結合方法目的鏈於服務設計之探討-以女性公路自行車服務為例

本研究為探討如何聚焦女性公路自行車服務所獲得的顧客價值，並提供自行車銷售業者重要顧客價值項目，協助業者提出符合顧客價值的產品與服務。從整體服務情境找出顧客需求與潛在商機，進行服務創新的創意蒐集，經本研究提出結合方法目的鏈於服務設計，讓實際顧客評估新服務創意機會點，聚焦顧客價值，針對服務創新機會點的可行性及市場接受度提早評估，將評估結果作為產品與服務正式建置前的調整基礎。依據「屬性-結果-價值」各要素鏈結關係與顧客提及次數也可作服務創意點執行優序，讓業者有明確方向投入資源，使顧客旅程的體驗更符合顧客需求。本研究整理出女性公路騎行業餘騎士認為重要的經驗感受為「符合期待」、「同好交流」進而讓顧客獲得「愉悅感」價值。本研究中發現，方法目的鏈之「屬性-結果-價值」價值鏈結與服務設計進行結合有兩種方式。第一種方式為，將「屬性-結果-價值」價值鏈結中的「結果」與「屬性」要素，反饋至設計觀點，再重新提出創意點。第二種方式為，利用「屬性-結果-價值」價值鏈結中的「屬性」要素，與未經顧客價值認知步驟所提出的創意點進行對應。

關鍵字

服務設計；顧客價值；方法目的鏈；女性公路自行車

並列摘要

In this research, the customer values obtained from women's road bike services are discussed. Its aim is to assist the bicycle industry by proposing products and services that meet those values by presenting ones that are critical for bicycle sellers. First, customer needs and potential business opportunities were identified from the overall service context to suggest creative and innovative improvements. Second, a combination of the means-end chain (MEC) and service design was proposed. This research’s focus on customer value allowed customers to evaluate the feasibility and market acceptance of the new service. The evaluation results were used as the basis for adjustment before formally establishing products and services. The attribute-consequence-value element relationship and the number of customer mentions were used in the order of priority for improving the creative service. The order of priority gave the industry a clear direction to invest its resources, such as improving the customer experience in line with customer needs. The results of quantitative customer value analysis demonstrate that women road biking amateurs felt “it met my expectations” and “I was able to exchange with like-minded people”. This enabled them to gain the value of “pleasure”. In this research, two methods to integrate the attribute-consequence-value chain based on the MEC and the service design were identified. The first method was to input the "consequence" and "attribute" elements of the chain back into the design perspective to propose a new creative design. The second method was to use the "attribute" element of the chain to correspond to the original creative points proposed through service design.