汽車維修服務設計之研究：移情圖與服務藍圖之運用

A Service Design of Automobile Maintenance Service:An Application of Empathy Map and Service Blueprinting

陳彥妏(YEN-WEN CHEN)

指導教授 ： 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2019年)

摘要

當服務失誤發生時，企業最常採取服務補救行動，雖能解決當下顧客之問題與處理其不滿情緒，但卻未能有效避免問題再次發生。使用者導向之服務設計已被視為是一種以人為本的創新設計趨勢，不僅能同理顧客需求，也能透過改善或建立新服務流程而解決顧客所面臨的消費痛點。近年來服務提供者逐漸意識到，一個良好的流程須從顧客角度思考，並從中挖掘消費者內心真正的需求。如何發展一個能同理使用者需求的服務流程，成為本研究關注的重點。故本研究目的有三：(1)探討在汽車維修服務業中，什麼原因會引發消費者顧客抱怨？(2)運用移情圖探討消費者在汽車保修服務流程中感受到之痛點與期待為何？(3)探討如何運用服務藍圖建構汽車保修服務流程？如何改善流程中消費者感受？為此，本研究先透過隨機抽樣A汽車公司之140份客訴資料，經由內容分析法找出八種客訴原因；其次，透過深度訪談與觀察記錄法，運用移情圖挖掘四位回廠顧客之痛點與期待；最後，再運用使用者研究得到之痛點與期待，發展出以顧客需求為基礎的服務藍圖。除在服務藍圖中呈現使用者之痛點，也進一步提出服務流程改善之作法作為實務建議。

關鍵字

服務設計 ； 服務藍圖 ； 移情圖 ； 汽車維修 ； 顧客抱怨

並列摘要

When service failures occur, companies often take service remedial actions. Although they can solve the current customer problems and deal with their dissatisfaction, they fail to effectively prevent the problem from happening again. User-oriented service design has been seen as a people-oriented and innovative design trend that not only meets customer needs, but also addresses the consumer pain points faced by customers by improving or establishing new service processes. In recent years, service providers have come to realize that a good process must be considered from the perspective of customers and tap into the real needs of consumers.How to develop a service process that can meet the needs of users has become the focus of this research. Therefore, there are three purposes for this study: (1) Exploring what causes consumer complaints in the auto repair service industry? (2) Using the empathy map to explore the pain points and expectations of consumers in the car warranty service process? (3) Exploring how to use the service blueprint to construct a car warranty service process? How to improve the consumer experience in the process?Finally, using the customer complaint data of the analysis and the interview results through the analysis of the empathy map, the service blueprint based on the customer's needs is developed, and the pain points in the service blueprint are reviewed and the original service process is improved.The results of the study show that customers are prone to problems and pain points in the service process, and through the improvement of the customer demand-oriented service blueprint, propose to provide the car manufacturer with specific business practices.

並列關鍵字

Service Design ； Map and Service Blueprinting ； Application of Empathy ； Automobile ； Customer complaints

參考文獻

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