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    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.
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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
    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

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