顧客旅程畫布對健身中心服務設計之啟示

The customer journey canvas in the fitness center's service design

邱瓅葳(Chiu-Li Wei) ； 陳月娥(Chen-Yueh Er) ； 牟鍾福(Mou-Chung Fu)

《中華體育季刊》 31卷3期 (2017/09) Pp. 219-227

https://doi.org/10.3966/102473002017093103004

摘要

隨著國人休閒意識及健康促進概念提升，促使運動健身相關產業如雨後春筍般成立，透過良好的服務設計可以維持及提升健身中心之競爭優勢，使其脫穎而出。本文目的在於瞭解健身中心目前的服務現況與問題，並嘗試以「顧客旅程畫布」觀點，分析健身中心的服務設計。研究結論發現經營者如能以顧客角度重視每一個接觸點，並且建立多元溝通管道，不僅能利用良好口碑達到宣傳效果吸引新的客群，還可提升消費者對於健身中心的滿意度與忠誠度，進而提升品牌價值。根據本文結論對健身中心提出以下幾點建議：一、傾聽顧客的聲音，做好顧客關係管理；二、建立多樣化的溝通管道，利用口碑傳遞訊息；三、重視服務接觸點的設計，改善服務失誤。以作為未來有關業者在規劃服務設計時之參考。

關鍵字

服務接觸 ； 服務流程 ； 顧客旅程畫布

並列摘要

Along with the growing leisure and health consciousness of Taiwanese people, sports and exercise-related industries have mushroomed and are constantly innovating themselves. A good service design can help fitness center maintain and improve their competitive edge and rise above the rest. To this end, through collation of documents and using Stickdorn's and Schneider's customer journey canvas as the theoretical framework, this thesis explored the current service provided by sports center with a view to helping resolve their operations issues. Summary of the collated documents revealed that if sports center can understand customer needs and value customer experience, as well as making full use of social media to build positive public relations, they can increase consumer satisfaction and loyalty, and solidify their place in the market. The following recommendations have been formulated based on these results: 1. find the right consumers by understanding customer needs; 2. establish good public relations by managing customer relationships well; 3. use social media effectively to generate positive word of mouth; 4. pay close attention to service contact points, with an emphasis on customer experience; This thesis will serve as a reference for future government organizations and other related organizations in planning managing strategy for fitness center.

並列關鍵字

service encountor ； service process ； customer journey canvas

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