以顧客知識協助新服務開發前端階段

Eliciting Customer Knowledge in the Fuzzy Front-End of New Service Development

楊芷涵(YANG, CHIHHAN)

指導教授 ： 嚴秀茹

國立清華大學/科技管理學院/服務科學研究所/碩士(2013年)

https://doi.org/10.6843/NTHU.2013.00117

摘要

隨著科技與商業趨勢的變化，有許多服務性的企業開始將注意力放在新服務開發之上，也因此，如何有效地管理開發流程也日顯重要。特別是在新服務開發的模糊前端階段(Fuzzy Front-End)，許多的開發團隊開始在嘗試著讓顧客參與開發流程，藉以協助減少開發時間並使新服務達到最佳化。然而與顧客互動所取得的知識若要能有效地被利用，需要新服務開發團隊擁有不同的能力與資源。
社會資本長久以來被認為對於知識管理有正面的影響，而顧客知識則被視為增進創新、跟進市場潮流的重要策略資源。然而有許多服務性的企業因為沒有能力和自信去合宜地與顧客互動，因而不願意主動去獲取顧客知識。過去研究中，新服務開發在模糊前端的活動尚未被深入探索，同時，要如何轉換獲取的顧客資訊成為可以利用的顧客知識也是長期受到忽略的研究主題。
本文期盼能夠深入了解當前企業在模糊前端階段如何獲取、分享及利用顧客知識，因此將會透過整合過去研究結果與個案研究方法以探索顧客與新服務開發團隊的實際互動活動。研究結果發現，在新服務開發前端階段開發團隊會透過不同的來源與介面來蒐集顧客知識，而團隊的內的顧客知識管理將會受到團隊的社會資本影響。

關鍵字

新服務開發 ； 模糊前端 ； 新服務開發團隊 ； 顧客知識管理 ； 顧客互動 ； 社會資本 ； 結構資本 ； 關係資本 ； 認知資本 ； 個案研究

並列摘要

Since the new service development (NSD) has attracted most of service firm’s attention, how to effectively manage the development process is very important. Especially in the front-end stage of the NSD, some of the development teams try to involve customer in the process in order to reducing cycle times and optimizing new services. However, the effectively use of obtained knowledge from customer interaction will depend on the new service development team’s (NSD team) capacity.
The social capital has long been recognized can positively affect the knowledge management. Customer knowledge is accepted as a key strategic resource to improve innovation and to coordinate with emerging market trend, though most of the service firms still unwilling to collect knowledge from customers for they don’t know how to interact with customers correctly. Over the past research, the actual front-end activities have not been in-depth studied, in addition, how to convert the obtained information into usable knowledge is another neglected research issues.
Therefore, the purpose of this study is to explore how enterprises proceed to customer knowledge acquisition, sharing and utilization in the front-end stage of NSD. To answer these questions, we combine insights from extant literature and use case research method to investigate the interaction activities between customers and the new service development team (NSD team). The findings suggest that there are various sources and interfaces can help the NSD team to collect customer knowledge, however, if they want to effectively use the obtained knowledge, the social capital of the team have a major influence on the customer knowledge management among team members.

並列關鍵字

New service development ； Fuzzy front-end ； New service development team ； Customer knowledge management ； Customer interaction ； Social capital ； Relational capital ； Structural capital ； Cognitive capital ； Case Research

參考文獻

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