正向情感是人們極欲追求的一項生活福祉。就服務提供者而言，提供具愉悅性及回憶價值之顧客體驗服務，不僅能建立與顧客良好的互動關係，更能提高整體顧客滿意度。然而，過往相關情感設計的研究較多聚焦於「產品」，而鮮少探討「服務」相關的情感設計。此外，隨著近來自助服務興起，顧客在服務中所扮演的角色已全然改變，由過去單純的服務接受者轉變為主動的共創者。是故，本研究的目的有三：1) 透過服務導向邏輯系統性分析情感服務設計的特性；2) 以劇場理論為基礎，建立情感服務設計的設計元素及特徵；3) 藉由實證研究來確認情感服務設計對顧客體驗的影響。
以自助點餐服務為例，本研究分三大階段進行學理討論與設計驗證。第一階段為「文獻探討」階段，旨在以服務導向邏輯分析情感服務設計的特性，再以劇場理論建構情感服務設計的構成內涵。第二階段為「IDEA 服務設計」階段，乃透過服務提供者、設計師、專家及顧客等人參與設計，共同發展出誘發正向情感的自助服務顧客體驗。第三階段是「實驗評估」階段，旨在探索情感服務設計對顧客體驗的影響。本研究藉由劇場模擬服務原型的方式進行實驗，實驗採組間設計，每位受測者僅體驗一項服務內容，再填寫問卷，最終共收集193份有效樣本。
本研究有三項主要研究發現：1) 針對情感服務設計，本研究分別針對設計緣由、對象、設計者、時機、標的與方法等面向闡述其特性；2) 透過劇場理論分析，情感服務設計可畫分為六大設計元素，包含：舞臺、故事、演員與演技、觀眾、感官刺激及印象；其中，相較於產品，故事、演員與演技及觀眾是服務特有的情感服務設計元素；3) 情感服務設計不僅會直接影響顧客情緒，亦會間接影響顧客體驗。本研究冀望研究成果能作為未來探討情感服務設計與發展自助服務之重要參考依據。

Affective and memorable customer experience allows customers to experience better service interactions that can result in high satisfaction and increased loyalty. Most of literature on affective design are only related to product, while the link between affective service design and customer experience is scant. A lack of the conceptual definition and the operational definition of affective service design, and apparently, a systematic review on the design approach of affective service design is required. Moreover, the role of customers has been changing with emerging self-service; a service receiver changes into a proactive co-creator. Thus, there are three purposes of this study, which are: 1) to discover the essential characters of affective service design via service-dominant logic (SD Logic), 2) to explore the design elements and design features of affective service design on the basic of Dramaturgical Theory, and 3) to examine the effects of affective service design on customer experience with a empirical research.
This study used a meal ordering self-service as an example and employed a three-step research process. The first step– literature review - is to discuss the essential characters of affective service design and explore the content of affective service design. The second step- IDEA service design – is to create new customer experience of self-service with stakeholders (such as service providers, designers, experts, and customers). The third step- experimental evaluation- is to find out the influence of affective service design on customer experience. This study designed a between-subject experimental method, and createed two scenarios in a laboratory. Finally, this study collected 193 valid questionnaires.
In doing so, there are three main findings of this study, which are: 1) Building on a S-D Logic perspective, this study states six essential characters of affective service design, including why, what, who, when, where, and how. 2) This study highlights six design elements of affective service design including scenography, narrative, actors and acting, audience, sensory stimuli, and generation discussion of performance within Dramaturgical Theory; indeed, narrative, actors and acting, audience are the most unique design elements of affective service design. 3) There is a directly positive effect of affective service design on customer emotion and an indirectly positive effect of affective service design on customer experience. Theoretical and practical implications for affective service design to boost customer experience are discussed.

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