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| Title: | 印象淡出：換代危機下的餐飲服務設計
Fading images: redesigning catering services in the crisis of shifting cohorts |
| Authors: | 陳筱涵
Chen, Hsiao Han |
| Contributors: | 蕭瑞麟
Hsiao, Ruey Lin
陳筱涵
Chen, Hsiao Han |
| Keywords: | 服務創新
組織識別
組織印象
使用者世代
service innovation
organization identity
organization image
user generations |
| Date: | 2016 |
| Issue Date: | 2016-09-02 01:30:00 (UTC+8) |
| Abstract: | 在激烈競爭之下，服務創新是餐飲業的決勝關鍵，而必須由使用者著眼。多數文獻分析分眾使用者，由人物誌觀察行為模式，再找出創新洞見。然而，我們卻較少關注使用者「換代」的分眾問題。服務業時時面臨換代危機。舉凡報業、銀行業、出版業、娛樂產業，都會遭遇老客戶凋零，中生代不繼，新生代冷漠的問題。舊的顧客慢慢消失，原有顧客移情別移情別戀，新的顧客不想進來（因為他們已經有更好的選擇）。這樣的換代危機，也通常與組織僵固有關。就算理解使用者需求，可是決策者不願意付諸行動，再多完善的服務設計也只是徒勞無功。本研究由三個世代的使用者切入，分析他們的痛點各有何不同，又可淬煉出哪些服務創新的洞見。此外，本研究還帶入「組織調適」的角度以結合使用者的分析。透過此視角，本研究觀察使用者所形成的組織印象，也就是外界賦予一個企業的期望，如何衝擊企業的組織識別（對自己的期望、使命、定位）。本研究解析使用者所帶出的衝擊如何觸發創業者對創新的想像，形成對服務的期待。本研究豐富使用者的分析方式，也帶出新的服務創新思維，考量組織慣性時推動服務的方式。實務上，本研究提出餐飲業服務創新的構想，透過換代使用者激發對新服務的設計。本研究指出，不同世代的使用者懷抱著對服務迥異的期望。當這些期望化為對組織識別的衝擊時，服務創新將綻放出更耀眼的火花。
In heightened competition, service innovation is a key to success in the catering industry, and the focus should be pivoted on users. Most literature tends to analyze segmented users and employ persona method to examine behavioral patterns, thereby distilling insights for innovation. However, we seem to pay insufficient attention to the issue of ‘shifting cohorts’ – that means examining different segments based on user generations. Services industry often faces the crisis of shifting cohorts. Every sector, including the press, banking, publishing or entertainment, has great chance of confronting this kind of ‘generation’ problems, such as the loyal customers fading, the regulars leaving, and the new customer disinterested. The loyal readers could gradually disappear, mostly due to age; the regulars could leave for other alternatives; the new customers have no interest to participate (probably they have already better options). Such a crisis is usually concerned with organization obduracy. If the users’ needs are understood, but the decision-makers do not want to put into action, any well-designed service will end up in vain. This thesis examines three types of users and analyzes their pain points in order to gain insights for service innovation. Additionally, this research also brings in the lens of organization adaptation to facilitate the analysis of users. Through this lens, the research observes how users shape certain organization image. In other words, the goal is to explore how users ascribed expectations towards an enterprise to establish an organization images; and how such images create impacts on the organization identity (i.e. the enterprise’s expectations, mission and positioning given to itself as a legitimate reason of existence). This study examines how to leverage users to trigger impacts on entrepreneurs and their imagination toward service innovation. This study enriches the methods of user analysis, and brings out new ways of thinking about services innovation, by considering how to enable service innovation during organization inertia. In practice, this study proposes new ideas for service innovation in catering sector, stimulating new service designs through the shifting users generations. The thesis indicates that different user generations embrace dissimilar service expectations. When these expectations are transformed into impacts on an organization`s identity, service innovation will sparkle in its brightness. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
103364110 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0103364110 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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