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研究生:劉怡伶
研究生(外文):Yi-Ling Liu
論文名稱:服飾業服務接觸與服務藍圖:主觀順序事件技術方法之研究
論文名稱(外文):Service Encounter and Service Blueprint of Apparel Retailing:A Research of Subjective Sequential Incidents Technique
指導教授:張景旭張景旭引用關係范垂爐范垂爐引用關係
指導教授(外文):Chang Ching HsuChui-lu Fan
口試委員:姚惠忠范垂爐朱寶青
口試委員(外文):Hui-Chung YaoChui-lu FanPao-ching Chu
口試日期:2011-01-04
學位類別:碩士
校院名稱:大葉大學
系所名稱:管理學院碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:94
中文關鍵詞:服務藍圖主觀順序事件技術服務接觸服飾業
外文關鍵詞:Service BlueprintingSubjective Sequential Incidents Techniqueservice encounterApparel Retailing
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以往較偏向工作流程之藍圖研究,存在著結構不均、對失誤點的分析不夠詳盡且缺乏顧客經驗歷程的問題。本研究以主觀順序事件技術方法來探討顧客在服務接觸時複雜的連續性訊息,並試圖深入了解讓顧客感動或生氣的線索特徵。在服飾業的消費案例中,我們分別分析了25篇負面故事及20篇正面故事,希望能把具有關聯性的線索歸納成模型,接著將模型裡的環節區分成:服務員與顧客互動區、顧客內心研究區、以及顧客生活圈三個區塊,最後再排入各個服務階段中,形成服飾業的服務藍圖。
本研究所繪製出的服務藍圖可以完全掌握顧客的全面經驗,並補捉顧客在消費過程中連續的情緒性線索,從業人員可遵循服務藍圖,設計一個令顧客滿意的服務情境,或者在危機發生時立即進行補救。

Focusing on workflow, the studies of Blueprinting usually have structural inequality, implicit analysis toward failure points and lack of the process of customer experience. This study examines the complicated continual messages that the customers show in service encounter. The researcher tries to find out the featured clues that touch or anger the customers. In the customer cases of apparel retailing, the researcher analyzes 25 negative stories and 20 positive stories. After inducting the relevant clues into models the researcher sorts the links of the model into three areas: the waiter and customer interaction area, customer emotion study area, and customers living area. Finally, the researcher builds up the service blueprinting of apparel retailing by including these areas into different service stages.
The service blueprinting designed in this study can handle customers’ experience fully and grasp the continually featured clues that customers show amongst the consumption process. The employees can follow the service blueprinting and design a satisfied service environment for the customers or try to remedy when there is any crisis.

內容目錄
摘要........................ iii

英文摘要...................... iv

致謝辭....................... v

內容目錄...................... vi

表目錄....................... viii

圖目錄....................... ix

第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 3
第二章  文獻探討................. 4
  第一節  服務接觸............... 4
  第二節  服務藍圖............... 6
第三節  顧客經驗管理............. 15
第三章  研究方法................. 22
  第一節  研究步驟............... 22
  第二節  資料收集............... 23
  第三節  主觀事件順序技術分析步驟....... 27
  第四節  服務藍圖的操作步驟.......... 40
第四章  研究分析與發現.............. 42
  第一節  服飾業顧客情緒延伸表......... 42
  第二節  服飾業負面類別與模型之分析...... 44
  第三節  服飾業正面類別與模型之分析...... 52
第四節  服飾業服務藍圖............ 58
第五章  結論與建議................ 68
  第一節  結論................. 68
  第二節  管理意涵............... 69
  第三節  研究限制與建議............ 73
參考文獻...................... 75
附錄A....................... 83
附錄B....................... 91
附錄C....................... 93

表目錄
表1-1 布疋及服飾品零售業近十年員工數、企業數及年收入一覽表......................... 2
表3-1 正面故事基本資料分析........... 24
表3-2 負面故事基本資料分析........... 25
表3-3 研究案例資料之統計表與意涵........ 26
表3-4 案例6單一故事分析表格.......... 29
表3-5 負面瀏覽階段聯集表............ 30
表3-6 正面重回階段模型表............ 32
表3-7 負面結帳階段典型陳述表.......... 33
表3-8 負面顧客情緒延伸表............ 34
表3-9 正面顧客情緒延伸表............ 37
表4-1 服飾業服務階段定義............ 42


圖目錄
圖2-1 服務藍圖要素圖.............. 9
圖3-2 服務藍圖................. 41
圖4-1 入門階段分析圖.............. 45
圖4-2 瀏覽階段分析圖.............. 46
圖4-3 試穿階段分析圖一............. 48
圖4-4 試穿階段分析圖二............. 48
圖4-5 等待調貨階段分析圖............ 49
圖4-6 結帳階段分析圖.............. 50
圖4-7 重回階段分析圖.............. 51
圖4-8 事後階段分析圖.............. 52
圖4-9 入門、瀏覽階段分析圖........... 53
圖4-10 試穿階段分析圖.............. 54
圖4-11 等待調貨、結帳階段分析圖......... 56
圖4-12 重回、事後階段分析圖........... 57
圖4-13 危機處理藍圖─入門、瀏覽階段....... 59
圖4-14 危機處理藍圖─試穿階段.......... 60
圖4-15 危機處理藍圖─等待調貨階段........ 61
圖4-16 危機處理藍圖─結帳階段.......... 62
圖4-17 危機處理藍圖─重回、事後階段....... 63
圖4-18 顧客情緒經驗藍圖─入門、瀏覽、試穿階段.. 64
圖4-19 顧客情緒經驗藍圖─試穿、等待調貨階段... 65
圖4-20 顧客情緒經驗藍圖─結帳階段........ 66
圖4-21 顧客情緒經驗藍圖─重回、事後階段..... 67



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行政院主計處(2005)。國民經濟動向統計季報之產業,重要經指標速報結構資料。http//www.dgbas.gov.tw。

行政院主計處(2010)。工商及服務業普查線上查詢系統,來源:http://www.stat.gov.tw/ct.asp?xItem=23491&ctNode=543。

吳宜芳(2008),連鎖服飾業員工知識架構之研究,大葉大學人力資源暨公共關係管理研究所未出版之碩士論文。

范垂爐(2008),餐飲業員工行為不當行為特徵之研究,大葉大學管理研究所博士班未出版之博士論文。

張文甫(2009),服飾業服務失誤與服務補救:顧客觀點與服務員之比較,大葉大學人力資源暨公共關係研究所未出版之碩士論文。

張景旭、張馨華(2006),服務經濟轉型下的「重要事件技術」爭議與對策:「主觀順序事件技術」之提出。關係管理研究,3,49-76。

許瀞方(2008),服飾業連續失誤之研究:員工觀點與顧客觀點之比較,大葉大學人力資源暨公共關係研究所未出版之碩士論文。

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