政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/146872
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113478/144464 (79%)
Visitors : 51487759      Online Users : 980
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/146872


    Title: 情緒價值：以情感作為顧客體驗與價值創造的紐帶
    Emotional Value: Emotion as a Connection of Customer Experience and Value Creation
    Authors: 陳雨凡
    Chen, Yu-Fan
    Contributors: 蕭瑞麟
    Hsiao, Ruey-Lin
    陳雨凡
    Chen, Yu-Fan
    Keywords: 顧客體驗
    服務設計
    情緒價值
    感受樣貌
    情緒評價
    customer experience
    service design
    emotional value
    sentiment
    emotion appraisal
    Date: 2023
    Issue Date: 2023-09-01 14:49:54 (UTC+8)
    Abstract: 服務創新最後的目的是要提供愉悅的顧客體驗。然而，企業多數卻追求流程效率以及功能等理性層面的因素，而忽略感性層面的影響。如果要從感性層面著手去提升顧客體驗，需要考量如何將情緒注入服務旅程中，關注接觸點如何造成顧客的喜怒哀樂，因而為公司創造價值。情緒價值也就成為目前研究的焦點，目的在於分析顧客情緒如何會為企業創造價值。目前研究比較少考量到的是情緒反應，瞭解情緒的波動會產生哪些感受，進而分析顧客如何透過這些感受而產生評價，評估現行服務所帶給他們的體驗。本文分析選品店的購物體驗，探討目標客群在旅程中產生怎樣的體驗，並且分析情緒如何影響顧客體驗的品質。理論上，本研究點出情緒評價的運作過程，闡釋情緒所造成顧客的多樣感受，正面感受例如幸福感與認同感，負面感受例如挫折感以及失落感。瞭解這些感受，也就能夠幫助提供者更細緻地規劃服務設計來促成優質的體驗。進一步，這些感受可以解釋情緒評價的過程，點出感受落差形成的原因。感受落差必須顧及體驗的相對性，也就是現行的體驗需對比與過往的經驗。實務上，本研究歸納情緒評價的四種類型：負面感受的聯想、正面感受的落差、負面感受的反差以及正面感受的移情。服務設計如果能夠關注在顧客旅程中不同感受的樣貌，便可以根據這些樣貌來調整服務的內涵以及執行的方法。情緒評價的類型更可以讓我們理解現行的正負面感受是如何來自於過往經驗的呼應，而形成當下體驗的評價。如此，設計者便可以根據過往的經驗，轉化為優質的體驗設計。設計者若能吸取過往經驗，讓歡欣的感受注入服務旅程，便能為體驗造就更為感動的時刻。
    Abstract: The ultimate purpose of service innovation is to offer pleasant experience for customers. However, most enterprises strive for rational factors to innovate services, such as process efficiency and functionality, rather than considering the influence from the emotional dimension. To promote customer experience from emotional side, we need to consider how to inject emotion into service journey and pay attention to the redesign of touch points in order to affect customers’ joy and sorrow while creating value for firms. This is why emotional value become the central attention of current research, whereas its purpose is to examine how emotion would generate delightful experience. Current studies explore less on the emotional response to understand how the fluctuation of emotion would lead to positive and negative sentiments. Furthermore, such analyses have not yet explored how customers may appraise their experience through these sentiments. This thesis attempt to examine purchasing experience in the Select Shop journey, so as to understand how emotion may influence the quality of customer experience. Theoretically, this research points out the mechanism of emotion appraisal and elaborate the multiplicity of customer sentiments, including positive sentiment such as sense of well-being and sense of belonging, and negative sentiment such as sense of frustration and sense of disappointment. By understanding these sentiments, we may help providers redesign services meticulously in order to promote pleasant experience. Further, by leveraging these sentiments, designers could explain the process of emotion appraisal and highlight why incongruent sentiments may occur. This gap analysis needs to consider the relativity of experience, which is to compare present experience with that of the past. This research summarizes four types of emotion appraisal: The association of negative sentiment, the discrepancy in relation to positive sentiment, the contrast with regard to negative sentiment, and empathy from positive sentiment. If service designers would attend to the various sentiment patterns within the journey, they could then adjust the content and execution of service accordingly to tailor customers’ needs. The archetypes of emotion appraisal may help us understand how sentiments, whether positive or negative, stem from the resonance of previous reference while shaping customers’ present experience. On this basis, designers could convert previous experience into the design of present benevolence for customers. If designers could learn about customer’s preceding experience, they could then introduce joyful sentiments into service journey and thereby transforming emotional grievance into impressive experience.
