從服務藍圖之三大關鍵因素探討創意市集與行動餐車整合後之藍海市場

創意市集與行動餐車在台灣掀起熱潮至今，吸引許多公司企業、學校、各種團體舉辦各式節慶活動與之結合，而目前行動餐車與創意市集都以現金進行交易，在這科技發達的時代顯的不夠科技與便利。創意市集與行動餐車各有不同客群，雖先前有過類似結合之市集但因未規劃完整致無法普及化。本研究以創意市集及行動餐車經營模式為研究範圍，針對目前創意市集與行動餐車的消費者與經營者、及外部之專家學者等進行訪談再據之進行探討分析。本研究基於服務證據的三大要素，即人員(People)、過程(Process)、實體表徵(physical)去建構現行的服務藍圖，再去確認它們的優劣勢，進而以藍海策略中的四項行動方向「降低」、「消除」、「提升」與「創造」之作法及資訊科技的導入去整合成創行市集並描繪其服務藍圖。最後分析對服務金三角的影響，進而探尋出新的藍海市場。經資訊科技導入、文獻探討、深入訪談後，本研究有下列幾項發現： 1. 資訊科技導入創行市集有助創行市集找尋新市場。 2. 資訊科技導入後之創行市集對服務金三角(公司、服務人員、顧客)有正面影響。 3. 創行市集之實體表徵利於找尋新市場。 4. 創行市集之多元化服務流程滿足顧客需求。 5. 服務藍圖之描繪提供檢視服務過程並使得服務人員迅速了解工作內容。 6. 服務人員之職能影響服務品質進而影響顧客滿意度。

關鍵字

服務藍圖；行動餐車；創行市集；藍海策略；服務金三角

並列摘要

The upsurge of Fashion Market and Food Truck in Taiwan has attracted many companies, schools, and various groups to organize various festival events. The Food Truck and Fashion Market are traded in cash, and it is not advanced and convenient enoughly in this high technology era. The Fashion Market and the Food Truck each has different customers. Although there was a similar combination of the market before, it could not be popularized due to lack of complete planning. This study takes the Fashion Market and Food Truck business models as its research scope, and explores and analyzes based on the data obtained from the interviews with current Fashion Market and Food Truck consumers and operators, and external experts and scholars. First, This study builds the current service blueprint based on the three major elements of service evidence-People, Process, and Physical, and then identifys their strengths and weaknesses, and then use the four actions in Blue Ocean-Strategy-Reduce, Eliminate, Enhance, and Create, and the introduction of information technology(IT) to integrate into the new market (named Fashion-truck in the study) and map out its service blueprint. finally this study explores the impact of the introduction of IT on the service triangle, to find out the new blue ocean market. After the literature review and in-depth interviews, this study has the following findings: 1. The introduction of the fashion-truck market find out a market new market. 2. IT will help has a positive impact on the service triangle (companies, service personnel, customers). 3. The physical evidence of the fashion-truck market facilitates the search for new markets. 4. The diversified service process of fashion-truck market may meet customer needs. 5. Depiction of the service blueprint provides review of the service process and enables service personnel to quickly understand the work content. 6. The service staff's function affects service quality and thus affects customer satisfaction.