- 學位論文
基於峰終定律的體驗型智慧髮型全通路服務平台之研究—以髮型消費服務企業為例
The Application of the Peak-End Rule in the Design Experience-Centric Smart Omnichannel Platform for the Taiwanese Hairdressing Industry
摘要
本研究運用紮根理論法初步探索建立髮型消費服務企業的智慧髮型全通路服務平台，「基於翻轉負向峰值點和終點的顧客體驗再造升級的設計規劃」將相關體驗行銷學、顧客行為學、服務設計學、資訊管理學、心理學的理論和方法結合起來，解決顧客體驗這一跨領域學科的、複雜的問題。本研究運用一系列連貫性的、系統性的方法將抽象的顧客體驗轉化為具體的服務流程設計，在智慧髮型全通路服務平台中建立了三個中心系統來解決二個顧客痛點。透過這二個痛點，本研究發現了顧客髮型消費服務旅程中最在意的7個關鍵時刻、9個峰值點和終點，可以作為髮型消費服務企業數位創新的主要基礎，因而在智慧髮型全通路服務平台中建立了三個中心系統：智慧化髮型推薦服務設計中心、儀式遊戲化服務設計中心、智慧化全通路服務設計中心。運用智慧髮型全通路服務平台，有助於髮型消費服務企業實現基於體驗為中心的無縫接軌全通路整合的服務模式，將各接觸點主題的連貫性、一致性、適境性結合起來，創造和編排使顧客難忘的「酷炫EPIC」峰值瞬間，以提高顧客體驗成效。
並列摘要
This paper uses grounded theory to establish an initial experience-centric smart omnichannel platform for the hairdressing industry. ‘The Superior Customer Experience Design Plan based on reverse-engineering negative peak–end experiences’ is proposed that combines multiple theories of behaviour design, service design, information system management, and psychology to address complex customer experience issues across various disciplines and fields. Abstractions of customer experience are concretised in a service journey design through a set of cohesive and systematic approaches. The experience-centric smart omnichannel platform has three system centres to address two customer pain points, which are recognised and broken down into seven moments of truth and nine peak and end moments, and provides the hairdressing industry with the fundamentals of digital innovation. The three system centres in the smart omnichannel platform—namely a smart hairstyle recommendation system, a ritual gamification system, and a smart omnichannel system—enable hairdressing companies to implement the seamless experience-centric smart omnichannel platform during design for each customer on the basis of thematic cohesion, consistency, and contextual sensitivity among all touchpoints. Through this platform, hairdressing companies can orchestrate memorable and ‘EPIC’ moments to enhance customer experience.