- 期刊
以顧客旅程地圖探討私人排球運動場館之服務設計
The Study of Customer Journey Map in the private volleyball stadiums by Service Design
摘要
根據教育部體育署於111年運動現況調查成果，在民眾最常從事的球類運動項目，羽球位居第一，其次是籃球、桌球，而排球位居第四。近年私人排球運動場館的家數越來越多，在私人排球館盛行的情況下，業者如何吸引民眾願意前往該球館消費，本研究目的旨在探討私人排球館之服務設計，透過文獻整理以Stickdorm與Schneider所提出顧客旅程地圖探究整體的服務接觸點，包含服務前、服務中及服務後。研究結論發現：（一）服務前、業者需以顧客觀點擬定購買決策時的接觸點，使民眾提高至該球館消費打球的動機；（二）服務中、正式旅程中最注重的是顧客的甜蜜點與痛感，業者需擬定適合的行銷策略使顧客增加甜蜜點，減少痛感；（三）服務後、在顧客旅程結束後，業者可以透過發表社群媒體、抽獎等方式獲取球迷的情緒、感觸，為後續的經營策略做準備。綜合上述，本研究給予業者建議如下：社會正在走向服務為主導的時代，服務設計已經是不可或缺的方式，業者在未來可以透過人物誌、利害關係人、訪談法等方式，更加了解顧客的思緒、想法，並在服務缺口上加以探索，一步一步設計出能夠滿足顧客的旅程圖。
並列摘要
According to the results of the 111th annual sports survey conducted by the Sports Administration of the Ministry of Education, badminton ranks first among the ball sports most commonly participated in by the public, followed by basketball, table tennis, and volleyball in fourth place. In recent years, the number of private volleyball venues has been increasing. Compared to basketball, volleyball requires 12 people to form a team. With the prevalence of private volleyball venues, this study aims to explore the service design of private volleyball venues and attract the public to consume at these venues. Through literature review, the customer journey map proposed by Stickdorm and Schneider is used to explore the overall service touchpoints, including pre-service, during-service, and post-service. The research findings are as follows: (1) In the pre-service stage, the operators should devise touchpoints for purchase decisions from the customer's perspective to increase their motivation to consume and play at the venue; (2) During the service, the most important aspects of the formal journey are the customer's sweet spots and pain points, and operators need to develop suitable marketing strategies to increase sweet spots and reduce pain points; (3) After the service, operators can obtain fans' emotions and feelings through social media posts, raffles, and other methods to prepare for subsequent business strategies. In conclusion, the study offers the following suggestions for operators: As society is moving towards a service-driven era, service design has become indispensable. In the future, operators can better understand customers' thoughts and ideas through methods such as personas, stakeholder analysis, and interviews, and explore service gaps to gradually design a journey map that satisfies customers needs.