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研究生:卡娜妲
研究生(外文):Tatiana Diaz
論文名稱:Identifying Needs and Expectations of Foreign Residents in Taiwan Regarding Convenience Store Services
論文名稱(外文):Identifying Needs and Expectations of Foreign Residents in Taiwan Regarding Convenience Store Services
指導教授:周金枚
指導教授(外文):Chin-Mei Chou
口試委員:陳啟光Yu-Lin Hsiao
口試委員(外文):Chi-Kuang ChenYu-Lin Hsiao
口試日期:07-20-2018
學位類別:碩士
校院名稱:元智大學
系所名稱:工業工程與管理學系
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:英文
論文頁數:138
中文關鍵詞:Service Design ThinkingExperience-Centric ServicesService ImprovementForeign ResidentsConvenience Store Industry
外文關鍵詞:Service Design ThinkingExperience-Centric ServicesService ImprovementForeign ResidentsConvenience Store Industry
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Economies are shifting from manufacturing to services, and Taiwan’s economy is no exception; with the 6th largest GDP in Asia its economy depends heavily on the service industry. As a consequence, it has become a hotspot for foreigners looking to relocate, in fact it is such a popular destination that the foreign resident population has increased a 33% in the last five years. This is important because studies have shown that migration to, from, and within Taiwan has helped shape the country’s development throughout its history affecting it both demographically and socioeconomically. As it is expected for this percentage to grow in the coming years, it is critical for services to find ways to better serve them. This study makes use of the Service Design Thinking model’s first phase: exploration to develop a procedure that enables the generation of customer insights based on their wants and specific needs. Service Design Thinking focuses on innovating and improving services with the aim of enhancing them for customers as well as for the organizations providing them. The convenience store industry in Taiwan was selected as a case study because the food retail industry is one of the largest one in said country. Convenience stores provide a diversity of services including fresh foods, ticketing, variety of groceries amongst others, however, they have all been thought of and originally designed for locals. Different numbers of participants were involved in each of the different steps developed. The study found that the tools chosen did indeed generate valuable customer insights as well as complemented each other in a useful manner; tools such as shadowing and interviewing provided the research with first hand data about the participant’s behaviors and complemented each other’s shortcomings when applied one after the other. Furthermore, the results indicate that the application of the Service Design Thinking model is beneficial to the food retailing industry, specifically the convenience store sector as they provide customer insights that can be used by organizations to improve foreign resident’s overall experience. Moreover, the results show that foreign residents have their own unique set of needs when it comes to convenience store services and in order to keep this growing segment satisfied, services need to be designed with those in mind. In conclusion, the study provides indicative results that foreign residents’ numbers are growing and that with that growth comes a new set of needs that must be met by service providers. For the Service Design Thinking model research, the study indicates that the model’s first phase is suitable and useful in providing a creative problem identification process for convenience stores and probably other food retailing businesses.
Economies are shifting from manufacturing to services, and Taiwan’s economy is no exception; with the 6th largest GDP in Asia its economy depends heavily on the service industry. As a consequence, it has become a hotspot for foreigners looking to relocate, in fact it is such a popular destination that the foreign resident population has increased a 33% in the last five years. This is important because studies have shown that migration to, from, and within Taiwan has helped shape the country’s development throughout its history affecting it both demographically and socioeconomically. As it is expected for this percentage to grow in the coming years, it is critical for services to find ways to better serve them. This study makes use of the Service Design Thinking model’s first phase: exploration to develop a procedure that enables the generation of customer insights based on their wants and specific needs. Service Design Thinking focuses on innovating and improving services with the aim of enhancing them for customers as well as for the organizations providing them. The convenience store industry in Taiwan was selected as a case study because the food retail industry is one of the largest one in said country. Convenience stores provide a diversity of services including fresh foods, ticketing, variety of groceries amongst others, however, they have all been thought of and originally designed for locals. Different numbers of participants were involved in each of the different steps developed. The study found that the tools chosen did indeed generate valuable customer insights as well as complemented each other in a useful manner; tools such as shadowing and interviewing provided the research with first hand data about the participant’s behaviors and complemented each other’s shortcomings when applied one after the other. Furthermore, the results indicate that the application of the Service Design Thinking model is beneficial to the food retailing industry, specifically the convenience store sector as they provide customer insights that can be used by organizations to improve foreign resident’s overall experience. Moreover, the results show that foreign residents have their own unique set of needs when it comes to convenience store services and in order to keep this growing segment satisfied, services need to be designed with those in mind. In conclusion, the study provides indicative results that foreign residents’ numbers are growing and that with that growth comes a new set of needs that must be met by service providers. For the Service Design Thinking model research, the study indicates that the model’s first phase is suitable and useful in providing a creative problem identification process for convenience stores and probably other food retailing businesses.
Chapter 1: Introduction 9
1.1 Research Background 9
1.2 Research Motivation 13
1.3 Research Objectives 15
1.4 Research Structure 16
Chapter 2: Literature Review 18
2.1 Services, Design Thinking & Service Design 18
2.1.1 Services 18
2.1.2 Design Thinking 21
2.1.3 Service Design 24
2.2 Customer Experience 30
2.3 Emotions, Customer Loyalty and Behavioral Intentions 33
2.3.1 Emotions 33
2.3.2 Customer Loyalty 35
2.3.3 Behavioral Intentions 37
Chapter 3: Methodology 39
3.1 Understand the culture and goals 43
3.1.1 SWOT Analysis 43
3.1.2 Stakeholder Map 43
3.2 Recognize the real problem 44
3.2.1 Shadowing 44
3.2.2 Interviews 45
3.2.3 Participatory Co-Creation Workshop 47
3.2.4 Expectation Mapping 48
3.3 Visualize findings 49
3.3.1 Personas 49
3.3.2 Customer Journey Map 50
Chapter 4: Results 52
4.1 Study Structure 52
4.2 Understanding the Culture and Goals of the Company 52
4.3 Recognize the Real Problem 56
4.3 Visualize Findings 63
Chapter 5: Discussion 74
Chapter 6: Conclusions 77
References 79
Appendix 95
Data Collected during Shadowing 95
Data Collected during Interviewing Process 99
Data Collected During Participatory Co-Creation Workshop 108
Data Collected During the Expectation Mapping 112
Coded Data 115
Complete Coding Matrix 132
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