Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/119796
|
| Title: | 落差的感受：分析顧客旅程中對新零售的服務需求
Affection Divided: Analyzing Service Needs from Customer Journey within New Retailing |
| Authors: | 關欣
Kuan, Hsin |
| Contributors: | 蕭瑞麟
Hsiao, Ruey-Lin
關欣
Kuan, Hsin |
| Keywords: | 顧客旅程
人物誌
服務創新
使用者行為
顧客體驗
Customer journey
Persona
Service innovation
User behavior
Customer experience |
| Date: | 2018 |
| Issue Date: | 2018-08-29 16:03:22 (UTC+8) |
| Abstract: | 服務創新首要在改善對顧客的服務。也因此，顧客旅程繪製成為近代常用的管理工具。一方面透過使用者來理解如何改良既有服務，另一方面則是因為理解使用者行為使得提供者可以思考全新的服務模式。當今的文獻與實務雖著重於流程面來分析顧客接觸點，藉以找出服務創新的切入點；或是，分析使用者行為來洞悉潛在需求。然而，現有的觀念與作法卻都忽略了顧客的「精準體驗」，也就是在精準分眾的前提下去分析顧客於服務旅程中的體驗。更尤是，雖分析顧客旅程中需要強調流程效率與使用者的需求，不過這樣的分析究竟是由誰的視角來觀察呢。畫出顧客旅程後，設計者是否真的理解顧客的痛點，由中提煉出需求。或是，所繪出的旅程只不過是設計者一廂情願的期望，而與現實脫節。本研究將由「感受落差」著手，探索顧客旅程的分析作法。本案例將透過分析一家零售商場的會員服的顧客體驗，調查服務旅程中現行作法與顧客期望的落差。觀念貢獻上，本研究提出繪製顧客旅程的新構想，以分析顧客過去的經驗來找出參考點，並藉此理解顧客情緒性感受。本研究點出，缺乏精準分眾而繪製的顧客旅程，需求將是模糊的，痛點將是粗略的；對顧客的體驗感受也會是不夠敏銳的。實務上，本研究透過以經驗與感受為主的分析，不只是改變顧客旅程的繪製方法，也提出對新零售的服務創新構想。
Abstract
Service innovation is primarily about improving customer service. Therefore, customer journey mapping had become a commonly used management tool in modern days. On the one hand, we can understand how to improve service through users; on the other hand, by understanding user behavior can help provider came out with a new service model. Today`s literature focus merely on analyzing customer contact points within the service process so as to identify the entry point of service innovation; or to analyze user behavior in order to recognize customers’ potential needs. However, the existing concepts and practices seem to ignore customers’ ‘precision experience’; that is, analyzing customer experience in service journey on the premise of targeting specific groups of customer with precision. Moreover, although customer journey mapping needs to take into account of process efficiency and user needs, but we are not entirely sure whose perspective it is in observing journey. Even a customer journey is mapped out, it is uncertain whether designers really understand customers’ pain points and distill needs from these points; or whether such a journey is mapped out based on designers’ biased expectation, deviated from practical reality. In this thesis, we will reexamine the method of customer journey through the ‘affection divided’ perspective. This case investigates customer experience towards membership service of a retail mall and examines the gap between the current service and customer expectation in the journey. In terms of conceptual contribution, this study proposes a new mode of customer journey mapping, by examining customers’ past experience as referential points in order to understand their emotional feeling. This research points out, mapping customer journey without precise targets, user needs would be vague and pain points would be unclear. Practically, this study alters method of customer journey mapping by considering users’ past experience and emotional variation; meanwhile, it proposes possible ways to bring about service innovation in retailing sector. |
| Reference: | 中文文獻
林俊昇、林政佑、周恩頤，2011，服務體驗管理：亞洲文獻回顧與未來研究方向，《臺大管理論叢》，第2期，第26卷，303-352
頁。
涂敏芬、洪世章，2016，建構服務創新的制度工作，《臺大管理論叢》，第1期，第27卷，129-154頁。
楊錦生、謝佩芸、施曉萍，2017，社群媒體中顧客知識之挖掘：意見探勘技術開發，《臺大管理論叢》，第2S期，第27卷，1-28頁。
翁瑞宏、林永宗、黃金安、黃靖媛、林佩蓉. 2012，不同醫療服務體驗對醫病關係的影響，《組織與管理》，第1期，第5卷，43-78頁。
姚成彥，2015，虛實整合：特力屋電子商務的服務創新，《中山管理評論》，第23期，第1卷，377-409頁。
張禾坤、陳癸文、施大偉、馬成珉、周永明，2004，健康照護組織服務流程管理系統之設計：以養生文化村為例，《中山管理評論》，第6期，第12卷，119-139頁。
蕭瑞麟，2016，《思考的脈絡：創新可能不擴散》，台北：天下文化學術叢書。
蕭瑞麟，2017，《不用數字的研究：質性研究的思辨脈絡》，台北：五南學術原創系列。
蕭瑞麟、侯勝宗、歐素華，2011，演化科技意會—衛星派遣科技的人性軌跡，《資訊管理學報》，第18期，第4卷，1-28頁。
蕭瑞麟、許瑋元，2010，資安洞見：由使用者痛點提煉創新來源，《組織與管理》，第2期，第3卷，93-128頁。
英文文獻
Antorini, Y. M., Muniz, J. A. M., & Askildsen, T. 2012. Collaborating with customer communities: Lessons from the Lego Group. Sloan Management Review, 53(3): 73-79.
