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| Title: | 夢幻期待：電競零售店顧客旅程中的感性期待
Dreamlike Fantasy：Sentimental Anticipation in the Customer Journey of e-Sports Store |
| Authors: | 陳佼昱
Chen, Jiao-Yu |
| Contributors: | 蕭瑞麟
Hsiao, Ruey-Lin
陳佼昱
Chen, Jiao-Yu |
| Keywords: | 服務主導邏輯
服務設計
顧客旅程
顧客體驗
期望轉化
Service Dominant Logic
Service Design
Customer Journey
Customer Experience
Expectation Conversion |
| Date: | 2019 |
| Issue Date: | 2021-09-02 18:10:30 (UTC+8) |
| Abstract: | 從認識顧客體驗到瞭解服務創新是一條漫漫長路。為理解體驗，經由顧客旅程地圖等工具，得以創造不同視角，清晰化企業與服務受眾的互動關係。當站在企業立場，闡述作法主張時，工具可嚴明也可和藹；當立於受眾角度，描述痛點與服務時，工具作用鮮明又直接。從過往研究深入審視，服務創新領域可分為兩派，一派將重心放在互動之上，強調體驗須以彼此互動為核心；另一派則強化體驗背後蘊含的知識與技術，若服務具備知識，顧客便可獲得昇華體驗。可是，兩者皆遺忘顧客行為。體驗當下，服務所產生的價值會依據受眾的行為、個性與心理狀態產生變化。即使企業提供一致化內容，若受眾內在要素與當下氣氛的連結產生變動時，一切情況便物換星移。倘若企業只盯著受眾痛點，就希冀依此直接進行服務設計，那便置服務受眾不顧。本論文以「夢幻期待」作為解讀主軸，深究服務受眾痛點與服務設計之間的新關係。同時，本文將分析新型服務企業的既有服務作法、顧客痛點、夢幻期待（不甚合理的期待），到最終新服務設計發想。於學理貢獻上，本論文描繪「夢幻期待」在顧客旅程中的意義，促使企業轉化顧客痛點，藉由探索使用者心理，連結對應行為面表現，為服務創新創建共創價值的新徑。於實務層面中，本論文分析如何轉化具有高度限制的痛點，使顧客「許願」成真，也點出服務設計中「期望」轉化的重要性與實施作法。
It is a long way from understanding customer experience to understanding service innovation. To understand customer experience, we use tools such as customer journey maps to create different perspectives and clarify the company-customer interactions. The tools can be rigorous or amiable when elaborating propositions from a standpoint of enterprises; when describing frictions and services from a perspective of target audiences, the tools can be a guidance for all. Based on previous researches, the field of service innovation can be divided into two groups. One group focuses on interactions and emphasizes that customer experience should be established on mutual interaction; the other group strengthens knowledges and technology inside customer experience. The more powerful and useful that the knowledge is, the better experience that customers receive exists. However, both perspectives have forgotten the existence of customer behavior. When customers engaged in service from a certain company, the value generated by the service will be differentiated according to every customer`s behavior, personality and states of mind. Even if the company provides consistent content of service, if interactions between internal elements of target audiences and elements of the service changes, everything will transpire differently. If the company only focuses on frictions of target audiences and hopes to directly design the best service accordingly, it is to ignore the service and target audiences. This thesis takes "dreamlike fantasy" as the main axis of interpretation, and delves into the new relationship between frictions of target audiences and service designs. At the same time, this thesis will analyze the existing service practices, frictions from target audiences, dreamlike fantasy (unreasonable expectations), and finally the design of new services. In terms of academic contribution, this thesis highlights the meaning of "dreamlike fantasy" from users of service, and it prompts enterprises to transform customer frictions, by exploring user psychology, linking corresponding behavioral performances, and creating a new path of co-creating values for service innovation. In practice, this thesis analyzes how to transform highly restricted customer frictions to make customer`s "wishes" come true. It also points out the importance and implementation of the "expectation" transformation in service design. |
| Reference: | 中文文獻
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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
106364137 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106364137 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202101375 |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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