧客價值的衡量13 2.4 服務失誤15 2.4.1 服務失誤的定義15 2.4.2 服務失誤類別15 2.5 服務補救16 2.5.1 服務補救的定義16 2.5.2 服務補救的衡量16 2.6 知覺公平20 2.6.1 知覺公平的定義20 2.6.2 知覺公平的衡量20 2.7 顧客滿意度22 2.7.1 顧客滿意度的定義22 2.7.2 顧客滿意度的衡量22 第三章、研究設計24 3.1 研究假設與架構24 3.2 研究流程與方法26 3.2.1 定義階段26 3.2.2 發展階段27 3.2.3 評估階段29 第四章、定義階段30 4.1 利害關係人訪談30 4.1.1「C公司」訪談30 4.1.2「顧客」訪談43 4.2 問卷調查結果分析59 4.2.1 基本資料分析59 4.2.2 信效度分析60 4.2.3 敘述性統計分析62 4.2.4 差異性分析65 4.2.5 迴歸分析79 4.3 定義階段小結79 第五章、發展階段82 5.1 焦點團體訪談82 5.1.1 焦點團體訪談流程82 5.1.2 服務缺口填補方案83 5.2 新服務補救措施提案93 5.3 啟發式評估108 5.3.1 修改後新服務提案109 5.3.2 修改後服務缺口填補方案說明111 5.4 新服務補救措施方案完整說明112 5.5 發展階段小結118 第六章、評估階段119 6.1 新服務方案評估流程119 6.2 新服務問卷調查結果分析119 6.2.1 基本資料分析120 6.2.2 敘述性統計分析121 6.2.3 差異性分析123 6.2.4 迴歸分析138 6.3 評估階段小結138 第七章、結論與建議141 7.1 研究結論141 7.2 研究建議143 7.2.1 設計實務建議143 7.2.2 後續研究建議144 參考文獻145 英文文獻145 中文文獻147 網路文獻147 附錄149 附錄一、C共享機車顧客調查問卷149 附錄二、「新服務補救方案」介紹影片155 附錄三、「新服務補救設計提案」評估問卷171

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