Bettencourt, L. A., Lusch, R. F., & Vargo, S. L. 2014. A service lens on value creation: Marketing role in achieving strategic advantage. California Management Review, 57(1): 44-66.
Bitner, M. J., Ostrom, A. L., & Morgan, F. N. 2008. Service blueprinting: A practical technique for service innovation. California Management Review, 50(3): 66-94.
Brannen, M. Y. 2004. When Mickey loses face: Recontextualization, semantic fit, and the semiotics of foreignness. Academy of Management Review, 29(4): 593-616.
Brown, T. 2009. Change by design: How design thinking transforms organizations and inspires innovation. New York: Harper Collins.
Chesbrough, H. W. 2011. Bringing open innovation to services. Sloan Management Review, 52(2): 85-90.
Christensen, C. M., Raynor, M., & McDonald, R. 2015. What is disruptive innovation? Harvard Business Review, 93(12): 44-53.
Dacin, M. T., Munir, K., & Tracey, P. 2010. Formal dining at Cambridge colleges: Linking ritual performance and institutional maintenance. Academy of Management Journal, 53(6): 1393-1418.
Dasu, S., & Chase, R. B. 2010. Designing the soft side of customer service. Sloan Management Review, 52(1): 33-39.
Delmestri, G., & Greenwood, R. 2016. How Cinderella became a queen. Administrative Science Quarterly, 61: 507-550.
Dutton, J. E., & Dukerich, J. M. 1991. Keeping an eye on the mirror: Image and identity in organizational adaptation. Academy of Management Journal, 34: 517-554.
Edelman, D. C., & Singer, M. 2015. Competing on customer journeys. Harvard Business Review, 93(11): 88-87.
Elsbach, K. D., & Kramer, R. M. 2003. Assessing creativity in Hollywood pitch meetings: Evidence for a dual-process model of creativity judgments. Academy of Management Journal, 46(3): 283-301
Fichter, D., & Wisniewski, J. 2017. Tackling the omnichannel experience with customer journey mapping. Computers in Libraries, 37(8): 4-7.
Franz, A. 2017. From journey maps to action: Designing a better customer experience. Brand Quarterly(28): 38-43.
Garrett, J. J. 2006. Customer loyalty and the elements of user experience. Design Management Review, 17(1): 35-39.
Geertz, C. 1973. Local Knowledge: Further Essays in Interpretive Anthropology. New York: Basic Books.
Giardini, A., & Frese, M. 2006. Reducing the negative effects of emotion work in service occupations: Emotional competence as a psychological resource. Journal of Occupational Health Psychology, 11(1): 63-75.
Glaser, B. G., & Strauss, A. 1967. The Discovery of Grounded Theory. Chicago: Aldine.
Helkkula, A., Kelleher, C., & Pihlström, M. 2012. Characterizing value as an experience: Implications for service researchers and managers. Journal of Service Research, 15(1): 59.
Idoughi, D., Seffah, A., & Kolski, C. 2012. Adding user experience into the interactive service design loop: A persona-based approach. Behaviour & Information Technology, 31(3): 287-303.
Jones, T. O., & Sasser Jr, W. E. 1995. Why satisfied customers defect. Harvard Business Review, 73(6): 88-91.
Kastalli, I. V., Van Looy, B., & Neely, A. 2013. Steering manufacturing firms towards service business model innovation. California Management Review, 56: 100-123.
Langley, A. 1999. Strategies for theorizing from process data. Academy of Management Review, 24(4): 691-710.
