跨管道服務設計對服務體驗品質和顧客滿意度的影響研究-以速食點餐為例

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研究生：	李儀家 Yi-Chia Lee
論文名稱：	跨管道服務設計對服務體驗品質和顧客滿意度的影響研究-以速食點餐為例 The Effects of Cross-Channel Service Design on Service Experience Quality and Customer Satisfaction - Evidence from fast-food meal ordering
指導教授：	宋同正 Tung-Jung Sung
口試委員:	苑守慈 Soe-Tsyr Yuan 范振能 Jeng-Neng Fan 梁容輝 Rung-Huei Liang
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：	2014
畢業學年度：	102
語文別：	中文
論文頁數：	141
中文關鍵詞：	跨管道服務、點餐服務、服務設計、服務體驗品質、顧客滿意度
外文關鍵詞：	cross-channel service, meal ordering service, service design, service experience quality, customer satisfaction
相關次數：	點閱：428 下載：64
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上一筆

近年來,隨著服務業快速發展以及服務管道的多元化,速食餐飲業開始導入跨管道點餐的服務型態,提供使用者更具彈性的用餐旅程。本研究旨在探討跨管道服務設計對服務體驗品質與顧客滿意度的影響,並以 APP 跨管道點餐服務作為研究對象。為此, 本研究共區分為三大階段進行服務設計應用和展開。第一階段為探索與定義階段,針對跨管道點餐服務,本研究先透過觀察法來了解服務現況,並繪製出服務藍圖。接著,本研究藉由關鍵事件法 (critical incident technique, CIT) 訪談 60 位點餐服務受測者, 且總計獲得 158 項不滿意事件。隨後,本研究舉辦一場共創工作坊以發掘不同的跨管道點餐服務缺口並確認出 24 項關鍵服務缺口。第二階段,進行構想發展並產出 24 項服務設計概念。然後,本研究以專家共識評鑑法 (consensual assessment technique, CAT) 進行第三階段成果評估,篩選出 9 項不同新服務概念,並製作新、舊服務設計模擬影片,接著,根據本研究收集到的 117 份有效問卷對新、舊跨管道點餐服務之服務體驗品質及顧客滿意度進行資料分析,且透過深度訪談法進行新服務設計提案的再評估。

首先,本研究發現透過跨管道服務設計能夠提升點餐之「愉悅性」、「互動性」、「新穎性」、「舒適性」及「刺激性」等服務體驗品質。其次,應用跨管道服務設計亦可以提升點餐服務之「使用性」、「資訊取得」、「產品選擇」、「顧客服務」以及「傳遞處理」等顧客滿意度,並顯著提高「互動性」服務體驗品質構面對於顧客滿意度的影響比重。最後,依據其他研究發現,本研究另提出五大跨管道點餐服務設計方針,冀望此可以作為未來跨管道點餐服務設計之學術研究與實務應用參考。

Since increasing interest in cross-channel service issues through the fast development of service industries and multiple channels, fast-food industries started to provide more flexible service journey of dining via applying cross-channel meal ordering services. The purpose of this study was to explore the effect of cross-channel service design on service experience quality and customer satisfaction, and evidence from the cross-channel meal ordering service of APP. Therefore, a three-phase study was designed to exercise the service design application. In the first phase, the exploration and definition phase, observation method was used to investigate the service status and service blueprint. Then, we employed the critical incident technique (CIT) and got 158 dissatisfied critical incidents with 60 participants. Further, this study hold a co-create workshop to indicate different service gaps and yield 24 critical service gaps. In the second phase, we delivered 24 design concepts of cross-channel meal ordering service in the concepts development phase. Next, we applied consensual assessment technique (CAT) to pick up 9 various new concepts and making videos of new/old service design and collecting 117 valid questionnaires to evaluate the service experience quality and customer satisfaction of the new/old cross-channel meal ordering services in the third phase. In addition, we further evaluate the new cross-channel meal ordering service design via depth interview.

First, this study found that cross-channel service design can increase the hedonic, interaction, novelty, comfort and stimulation perspectives of service experience quality. Second, cross-channel service design also can improve the ease of use, information available, product selection, customer service, and shipping and handling perspectives of customer satisfaction, and increasing the striking effect of interaction perspective of service experience quality on the customer satisfaction. Finally, according to other research findings, this study indicated five design guidelines of cross-channel meal ordering service, to facilitate cross-channel service design application and future studies.