    Reference: 參考文獻
    方世榮、張嘉雯，2004，「顧客涉入程度對服務品質與關係品質之干擾效果－以電腦賣場與內部商店為例」，《中山管理評論》，第12卷，第4期，755-794頁。
    王玟凱、嚴秀茹、魏志平、丘宏昌，2013，「夥伴合作還是顧客共創？– 探討台灣企業之新服務協同發展」，《產業管理論壇》，第15期，第1卷，4-22頁。
    余峻瑜、鄭佩怡，2016，「健康照護產業之服務創新與設計：遠距照護服務設計規劃模式」，《臺大管理論叢》，第27期，第1卷，225-254頁。
    李慶芳、杜鵬、張容榕，2020，「共享而共創」：探討Xbed酒店借平台共創價值之新模式，《組織與管理》，第二期，第13卷，103-147頁。
    陳蕙芬，2015，「柔韌設計：化機構阻力為創新助力」，《中山管理評論》，第1期，第23卷，13-55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。
    歐素華，2019，精準分眾以創新：由使用者行為引導媒體服務設計，《中山管理評論》，第27期，第1卷，11-56 頁。
    蕭瑞麟、徐嘉黛，2020，「境隨心轉：服務隨創中的認知轉移與資源轉換」，《組織與管理》，第13卷，第2期，001-051頁。
    蕭瑞麟、關欣，2023，「相對感受：參考點對於顧客體驗的影響」，《組織與管理》，第2期，第16卷，1-67頁。
    Barlow, J., & Maul, D. 2000. Emotional value: creating strong bonds with your customers. San Francisco: Berrett-Koehler Publishers.
    Barrett, L. F. 2022. Context reconsidered: Complex signal ensembles, relational meaning, and population thinking in psychological science. American Psychologist, 77(8): 894–920.
    Barsade, S. G. 2002. The Ripple Effect: Emotional Contagion and Its Influence on Group Behavior. Administrative Science Quarterly, 47(4): 644.
    Berman, B. 2006. Developing an effective customer loyalty program. California Management Review, 49: 123-148.
    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.
    Brooks, S. 2016. Customer experience at Veterans Affairs. Design Management Review, 27(1): 28-34.
    Choi, J. N., Sung, S. Y., Lee, K., & Cho, D.-S. 2011. Balancing cognition and emotion: Innovation implementation as a function of cognitive appraisal and emotional reactions toward innovation. Journal of Organizational Behavior, 32(1): 107-124.
    Das, S. R., & Chen, M. Y. 2007. Yahoo! for Amazon: Sentiment extraction from small talk on the Web. Management Science, 53(9): 1375-1388.
    Dutta, K., & Singh, S. 2013. Customer perception of CSR and its impact on retailer evaluation and purchase intention in India. Journal of Services Research, 13(1): 111-134.
    Echeverri, P. 2005. Video-based methodology: Capturing real-time perceptions of customer processes. International Journal of Service Industry Management, 16(2): 199-209.
    Edelman, D. C., & Singer, M. 2015. Competing on customer journeys. Harvard Business Review, 93(11): 88-87.
    Ekman, P. 2007. Emotions revealed : Recognizing faces and feelings to improve communication and emotional life. New York: Henry Holt.
    Fichter, D., & Wisniewski, J. 2017. Tackling the omnichannel experience with customer journey mapping. Computers in Libraries, 37(8): 4-7.
    Gann, D. M., & Salter, A. J. 2000. Innovation in project-based, service-enhanced firms: The construction of complex products and systems. Research Policy, 29(7–8): 955-972.
    Garrett, J. J. 2006. Customer loyalty and the elements of user experience. Design Management Review, 17(1): 35-39.
    Goel, A., Smith, F. G., & West, J. 2005. Beyond sticky stamps: Transforming customer experience at the US Postal Service. Design Management Review, 16(4): 25-33.
    Goleman, D. 1995. Emotional intelligence. New York: Bantam Books.
    Haisley, E., & Loewenstein, G. 2011. It`s not what you get but when you get it: The effect of gift sequence on deposit balances and customer sentiment in a commercial bank. Journal of Marketing Research, 48(1): 103-115.
    Han, H., & Ki-Joon, B. 2006. Investigating the effects of consumption emotions on customer satisfaction and repeat visit intentions in the lodging industry. Journal of Hospitality & Leisure Marketing, 15(3): 5-30.
    Helkkula, A., & Kelleher, C. 2010. Circularity of customer service experience and customer perceived value. Journal of Customer Behaviour, 9(1): 37-53.
    Huang, G., & Sudhir, K. 2020. The causal effect of service satisfaction on customer loyalty. Management Science, 67(1): 317-341.
    Kim, E., Beckman, S. L., & Agogino, A. 2018. Design roadmapping in an uncertain world: Implementing a customer-experience-focused strategy. California Management Review, 61(1): 43-70.
    Krishen, A. S., Berezan, O., Agarwal, S., & Robison, B. 2020. Harnessing the waiting experience: anticipation, expectations and WOM. Journal of Services Marketing, 34(7): 1013-1024.
    Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. 2019. Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4): 135-155.
    Lemon, K. N., & Verhoef, P. C. 2016. Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6): 69-96.
    Liu, X.-Y., Chi, N.-W., & Gremler, D. D. 2019. Emotion cycles in services: Emotional contagion and emotional labor effects. Journal of Service Research, 22(3): 285-300.
    Luk, S. T. K., & Layton, R. 2002. Perception gaps in customer expectations: Managers versus service providers and customers. Service Industries Journal, 22(2): 109-128.