Lemon, K. N., & Verhoef, P. C. 2016. Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6): 69-96.
Lusch, R. F., & Nambisan, S. 2015. Service innovation: A service-dominant logic perspective. MIS Quarterly, 39(1): 155-176.
Lusch, R. F., Vargo, S. L., & O’Brien, M. 2007. Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1): 5-18.
Meyer, C., & Schwager, A. 2007. Understanding customer experience. Harvard Business Review, 85(2): 116-126.
Michel, S., Brown, S. W., & Gallan, A. S. 2008. Service-logic innovations: How to innovate customers, not products. California Management Review, 50(3): 49-65.
Möller, K., Rajala, R., & Westerlund, M. 2008. Service innovation myopia? A new recipe for client-provider value creation. California Management Review, 50(3): 31-48.
Nambisan, S. 2001. Why service business are not product businesses. Sloan Management Review, 42(4): 72-80.
Normann, R., & Ramirez, R. 1993. From value chain to value constellation: Designing interactive strategy. Harvard Business Review, 71(4): 65-77.
Orlikowski, W. J. 1996. Improvising organizational transformation over time: A situated change perspective. Information Systems Research, 7(1): 63–93.
Orr, J. E. 1996. Talking about machines: An ethnography of a modern job. Ithaca, NY: Cornell University Press.
Oudshoorn, N., & Pinch, T. 2003. How users matter: The co-construction of users and technology. Cambridge, MA: MIT Press.
Oudshoorn, N., Rommes, E., & Stienstra, M. 2004. Configuring the user as everybody: Gender and design cultures in information and communication technologies. Science, Technology & Human Values, 29(1): 30-63.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. 1991. Understanding customer expectations of service. Sloan Management Review, 32(3): 39-48.
Pruitt, J. 2006. The persona lifecycle: Keeping people in mind throughout product design. San Francisco: Elsevier.
Randall, T., Terwiesch, C., & Ulrich, K. T. 2005. Principles for user design of customized products. California Management Review, 47(4): 68-85.
Rawson, A., Duncan, E., & Jones, C. 2013. The truth about customer experience. Harvard Business Review, 91(9): 90-98.
Robey, D., & Newman, M. 1996. Sequential patterns in information systems development: An application of a social process model. ACM Transactions on Information Systems, 14(1): 30-63.
Rogers, E. M. 1995. Diffusion of innovations. New York: Free Press.
Rosenthal, S. R., & Capper, M. 2006. Ethnographies in the front end: Designing for enhanced customer experiences. Journal of Product Innovation Management, 23(3): 215-237.
Schafer, A., & Klammer, J. 2016. Service dominant logic in practice: Applying online customer communities and personas for the creation of service innovations. Management, 11(3): 255-264.
Schreier, M., Oberhauser, S., & Prugl, R. 2007. Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities. Marketing Letters, 18(1/2): 15-30.
Schultze, U. 2000. A confessional account of ethnography about knowledge work. MIS Quarterly, 24(1): 3-42.
Setia, P., Venkatesh, V., & Joglekar, S. 2013. Leveraging digital tecnologies: How information quality leads to localized capabilities and customer service performance. MIS Quarterly, 37(2): 565-A564.
Shane, S. 2000. Prior knowledge and the discovery of entrepreneurial opportunities. Organization Science, 11(4): 448-469.
Tidd, J., & Hull, F. M. 2006. Managing service innovation: The need for selectivity rather than ‘best practice’. New Technology, Work & Employment, 21(2): 139-161.
Van Maanen, J. 1991. The smile factory: Work at Disneyland. In P. J. Frost, L. F. Moore, M. R. Louis, C. C. Lundberg, & J. Martin (Eds.), Reframing Organizational Culture: 58-76. Thousands Oaks, CA: Sage.
Vargo, S. L., & Lusch, R. F. 2004. Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1): 1-17.
von Hippel, E. 1998. Economics of product development by users: The impact of `sticky` local information. Management Science, 44(5): 629-644.
von Hippel, E. 2005. Democratizing innovation. Cambridge, Massachusetts: MIT Press.
Voorhees, C. M., Walkowiak, T., Fombelle, P. W., Gregoire, Y., Bone, S., Gustafsson, A., & Sousa, R. 2017. Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens. Journal of Business Research, 79: 269-280. |
| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
105364105 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105364105 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.TIIPM.023.2018.F08 |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 410501.pdf | 18958Kb | Adobe PDF2 | 629 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
