摘要
設計起因於人的需求，是為人類的生活更加美善而存在。服務設計則是對應前述觀點，在需求(或問題)未產生前，即提出潛在需求(或問題)的規劃設計。因此，服務設計綜括人、商品、環境，對應的是服務設計、產品設計、空間設計。此也說明，商品不再只是依賴行銷手法而靜待於商店架上；商品將因觸動人的潛在需求，認同商品形成的氛圍而存在。 設計者在產品的開發與設計過程中，是具有明確的目的性。設計者透過自身感官的綜合體驗轉化至產品的體現。相對的，使用者也藉由感官經驗進行解讀產品與體驗產品。感官經驗是一種體驗與知覺的訊息綜合，亦可說是對氛圍的知覺接收。每個人的生活文化背景與體驗知覺不同，是以設計者如何察覺使用者的需求並投射於產品的體現，來自於設計者的知覺感官經驗。 服務品質來自衡量顧客期望與顧客認知的缺口。本研究以「服務品質概念模式」所發展的服務品質量表為研究方法，以此量表之五項構面（有形性、可靠性、反應性、保證性、關懷性）分析服務體驗與產品知覺的差異。 以Parasurman三位學者（1988）提出的服務品質量表，透過問卷測試顧客的期望認知與服務滿意，以全球連鎖咖啡館為評量中介標的，分析體驗服務滿意度的五項構面表現。第一階段為評量對咖啡館的期望認知，第二階段為評量對咖啡館的服務感知，交叉比對兩階段量表得以分析服務知覺差異。 研究結果顯示，（1）在服務品質量表五項構面中，產品設計師均較視覺設計師與空間設計師在無形性構面（反應性、關懷性）具有顯著差異；（2）產品設計師在反應性構面與關懷性構面認知差異最大。期望評量值分數為低，在體驗後之知覺評量值亦偏低；（3）服務滿意離散度在保證性構面差異最大，受測者看法有顯著差異。但在22組題問中，期望評量值與知覺評量值之差異組距偏向一致；（4）職業變項與性別變項，在服務認知之無形性構面有顯著差異。
並列摘要
Design fulfill people’s demands, and is to improve human’s life. Service design means proposing solution to meet potential demands. Therefore, service design includes persons, products and ambiance, corresponds to service design, product design, and space design. It is explained that products should no longer stay on the shelves, relying on traditional marketing solution, but live for people’s potential demands people’s acknowledgement of ambiance where product display and service provided. Designers show definite purposes in the process of development and design. By integrating the personal experience through the sensual perception to message can designers create an easy-to-use product.。Alternatively, users judge and experience the products through their sensual perception. Sensual experience is the mixed message of experience and perception, and also the perception receiving of ambiance space. Designers can be aware of users’ needs and design the good products accordingly if they have a good sense of sensual perception although each person has different cultural background and experience. Service quality comes from the measurement gap between customer expectation and customer perception. Based on conceptual model of service quality and five dimensions of SERVQUAL (tangibles, reliability, responsiveness, assurance, and empathy), this research analyzed the differences of service experience and product perception. Through the questionnaires testing customer expectation and perception, this research utilized SERVQUAL, proposed by Parasuman et al.(1988), to analyze five dimensions of costumer satisfaction with target of global chain coffee shops. In the first phase, data of customer expectation to coffee shops service was evaluated. In the second phase, data of customer perception of the coffee shop service was also evaluated. The comparison of the above data indicated the difference of service perception of coffee shops. Cross analysis was then carried out for discovering correlation of variables. The result shows the following conclusions: Among five SERVQUAL dimensions, (1)product designers show significant differences between their expectation and perception on intangble dimensions(reaction and careness)and tangble dimensions (tangibles, reliability, and assurance)than visial designers and space designers do. (2)Designers show the most significant differences between their expectation and perception on reaction dimension and careness dimension. (3)The data dispersedness of service perception shown the most significant differences in dimension of assurance and dimension of empathy, which indicated considerable differences among testers’ attitudes. (4)Iintangible dimensions of service perception shown significant differences among occupations, as well as between female and male.