創新服務設計與顧客滿意度之關係-以外拍攝影服務為例.pdfVIP

1 創新服務設計與顧客滿意度之關係-以外拍攝影服務為例 1 2 吳俊德 ， 翔 黃鈺 （1.台灣遠東科技大學創新設計與創業管理系，台南市；2. 台灣遠東科技大學創新設計與創業管理研究所，台南市） 摘 要： 提供良好的外拍活動服務是吸引顧客再一次參與外拍活動主要因素。本研究以服務科學之設計方法，運 用服務藍圖分析其作業流程，尋求改善的環節，重新設計服務藍圖，此提高參與外拍活動之顧客的滿意度。以參與 外拍攝影活動的顧客為研究對象，了解其對現有服務流程滿意程度，並對其滿意度低的流程重新設計且重新調查其 對新的服務流程之滿意度。顧客滿意度採Singh （1991）的論點，以多重項目來做衡量設計問卷量表。未來研究方向 將以問卷調查收集、分析資料以了解新的服務流程顧客滿意程度並做為再一次創新服務設計之參考。 關鍵字:外拍攝影活動；創新服務設計；顧客滿意度 Abstract ：Providing a good service to attract customers once again is the main factors involved in outdoor photo activities. In this study, the use of Service blueprint which is a kind of design methodology of service science was applied to analyze the processes, seeking to improve links. The service blueprint would be redesigned to improve customer satisfaction in these outdoor photo activities. The behaviors of customers were studied to understand their satisfaction degree of existing services, processes. According to their dissatisfaction, the processes were re-designed and the new service satisfaction of customers was re-investigated. Customer Satisfaction was mined from Singh (1991) point in which multi-item scale was designed to do the measurement. The future research will be collected in the survey questionnaires and analyze data to understand the customer satisfaction of the new service processes as the next innovative service design reference. Keywords: outdoor photographic activities; innovative service design; customer satisfaction 1基金资助：本研究曾獲“國科會”產學合作研究計畫編號NSC99-2622-H-269-002-CC3 之補助，謹此致謝。 1 吳俊德，台南市，助理教授，政治大學資訊管理博士 email: mirage.wu@ 1.緒論 1.1 前言 近年來網際網路相關產業蓬勃發展，網際網路已經成為人們日常生活中重要的部份，其主要的 功能已經由最早期的科學界與軍事用途中日漸轉變為現代人進行溝通或傳遞