服飾零售業中認知腳本與服務藍圖之研究

近年來在服務業的發展，服務流程被視為服務行銷中的核心部份，在服務人員及顧客的互動中，創造出服務的價值，使得服務接觸的議題受到企業格外的重視。本研究目的希望了解消費者心中對服飾零售業的認知腳本，從劇場理論、服務藍圖及服務接觸和顧客的互動之下，可以針對顧客及服務人員對於服務腳本的認知，所產生的服務缺口，加以設計出更完善的服務流程。本研究使用半結構訪談法做為研究方法，研究中針對單一零售店家（位於台南，販售潮流品牌服飾），以來店顧客及門市員工做為受訪對象，針對門市顧客30人，門市服務人員5人，做為研究對象，了解顧客心中與服務人員對於服務過程的認知服務腳本，比較顧客及服務人員對於認知服務腳本中，二者之間的差異，在劇場理論的觀點下，分析出服務接觸的過程分析架構，加以探討服務接觸的互動過程，引用服務藍圖的概念，描述服務接觸的步驟與過程。研究發現在服飾零售服務業中，消費者及服務人員在服務接觸之前，彼此心中都已存有對於服務的認知腳本，但是因為不同的角色對於服務腳本的認知行為會有所不同。值得注意的是，部份顧客的服務腳本中所提及的服務腳本，在部份服務人員的服務腳本中是未被提及的，在服務接觸的管理上，應該要加強服務人員在服務接觸上的教育訓練。再者，本研究針對服飾零售業，發展出服務人員對於流程的基本應答，以及相關的管理表格，以利管理服務流程及腳本。

關鍵字

服務接觸；服務藍圖；認知腳本；劇場理論

並列摘要

In recent years, in the development of service industry, the service process is considered a core part of service marketing. Service value is created during the interaction of the service personnel and customers, making the service encounters capturing extra attention of enterprises. The purpose of this study is that to know the cognitive scripts in the minds of customers and from the dramaturgical theory, service blueprints and service encounters, and to identity the gaps between their scripts to design a better service processes. This study used semi-structured interviews as the research methods. This research is for a single retail store (located in Tainan, sell fashion brand clothing). The store customers and store employees are used as respondents. 30 store customers and 5 store service personnel are interviewed to understand the cognitive service scripts in their minds for the service process and to compare the differences between customers and service personnel from the point of view of dramaturgical theory. The research found that in the clothing retail business, before the encounters between the consumers and the service personnel, they already have their cognitive scripts in each hearts, but because of the different roles, they have different cognitive behaviors in scripts for services. Notably, some service activities mentioned in the script of customers is not mentioned by the personnel. Mangers should improve service education and training on service personnel. Furthermore, this study developed the basic skill of speech in the service process for the personnel and related managerial tables to better manage the service process and scripts.