| 摘要: | 在體驗經濟的時代中，服務供應商的最重要目的是提供給顧客一個高品質的服務體驗。然而，一個好的服務體驗是經由一連串的服務接觸點所逐漸構成，傳遞高品質的服務體驗更顯得重要，因此服務供應商應審慎地設計。而服務補救是服務體驗過程中重要的因素之一，但卻難以有效地管理，同時顧客參與也是影響服務供應商創造新的服務價值的關鍵因素，因此這個研究計畫期望去探討服務供應商是否有機會在服務補救的過程中，讓顧客一同來參加服務補救過程而創造有別以往的服務價值。此外，此計畫基於Ostrom等人(2010)所提出的服務研究優先順序架構，其中含有策略、發展與執行，來構思此研究計畫。首先、我們想要了解是否在服務補救過程，顧客在面對服務失敗時，在極不滿意的狀態下，存在有任何的機會，服務供應商能夠促使顧客積極的參與。第二、我們期望能建立一個體驗式服務補救方法論，來有效設計並管理服務補救。第三、我們目標基於服務支配邏輯的觀點下，建立一個整合性架構，來讓服務供應商能基於本身優良的服務文化，來創作並維持適合的服務策略。因此，這個研究計畫包含了兩個主要子計畫來實現上述的研究思維，包括「體驗、顧客心理式服務設計：顧客參與服務補救對於服務價值共創的影響分析」及「建構一個創新服務文化架構：服務支配邏輯的觀點」。為了順利完成這個研究計畫，我們運用量化(如模擬、系統開法及資料分析)及質化(後設分析、田野調查、訪談、焦點群體訪談)的方法。最後，我們的計畫期待達成三個主要的目的，第一、建立一個概念架構來研究服務補救、顧客參與及價值共創的相關性。第二、基於體驗式的服務設計概念下，將顧客情緒管理及顧客期望管理應用在真實的服務系統之中。第三、提出一個策略性的架構來協助服務企業建立並維持其創新性的服務文化。
In the era of experience economy, the most important purpose for service providers is to provide quality service experiences with customers. However, a service experience is composed of a set of service encounters. Delivering a high-quality service experience is very complicated and needs to be carefully designed. Furthermore, service recovery is one important key to influence service experiences but is difficult to manage. Meanwhile, customer involvements are also a possible way to co-create values with service providers. Hence, this project would like to explore if there is any opportunity for service providers to enable customers to join the service recovery process to generate innovative values. According to the service research priorities framework (Ostrom et al., 2010), there are three priorities of business: strategy, development and execution. First, we would like to know if there is any opportunity for service providers to enable customers to join the service recovery process, given customers are in the dissatisfaction situation. Second, we want to find an experience-centric service recovery methodology to design and manage service failure. Finally, we attempt to establish a framework for an innovative culture of service providers which belongs to the sector of creating and maintain a service culture of the strategy priority based on the service-dominant logic. Hence, in order to implement above research ideas, this project is to design two subproject including: 1) Experience-based mental driven service design: The impact of customer involvement on value co-creation in service recovery 2) A framework for building an innovative service culture: Service-dominant logic perspective. We plan to conduct several quantitative (e.g., experimental simulations, system building and data collection) and qualitative methods (e.g., meta-analysis, field study, interviews, focus group interviews) to achieve research purposes in this project. Consequently, this project aims 1) to build a conceptual framework for investigating the relevance of service recovery, customer involvement and value co-creation, 2) to apply customer emotion management and customer expectation management into a real service system underlying experience-centric service design, and 3) to propose a strategic framework for designing and maintaining an innovative service culture of a service firm. |
