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以流程視角的觀點探討顧客導向之服務設計－以臺灣航空業為例 = Exami...

吳岱玲

以流程視角的觀點探討顧客導向之服務設計－以臺灣航空業為例 = Examining Customer-oriented Service Design from a Process Perspective- the Case Study of the Airline Industry in Taiwan

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Examining Customer-oriented Service Design from a Process Perspective- the Case Study of the Airline Industry in Taiwan
作者:	吳岱玲,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2014[民103]
面頁冊數:	111面部份彩圖，表 : 30公分;
標題:	顧客導向設計
標題:	Customer journey map
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/71907923653444254056
附註:	參考書目：面88-90
附註:	103年12月16日公開
附註:	內容為英文
摘要註:	航空業是個著重於服務的產業。在搭乘飛機的流程中，旅客經常會因主觀的感受而受到影響，而這樣子的觀點通常是無形的。本研究的目的為探討過去因量化研究對顧客解析所產生誤解的差距，以洞察航空服務流程中旅客內心的感受和行為引導出更優質的顧客導向的服務設計。除此之外，利用像人物誌、同理心地圖、及顧客旅程地圖一系列具功能性質的方法拼湊出創新服務的起點。本研究首先以人物誌針對持有相同的目的、性格、和觀點的目標族群顧客描繪出一個虛構人物，再以同理心地圖描繪出旅客的六種感官：看、聽、說與做、想法、痛苦、和期待，最後以有別於以往的角度加以深入的洞察旅客的行為、想法、和感受去了解整個服務流程和重要的接觸點。本研究結果從顧客分享的飛行經驗中以整合性的研究方法:問卷、一對一訪談和觀察法，並以圖解說明的方式加以呈現。未來期望航空公司及相關航空產業透過顧客旅程的解析和利用這三種連貫的質性方法來激發顧客導向創新服務的起點，並了解所提供的服務中有無達到顧客的期望並探索出新的策略來解決。除此之外，以此研究結果確認航空服務業的顧客關係和價值的維繫。 Airline industry is a high-intensive service industry. Customers can be influenced by many subjective perceptions that are not physical objects and, in fact, intangible. The goal of this study is to discover the gap that might be misunderstood from the previous quantitative studies. The main objective of the research is to address the customer-oriented design based on the observation of customers’ close reaction of every touch points and inner thoughts of the journey process and to provide functional route of design a customer-oriented service for Taiwanese airline industry or industry related to airline industry through qualitative approaches such as: persona, empathy map and customer journey map that could be penetrated by distinct angles. The portrayals of target passengers whom possess common behavioral characteristics by persona; the feeling, expectations, perceptions and conversation by empathy map; and the analysis of service touch points by customer journey map from the passengers’ service process perspective can aid the design of customer-oriented service of airline industry and associated industry. The results of this study presented in visualized graphic which can act as a reference mode of customer-oriented service designer. This study provides valuable qualitative tools for firms/airline service designers to find out determinate elements of the enhancement on customer relationship and value.

以流程視角的觀點探討顧客導向之服務設計－以臺灣航空業為例 = Examining Customer-oriented Service Design from a Process Perspective- the Case Study of the Airline Industry in Taiwan
吳, 岱玲

以流程視角的觀點探討顧客導向之服務設計－以臺灣航空業為例 = Examining Customer-oriented Service Design from a Process Perspective- the Case Study of the Airline Industry in Taiwan / 吳岱玲撰 - [高雄市] : 撰者, 2014[民103]. - 111面 ; 部份彩圖，表 ; 30公分.
參考書目：面88-90103年12月16日公開內容為英文.
顧客導向設計Customer journey map

以流程視角的觀點探討顧客導向之服務設計－以臺灣航空業為例 = Examining Customer-oriented Service Design from a Process Perspective- the Case Study of the Airline Industry in Taiwan
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330 $a 航空業是個著重於服務的產業。在搭乘飛機的流程中，旅客經常會因主觀的感受而受到影響，而這樣子的觀點通常是無形的。本研究的目的為探討過去因量化研究對顧客解析所產生誤解的差距，以洞察航空服務流程中旅客內心的感受和行為引導出更優質的顧客導向的服務設計。除此之外，利用像人物誌、同理心地圖、及顧客旅程地圖一系列具功能性質的方法拼湊出創新服務的起點。本研究首先以人物誌針對持有相同的目的、性格、和觀點的目標族群顧客描繪出一個虛構人物，再以同理心地圖描繪出旅客的六種感官：看、聽、說與做、想法、痛苦、和期待，最後以有別於以往的角度加以深入的洞察旅客的行為、想法、和感受去了解整個服務流程和重要的接觸點。本研究結果從顧客分享的飛行經驗中以整合性的研究方法:問卷、一對一訪談和觀察法，並以圖解說明的方式加以呈現。未來期望航空公司及相關航空產業透過顧客旅程的解析和利用這三種連貫的質性方法來激發顧客導向創新服務的起點，並了解所提供的服務中有無達到顧客的期望並探索出新的策略來解決。除此之外，以此研究結果確認航空服務業的顧客關係和價值的維繫。 Airline industry is a high-intensive service industry. Customers can be influenced by many subjective perceptions that are not physical objects and, in fact, intangible. The goal of this study is to discover the gap that might be misunderstood from the previous quantitative studies. The main objective of the research is to address the customer-oriented design based on the observation of customers’ close reaction of every touch points and inner thoughts of the journey process and to provide functional route of design a customer-oriented service for Taiwanese airline industry or industry related to airline industry through qualitative approaches such as: persona, empathy map and customer journey map that could be penetrated by distinct angles. The portrayals of target passengers whom possess common behavioral characteristics by persona; the feeling, expectations, perceptions and conversation by empathy map; and the analysis of service touch points by customer journey map from the passengers’ service process perspective can aid the design of customer-oriented service of airline industry and associated industry. The results of this study presented in visualized graphic which can act as a reference mode of customer-oriented service designer. This study provides valuable qualitative tools for firms/airline service designers to find out determinate elements of the enhancement on customer relationship and value.
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