一、緒論..................................................................................................................................1
1 研究背景與動機..................................................................................................................1
2 研究目的...............................................................................................................................3
3 研究範圍...............................................................................................................................3
4 重要名詞解釋......................................................................................................................4
5 研究概念架構和流程..........................................................................................................6

二、文獻回顧 ..........................................................................................................................9
1 跨管道服務...........................................................................................................................9
1.1 跨管道服務發展現況..................................................................................................9
1.2 跨管道之使用者體驗 (cross-channel user experience) ...............................11
1.3 小結..............................................................................................................................12
2 點餐服務.............................................................................................................................13
2.1 跨管道點餐服務之發展............................................................................................13
2.2 A 速食餐飲業之跨管道點餐服務內容 ................................................................17
2.3 小結..............................................................................................................................19
3 服務設計..............................................................................................................................20
3.1 服務設計定義.............................................................................................................20
3.2 服務設計的工具和方法............................................................................................20
3.3 小結..............................................................................................................................24
4 服務體驗品質 ....................................................................................................................25
4.1 服務體驗的內涵 ........................................................................................................ 25
4.2 服務品質評估的發展................................................................................................26
4.3 服務體驗品質的差異................................................................................................28
4.4 服務體驗品質衡量....................................................................................................28
4.5 小結..............................................................................................................................29
￼2.5 顧客滿意度.........................................................................................................................30
5.1 顧客滿意度定義 ........................................................................................................ 30
5.2 顧客滿意度衡量 ........................................................................................................ 31
5.3 小結..............................................................................................................................32
6 研究架構.............................................................................................................................33

三、研究設計 ....................................................................................................................... 35
1 探索定義階段 ....................................................................................................................36
1.1 觀察法 ......................................................................................................................... 36
1.2 關鍵事件訪談法 (CIT 法)........................................................................................37
1.3 共創工作坊-缺口發掘..............................................................................................40
2 設計發展階段 ....................................................................................................................44
2.1 共創工作坊-設計提案..............................................................................................44
2.2 設計焦點團體.............................................................................................................44
3 服務評估階段 ....................................................................................................................46
3.1 共識評鑑技術 (CAT)................................................................................................46
3.2 問卷調查法.................................................................................................................49
3.3 訪談法 ......................................................................................................................... 55

四、探索定義階段發現 ....................................................................................................... 56
1 跨管道點餐服務之體驗內容...........................................................................................56
2 滿意、不滿意事件分析 ................................................................................................... 57
3 關鍵服務缺口定義............................................................................................................60

五、設計發展階段產出 ....................................................................................................... 62
1 背景問題敘述 ....................................................................................................................62
2 新服務設計之概念說明 ...................................................................................................63
2.1「傳播服務」設計構想說明 .....................................................................................63
2.2「介紹服務」設計構想說明 .....................................................................................64
2.3「引導服務」設計構想說明 .....................................................................................64
2.4「尋店服務」設計構想說明 .....................................................................................65
2.5「尋餐服務」設計構想說明 .....................................................................................66
2.6「客製化服務」設計構想說明 ................................................................................. 67
2.7「回饋服務」設計構想說明 .....................................................................................68
2.8「報到服務」設計構想說明 .....................................................................................68
3 新服務構想採用之設計原則...........................................................................................70

六、服務評估階段發現 ....................................................................................................... 73
1 專家共識評鑑與正式設計...............................................................................................73
1.1 專家共識評鑑概念篩選............................................................................................73
1.2 正式服務設計模擬....................................................................................................75
2 問卷評估結果 ....................................................................................................................79
2.1 服務體驗品質與顧客滿意度之敘述統計..............................................................79
2.2 服務設計對於服務體驗品質與顧客滿意度之影響.............................................81
2.3 服務設計對服務體驗品質和顧客滿意度的影響 ................................................. 85
2.4 研究假設驗證結果....................................................................................................87
3 質化評估結果 ....................................................................................................................89
4 新舊服務設計比較............................................................................................................91
4.1 服務流程設計探討....................................................................................................91
4.2 跨管道點餐服務之設計方針...................................................................................94

七、結論與建議 ................................................................................................................... 98
1 研究結論.............................................................................................................................98
2 研究建議..........................................................................................................................102
2.1 設計應用建議..........................................................................................................102
2.2 後續研究建議..........................................................................................................103

參考文獻.............................................................................................................................105
附件..................................................................................................................................... 113
附件 1 CIT 訪談問卷 ............................................................................................................. 113
附件2 服務缺口篩選之完整內容......................................................................................113
附件3 線上問卷內容...........................................................................................................115
附件 4 新服務設計訪談問項............................................................................................... 126

                                

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網路文獻
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