探討線上客服新價值─以紮根理論觀察台灣旅遊業為例

Explore the Value of Live Chat: A Grounded Theory Study in Travel Agencies

施媄瀞(Mei-Ching Shih)

指導教授 ： 曹承礎

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2014年)

https://doi.org/10.6342/NTU.2014.11113

摘要

網際網路及資通訊成熟帶動電子商務的發展，各種服務開始轉型，不同產業間也興起許多不同形式的服務，但非每個產業都能適用於這些新興服務，更遑論在成本考量下的導入限制。隨著實體服務逐漸轉移到線上服務，顧客與服務供應商的關係逐漸轉變，顧客與服務提供商的接觸減少，虛擬服務及網路資訊也間接影響消費者決策，近年來電子商務逐漸加入即時通訊功能，線上客服成為近兩年被廣泛討論的新服務，但鮮少論文以較嚴謹的方式討論此服務之價值。

旅遊產業由於國人生活品質的提升成為歷年成長的產業，其競爭也因科技的進步轉移到網際網路上，除了完整內容呈現以及可交易功能外，旅遊網站性質相近且無差異化，國外旅遊網站大量導入線上客服，是否台灣旅遊業也適合此服務？管理者考慮不導入的決策構面為何？消費者端是否有此需求？本研究透過紮根理論進行之質性研究，透過對於管理者的訪談分析決策難題及考量因素，並且回到顧客身上了解目前旅行社與消費者互動所存在的服務缺失，並從中找尋改善的建議並且由此發展線上客服可能加入的模式並擬定雛型，給予管理者改善線上及實體市場運作的建議以及需要注意之處。

研究結果提出「權力轉移」概念，由期待落差以及憤怒的交互影響下造成消費者意識到自己有脫離此負面刺激的能力，自我解危後評估整體與旅行社互動的過程並且產生不滿足感。描述顧客在接受旅行社服務旅程中遭遇負面刺激之行為及情緒，顧客為求專屬於他們的這次旅行能夠圓滿，對於旅行社所產生的負面刺激希望能夠盡快平衡其狀況，當情況無法得到初步解決，顧客評估旅行社處理方式並不妥當且無法解決問題，則會靠自身力量找尋相關資源解決，並且針對旅行社事後的處理進行評估，其不滿足感將作為下次選擇的依據。本研究透過實證訪談發現各構面間的與線上客服特色之間的關聯，在四大特色的典範模型中之主要特點以及困難點皆可以使用線上客服予以解決，因此本研究提出四點建議方針：(1) 線上客服的角色需被定義為賦有客服自我風格的個人助理；(2) 客服加入時點需往前移至顧客產生旅行想法時；(3) 線上客服可加入行動裝置服務中；(4) 線上客服內容需被紀錄以了解顧客行為並作為發現潛在需求之管道，期能促進旅行社以及有意在線上旅遊產業發展之讀者能有效改善市場狀況。

關鍵字

紮根理論 ； 旅行社 ； 線上客服 ； 權力轉移 ； 行動裝置

並列摘要

The development of the Internet and ICT has boosted the growth of E-commerce and the scale of service extending from offline to online service. Live support system, or live chat becomes a new favorite. However, there are only a few of thesis researches studied in this field.

On the other hand, because of the ameliorating quality of life in Taiwan, tourism industry has become an important service industry and moved to online services these years. Comparing to Taiwanese tourism website, live chat service has been well developed in other countries. Somehow Taiwanese tourism websites are normally enriched with various content and full functions of transaction but lack of differentiation. The environment of the industry and the interaction between customers and practitioners are complicated and in need of further research.

This study chose four outstanding travel agencies to disclose the managerial dilemma of the live chat service implementation. In addition, the research found the insight from customers by using grounded theory. The concept, power shifting, is purposed, which contains expectation gap, anger, ability to extricate, and dissatisfaction. People would gain the negative stimulus from expectation gap and anger followed by the process, which the negative stimulus would trigger people to cognize the ability of extricate. After taking actions to solve the negative stimulus, people would evaluate the compensation of travel agency and decide whether to choose it by the degree of dissatisfaction next time. Based on the concept of power shifting, this study concludes the characteristic of live chat, which is to solve certain main problems. The properties in each paradigm model are related to the live chat problem-solving features. The research raised four suggestion guideline of live chat, (a) the character of live chat should be defined as a personal assistant with personal style, (b) the emergence of live chat should be moved forward to the time when customers initiate their ideas to travel, (c) live chat service should embed with mobile services, and (d) live chat service should provide recording function to flourish potential customer demand. This research encourages the service provider to reevaluate the value of service and change the mindset of product-orientation. At last not the least, the purpose of this research is to help the managers of travel agency and the potential service providers to accumulate rejuvenated ideas from the findings.

並列關鍵字

Grounded theory ； travel agency ； live chat ； power shifting ； mobile device

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