在服務流程設計中,顧客是為服務帶來價值的要素,在了解顧客的真正需求後才能設計出顧客內心真正需要的東西,故加入顧客意見並且將顧客的需求納入服務流程中便成為一個非常重要的課題。以往的研究僅僅提到顧客參與對於企業的好處,顧客必須如何參與並且參與多深則沒有詳盡的探討,故本研究將詳細定義所謂的顧客參與度,並且根據不同參與程度的顧客來設計不同的標準服務流程,讓企業在設計流程時,依據不同參與程度的顧客來使用不同的流程設計,並且讓顧客評估其流程的可行性,最後再發展其服務流程。經由此過程所發展的服務流程將最為貼近顧客的想法,藉此提高企業與顧客之間的互動性,提高顧客忠誠度。再發展完服務流程後,本研究將以某網路商店為例,透過訪談與實務做驗證,於與文章中所提出的服務流程做結合,來讓模式更加完整,期望能同時為企業與顧客帶來實際的貢獻。
In service process, customer is the most valuable element. In order to design what the customer really wants, the designer should listen to the customer. Previous studies mention mainly about the benefits of customer participation, but to what degree of participation customer can and should involve is seldom investigated. This study investigates related literature and defines the customer participation and its various levels for the use in the service design. The service design will be different according to different level of customer participation. The designed process will be closest to what customer wants. It is intended for the enterprise to increase the customer satisfaction and to retain customer loyalty. An online flower store and some other service processes are elaborated as examples of different customer participation levels. The study expects the insight gained through the holistic study of customer participation can benefit not only the industry, but the customers as well.