臺灣博碩士論文加值系統

因應體驗經濟的興起，企業日益重視服務體驗品質。為增強餐飲服務業的競爭力，服務設計已逐漸成為企業強化顧客用餐體驗的重要利器之一。儘管過往不少研究提及可以藉由「腳本理論」詮釋及傳遞服務內涵，唯仍鮮少有從顧客觀點來探討如何透過顧客腳本有效促進顧客參與，進而提升服務體驗品質。基此，以JK咖啡用餐服務設計為例，本研究旨在探索「顧客腳本」對「顧客參與」和「服務體驗品質」之影響。
本研究共區分為三大階段。第一階段為「探索定義」，本研究首先透過觀察法瞭解JK咖啡之整體用餐服務流程，且發掘出服務流程之不同痛點並繪製服務藍圖；其次，透過回溯自我評量法蒐集JK咖啡現有顧客腳本，針對用餐服務事件，本研究總共獲得16項活動與64個動作；接續，本研究再藉由關鍵事件分析法針對用餐服務事件的活動及動作進行滿意與不滿意腳本分析，以發掘出顧客腳本及其對應之用餐服務問題。第二階段為「設計發展」，本研究先訪談利害關係人，確認出核心服務價值後，再透過焦點團體法進一步與員工及顧客進行服務問題填補及服務設計概念共創；隨後，篩選出較佳顧客腳本方案且將新服務設計概念繪製成顧客腳本之PCN圖，作為後續顧客腳本服務設計依據。第三階段為「成果評估」，在新顧客腳本服務設計導入後，針對上述新用餐服務設計，本研究共收集120份有效問卷及進行資料分析，本研究主要發現為：1）「顧客腳本」對「顧客參與」會產生正向影響；2）「顧客腳本」和「顧客參與」對「服務體驗品質」會產生正向影響和 3）整體上，透過新顧客腳本設計可以提升「顧客參與」及「服務體驗品質」。最後，針對用餐服務設計，本研究提出三大顧客腳本設計方針。

The rise of experience economy has pushed enterprise to place more emphasis on service experience quality. To enhance the competitiveness of catering service industry, service design has been recognized as one of the vital tools for the enterprise to strengthen customer service experience. Although previous research argued the service delivery can be illustrated through the script theory for staff training, limited studies focused on how to adopt customer script to effectively enhance customer participation and service experience quality. Therefore, this study aims to bridge this gap by applying this theory. The research question of this thesis is whether and how customer script has an effect on customer participation and service experience quality. The case of JK coffee meal service design will be adopted as an example.
This study is divided into three stages. The first stage is the exploration and definition stage. In this section, the whole meal service process of JK coffee is initially identified by observation method. Service blueprint is draw to show the pain points. Then, the customer script of meal service is defined by the retrospective self-measures method. We find there are 16 activities and 64 actions in the customer script of meal service. Thirdly, the script problems and the corresponding service problems were clarified by utilizing the critical incident technique (CIT) method.
The second stage is the design and development stage. In this section, the core service value is firstly identified based on the outcome of interviews with different stakeholders. Then, we applied the focus group technique to classify crucial service problems, generate several meal service design concepts and visualize the better customer script’s PCN.
The third stage is the delivery and assessment stage. In this section, different respondents from JK coffee were invited to assess the new meal service design. The relationship between customer script, customer participation and service experience quality is rated. Based on 120 valid questionnaires, this investigation indicates: 1) customer script has a positive effect on customer participation; 2) both customer script and customer participation have positive effects on service experience quality; 3) overall, customer script design can improve customer participation and service experience quality. In addition, based on the findings of investigation, this study proposed 3 guidelines of customer script design for the meal service.

一、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究範圍與限制 4
1.4 重要名詞解釋 5
1.5研究概念架構和流程 6

二、文獻回顧 9
2.1腳本理論 9
2.1.1 腳本定義 9
2.1.2 腳本類型 11
2.1.3 腳本構成與蒐集方法 12
2.1.4 腳本理論於服務中的發展 13
2.1.5小結 17
2.2 顧客腳本 17
2.2.1 顧客腳本內涵 17
2.2.2 顧客腳本元素 21
2.2.3 顧客腳本衡量 22
2.2.4 小結 25
2.3 顧客腳本在服務設計的應用 25
2.3.1 服務設計定義 26
2.3.2 服務設計工具 26
2.3.3 顧客腳本在PCN之應用 30
2.3.4 小結 30
2.4 顧客參與 31
2.4.1 顧客參與定義 31
2.4.2 顧客參與衡量構面 34
2.4.3 小結 35
2.5服務體驗品質 36
2.5.1 服務體驗與品質內涵 36
2.5.2 服務體驗品質衡量 37
2.5.3 小結 39
2.6 研究假設 39

三、研究設計 42
3.1 探索定義階段 43
3.1.1 觀察法 43
3.1.2 問卷調查法 44
3.1.3 回溯自我評量法 46
3.1.4 關鍵事件分析法（腳本省思） 47
3.2 設計發展階段 49
3.2.1 訪談法 49
3.2.2 焦點團體 50
3.3 成果評估階段 52

四、研究發現 53
4.1 探索定義階段發現 53
4.1.1 JK咖啡用餐服務體驗內容 53
4.1.2 前測問卷分析 59
4.1.3 顧客認知腳本內容 63
4.1.4 JK咖啡用餐服務滿意、不滿意顧客腳本分析 66
4.1.5 關鍵用餐服務問題界定 73
4.2 設計發展階段產出 75
4.2.1 關鍵用餐服務問題填補 75
4.2.2 新顧客腳本服務設計概念說明 77
4.3 新用餐服務設計評估 91
4.3.1 新顧客腳本服務設計導入 91
4.3.2 新用餐服務設計評估 93

五、研究討論 110
5.1 研究假設之驗證 110
5.2 腳本理論探討用餐服務之顧客腳本設計要點 112

六、結論與建議 115
6.1 研究結論 115
6.2 研究建議 119
6.2.1 用餐服務設計實務建議 119
6.2.2 後續研究建議 120

參考文獻 123
附錄一 用餐服務之顧客腳本對顧客參與和服務體驗品質之影響調查問卷 136
附錄二 顧客認知腳本蒐集之問項 139
附錄三 新用餐服務設計之實驗任務 140
附錄四 顧客認知腳本蒐集之原始數據 141
附錄五 JK咖啡內部利害關係人訪談之訪綱 145
附錄六 論文同意引用聲明書 146

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