    Magids, S., Zorfas, A., & Leemon, D. 2015. The new science of customer emotions. Harvard Business Review, 93(11): 66-68.
    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.
    Morewedge, C. K., Monga, A., Palmatier, R. W., Shu, S. B., & Small, D. A. 2020. Evolution of consumption: A psychological ownership framework. Journal of Marketing, 85(1): 196-218.
    Nguyen, T. M., Quach, S., & Thaichon, P. 2022. The effect of AI quality on customer experience and brand relationship. Journal of Consumer Behaviour, 21(3): 481-493.
    O`Donohoe, S., & Turley, D. 2007. Fatal errors: Unbridling emotions in service failure experiences. Journal of Strategic Marketing, 15(1): 17-28.
    Ojiako, U., & Maguire, S. 2009. Seeking the perfect customer experience: A case study of British Telecom. Strategic Change, 18(5/6): 179-193.
    Oliver, R. L. 1999. Whence consumer loyalty? Journal of Marketing, 63(4): 33-44.
    Plutchik, R. 1980. Emotion: Theory, research and experience. New York: Academic.
    Plutchik, R. 2002. Emotions and life: Perspectives from psychology, biology, and evolution. Washington, DC: American Psychological Association.
    Potts, G. W. 1988. Exploit your product`s service life cycle. Harvard Business Review, 66(5): 32-36.
    Pradies, C. 2023. With head and heart: How emotions shape paradox navigation in veterinary work. Academy of Management Journal, 66(2): 521-552.
    Rafaeli, A., & Vilnai-Yavetz, I. 2004. Emotion as a connection of physical artifacts and organizations. Organization Science, 15(6): 671-686.
    Rawson, A., Duncan, E., & Jones, C. 2013. The truth about customer experience. Harvard Business Review, 91(9): 90-98.
    Roberts, K., Roberts, J. H., Danaher, P. J., & Raghavan, R. 2015. Incorporating emotions into evaluation and choice models: Application to Kmart Australia. Marketing Science, 34(6): 815-824.
    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.
    Russell, J. A., & Barrett, L. F. 1999. Core affect, prototypical emotional episodes, and other things called emotion: Dissecting the elephant. Journal of Personality & Social Psychology, 76(5): 805-819.
    Ruth, J. A., Brunel, F. F., & Otnes, C. C. 2002. Linking thoughts to feelings: Investigating cognitive appraisals and consumption emotions in a mixed-emotions context. Journal of the Academy of Marketing Science, 30(1): 44-58.
    Siebert, A., Gopaldas, A., Lindridge, A., & Simões, C. 2020. Customer experience journeys: Loyalty loops versus involvement spirals. Journal of Marketing, 84(4): 45-66.
    Subhasis, R., & Shahid, A. 2008. Gap analysis between customer`s expectation and current provisions of Indian Life Insurance industry. Journal of Consumer Behavior, 3(3): 33-46.
    Tiedens, L. Z. 2001. Anger and advancement versus sadness and subjugation: The effect of negative emotion expressions on social status conferral. Journal of Personality and Social Psychology, 80(1): 86-94.
    Tong, E. M. W. 2015. Differentiation of 13 positive emotions by appraisals. Cognition & Emotion, 29(3): 484-503.
    Tversky, A., & Kahneman, D. 1973. Availability: A heuristic for judging frequency and probability. Cognitive Psychology, 5(2): 207-232.
    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.
    Vuori, N., Vuori, T. O., & Huy, Q. N. 2018. Emotional practices: how masking negative emotions impacts the post-acquisition integration process. Strategic Management Journal, 39(3): 859-893.
    Wack, P. 1985. Scenarios: The gentle art of re-perceiving. Harvard Business Review, September-October: 73-89.
    Wang, Z., Singh, S. N., Yexin Jessica, L. I., Mishra, S., Ambrose, M., & Biernat, M. 2017. Effects of employees’ positive affective display on customer loyalty intentions: An emotions-associal-information perspective. Academy of Management Journal, 60(1): 109-129.
    Wiedmann, K.-P., Labenz, F., Haase, J., & Hennigs, N. 2018. The power of experiential marketing: Exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2): 101-118.
    Xin, T., Siponen, M., & Chen, S. 2022. Understanding the inward emotion-focused coping strategies of individual users in response to mobile malware threats. Behaviour & Information Technology, 41(13): 2835-2859.
    Zhang, T., Agarwal, R., & Lucas, J. H. C. 2011. The value of IT-enabled retailer learning: Personalised product recommendations and customer store loyalty in electronic markets. MIS Quarterly, 35(4): 859-A857.
    Zimbra, D., Abbasi, A., Zeng, D., & Chen, H. 2018. The state-of-the-art in Twitter sentiment analysis: A review and benchmark evaluation. ACM Transactions on Management Information Systems, 9(2): Article 5.
    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    109364134
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109364134
    Data Type: thesis
    Appears in Collections:[Graduate Institute of TIPM] Theses

    Files in This Item:

    File Description SizeFormat
    413401.pdf7797KbAdobe PDF2127View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback