Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/95158
|
Title: | 優化顧客吸引力之競合理論服務互動設計―以高能力服務提供者為標的 Coopetition based interaction design for optimal customer attraction with high competence service providers |
Authors: | 林鈺婷 Lin, Yu Ting |
Contributors: | 苑守慈 Yuan, Soe Tsyr 林鈺婷 Lin, Yu Ting |
Keywords: | 互動設計 顧客期望 情緒 競合理論 Interaction design Customer expectation Emotion Coopetition |
Date: | 2009 |
Issue Date: | 2016-05-09 15:17:59 (UTC+8) |
Abstract: | 隨著體驗經濟時代的來臨,顧客越來越重視“服務體驗”,而服務體驗過程中必由服務提供者與顧客之間彼此互動所構成,因此設計一個難忘的互動回憶則成為研究的目的。然而,具有品牌力量與資源豐富的高能力服務提供者,往往在進行服務互動中面臨以下的難題:1) 標準化的流程無法彈性地識別各個顧客的心理需求;2) 成本考量難以管控不同顧客間高變異的期望;3) 在一定市場佔有率之下持續挖掘潛在顧客。再加上服務互動過程中,服務提供者與顧客存在既瓜分利益又共創服務價值的競爭合作關係。有鑑於此,本研究透過顧客的心理感受,即顧客期望與情緒兩方面來探討,並採用競合理論設計一系統化動態調整演算法,協助服務提供者找出最能吸引並滿足顧客的服務元件,進而創造整個服務生態環境的最大效益。實驗方法主要以會展服務為例,利用實作系統與問卷調查數值模擬服務互動結果,發現顧客的心理需求與價值不僅能被確認,更能按照管控的趨勢滿足顧客期望,同時為高能力服務提供者提升競爭力,形成彼此愉悅又精緻的服務體驗。綜合以上的研究問題、方法、實驗與貢獻,未來若能將本研究競合理論服務互動設計方法應用於展場活動上進行實地研究,藉由回饋修正方法內參數設定以期適用任一服務產業,為服務科學之應用提供發展方向。 The importance of customer satisfaction and customer loyalty has attracted increasing attention as both the concerns of service quality and consumer behavior in service-related industry. Today with an emerging experience economy, customers increasingly desire neither goods nor services but sensation-filled experiences that engage them in a personal and memorable way. However, service providers with high competence (e.g. good branding, large resources) are being confronted with difficulties like: 1) recognizing customers’ psychological sentiments within the mental changeability of customers 2) managing high variation of expectations 3) surmounting potential customers’ discovery. Therefore, this study proposes a research method which based on coopetition theories to make high competence service providers (HCSPs) optimize customer attraction within a cooperative/competitive relationship in order to accomplish customer satisfaction/loyalty.
From the experiment results which take the exhibition application to simulate a service ecosystem, customers’ psychological sentiments can be managed toward the trend in enhancing expectations together with fulfilling their demands. Therefore, our major research contributions is assisting HCSPs to design personalized and flexible interactions rather than standardized service by using systematical coopetition based interaction design method. Accordingly, HCSPs are easily enriched their competitiveness through managing customer expectations and pleasuring customer mentality in an experienced service journey.
At last, the designed system grounded on the extensions to expectation and coopetition theories has shown its intended contributions with the positive simulation evaluation results in the exhibition application domain and could be a step ahead to demonstrate the system’s values in the future field test validation. |
Reference: | [1] Alderfer, C. P. (1969). An empirical test of a new theory of human needs. Organizational behavior and Human Performance, 4, 142-175.
[2] Alev, D. (2008). Manage expectations or expect to be managed. Retrieved 10/22, 2009, from http://consultingacademy.com/a08.shtm
[3] Altman, D. G., & Bland, J. M. (1994). Statistics Notes: Diagnostic tests 1: sensitivity and specificity. BMJ, 308(6943), 1552.
[4] Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Academy of Marketing Science, 27(2), 184-206.
[5] Brandenburger, A. M., & Nalebuff, B. J. (1996). Co-opetition. New York, NY: Doubleday.
[6] Dasu, S., & Rao, J. (1999). Nature and determinants of cusomer expectation in service recovery. Quality Management in Health Care, 7(4), 32-50.
[7] Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: An environment psychology approach. Journal of Retailing, 58(1), 34-57.
[8] Ellegaard, C., & Ritter, T. (2006). Customer attraction and its purchasing potential. Paper presented at the 22th Industrial Marketing & Purchasing (IMP) Conference, Milan, Italy.
[9] Frances, X. F. (2006). Breaking the trade-off between efficiency and service. Harvard Business Review, 84, 92-101.
[10] Hevner, A., March, S., Park, J., & Ram, S. (2004). Design science research in information systems. Management Information Systems Quarterly, 28(1), 75-105.
[11] Hsieh, Y. H., & Yuan, S. T. (2009). Exquisite technology for services: A case study on an ubiquitous 2.0 exhibition service system. Unpublished Working Paper. Service Science Research Center, National Chengchi University
[12] Hsieh, Y. H., & Yuan, S. T. (2009). The performance measurement model of service ecosystem. Unpublished Working Paper. Service Science Research Center, National Chengchi University
[13] Johnston, R. (1995). The zone of tolerance: Exploring the relationship between service transactions and satisfaction with the overall service. International Journal of Service Industry Management, 6(2), 46-61.
[14] Loebecke, C., Fenema, P. C. V., & Powell, P. (1999). Coopetition and knowledge transfer. The Database for Advances in Information Systems 30(2), 14-25.
[15] Lovelock, C., & Wirtz, J. (2007). Service Marketing-Peolple, Technology, Strategy. In (6 ed.). United State of America: Pearson Prentice Hall.
[16] Mattila, A. S., & Enz, C. A. (2002). The role of eEmotions in service encounters. Journal of Service Research, 4(4), 268-277.
[17] Ngo, D. D., & Okura, M. (2007). Coopetition in a mixed oligopoly market. Unpublished Working Paper. Department of Economics, College of Liberal Arts and Sciences, University of Connecticut.
[18] Oliver, R. L. (1989). Processing of the satisfaction response in consumption: A suggested framework and research propositions. Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 2, 1-16.
[19] Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Understanding customer expectations of service. Sloan Management Review, 32(3), 39-48.
[20] Pullman, M. E., & Gross, M. A. (2004). Ability of experience design elements to elicit emotions and loyalty behaviors. Decision Sciences, 35(3), 551-578.
[21] Roseman, I. J. (1991). Appraisal determinants of discrete emotions. Cognition and Emotion, 5(3), 161-200.
[22] SSRC. (2008). 服務體驗研究計畫-以會展產業為例. Taipei: Service Science Research Center of National Chengchi Universityo. Document Number)
[23] SSRC. (2009 ). 全體國外買主調查報告:2009台北國際自行車展、台北國際車用電子展. Taipei: Service Science Research Center, National Chengchi University.
[24] Wägar, K. (2007). A contingecy approach to a customer loyalty model: An application to the mobile service context. Managing Service Quality, 17(6), 635-655.
[25] Walker, J., & Baker, J. (2000). An exploratory study of a multi-expectation framework for services. Journal of Service Marketing, 14(5), 411-431.
[26] Walker, J. L. (1995). Service encounter satisfaction- Conceptualized. Journal of Services Marketing, 9(1), 5-14.
[27] Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21(1), 1-12. |
Description: | 碩士 國立政治大學 資訊管理學系 96356004 |
Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0096356004 |
Data Type: | thesis |
Appears in Collections: | [資訊管理學系] 學位論文
|
Files in This Item:
File |
Size | Format | |
index.html | 0Kb | HTML2 | 356 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|