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論文中文名稱:以顧客體驗觀點評量展覽之服務成效 [以論文名稱查詢館藏系統]
論文英文名稱:Evaluating the Service Effectiveness of Exhibition from Customer Experience Perspective [以論文名稱查詢館藏系統]
院校名稱:臺北科技大學
學院名稱:設計學院
系所名稱:工業設計系創新設計碩士班
畢業學年度:106
畢業學期:第一學期
出版年度:107
中文姓名:湯士賢
英文姓名:TANG, SHIH HSIEN
研究生學號:103588014
學位類別:碩士
語文別:中文
口試日期:2017/12/08
論文頁數:165
指導教授中文名:喬凌浩
口試委員中文名:黃子坤;黃啟梧
中文關鍵詞:展覽顧客體驗服務接觸點顧客旅程行動民族誌
英文關鍵詞:ExhibitionCustomer experienceService touchpointCustomer journeyMobile ethnography
論文中文摘要:策展單位根據目標與目的規畫展覽,但主觀的規劃未必符合觀眾的期待,因此與原先預期的目標產生落差而無法達到展覽的成效。本研究以服務設計的原則與方法,評量展覽觀眾對於參訪體驗的服務成效,期望找出觀眾期待與服務缺口。本研究以國家實驗研究院太空中心的常設展覽,以及北部某科技大學設計相關科系的碩士生為受測對象,首先,以脈絡訪查法了解展覽的服務流程與場域背景;其次,讓受測者於展覽中,將感受到與認為其重要的元素,用手機拍照記錄下來;最後,受測者根據自己紀錄的照片,利用文字描述其拍攝原因、看法與感受程度評量。研究結果顯示,服務設計能有效地評量展覽的服務成效,分別找出對於觀眾重要性較高的接觸點,以及須要改善部分的優先次序。觀眾的具體期待為:對於太空與高科技性質的展覽期待過高、新鮮有趣的互動展示、具有情境塑造的場景、注重展出內容精緻度。服務缺口為參訪的事前準備不足、參訪前期的規劃未引起觀眾期待、解說員功能未充分發揮、核心服務未能滿足觀眾期待。
論文英文摘要:The curators sometimes plan the exhibition subjectively based on the purpose and objectives of the exhibition, which might not be able to meet the visitors’ expectations. When there is a gap between the original and expectations, it could fail to achieve the effectiveness of an exhibition. This paper aims to evaluate the visitors experience in the exhibition based on the principles and methods of service design, in addition to finding out the visitors’ expectations and the service gap of the exhibition. The subjects are masters degree students in department of design from a science technology university. First, we apply the contextual inquiry to understand the overall service process and the scene of the exhibition; Secondly, subjects use phones to take pictures of the elements that they feel positive, negative and neutral during the exhibition visit. Lastly, the visitors write down the reason and thoughts of their own photos, and rate them. The result shows that the service design can evaluate the service effectiveness
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of the exhibition effectively and find out the important touchpoints for visiors. Also, The visitors expectations which are having high expectations for scientific and space exhibitions, interesting interaction of exhibit, the real-life-situations scenes and the visitors being focusing on details of the physical models. Finally, the service gaps are lacking of preparation in advance, the pre-phase of exhibition don’t arouse the visitors expectations, the docent doesn’t exert well and core services can’t satisfy visitors expectations.
論文目次:中文摘要 I
英文摘要 II
誌 謝 IV
目錄 V
表目錄 VIII
圖目錄 IX
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目標與目的 3
1.3 研究範圍 3
1.4 預期貢獻 3
第二章 文獻探討 4
2.1 展覽 4
2.1.1 博物館展覽的定義與目的 4
2.1.2 觀眾研究 5
2.1.3 觀眾服務 8
2.1.4 小結 10
2.2 顧客體驗 11
2.2.1 顧客體驗的定義與內涵 11
2.2.2 體驗線索 12
2.2.3 小節 14
2.3 服務設計 14
2.3.1 服務設計的定義 14
2.3.2 服務設計的工具與方法 18
2.3.2.1 顧客旅程 20
2.3.2.2 行動民族誌 22
2.3.3 小節 23
2.4 文獻結論 24
第三章 研究設計 25
3.1 研究程序架構 25
3.2 研究方法與工具 27
3.2.1 脈絡訪查法 27
3.2.1.1 影子計畫 27
3.2.1.2 訪談法 28
3.2.2 行動民族誌 29
3.3 研究對象、場域與情境 31
3.3.1.1 研究對象與場域 31
3.3.1.2 研究情境 31
3.4 研究實施流程 32
3.4.1 第一階段、前期調查 32
3.4.2 第二階段、正式研究 37
3.5 分析方法 39
3.5.1 分析的理論與方法 39
3.5.2 分析架構 41
第四章 結果分析與討論 42
4.1 評估結果 42
4.2 分析與討論 42
4.2.1 參訪者旅程分析 43
4.2.2 接觸點分析 45
4.2.2.1 體驗線索分類 45
4.2.3 觀眾期待 63
4.2.4 服務缺口 66
第五章 結論與建議 71
5.1 結論 71
5.2 研究限制 72
5.3 後續研究建議 73
參考文獻 74
附錄 82
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論文全文使用權限:同意授權於2018-01-04起公開