結合方法－－目的鏈及消費者決策模型進行新興服務體驗流程設計的可行性研究

A Feasibility Study on Developing a Service Experience Design Methodology for Emerging Services by Integrating Means-End Chain and the Consumer Decision-Making Model

服務創新、體驗經濟與全球化，誘發新興服務的快速發展，而如何協助這些業態提升顧客感知價值與服務效能，便成為重要課題。唯現有服務體驗設計研究，多著重成熟服務情境的應用，對於前述情境著墨甚少。為協助彌平此一缺口，本研究結合「方法──目的鏈」與消費者決策領域的EKB模型，提出聚焦新興服務情境、涵蓋六個步驟的服務體驗流程設計方法論。為驗證所提方法論的可行性，本研究以海外第二個家銷售服務為標的，透過概念驗證（PoC）與商業驗證（PoB）等兩階段測試，初步確認其可行性。

The trends of service innovation, experience economy and globalization have resulted in critical economic development concerns in emerging service industries. Therefore, determining how to enable such types of service industries to increase customer perceived value and service efficiency is then regarded as a vital issue. However, current studies on service experience design emphasized little the applications of the aforementioned service context. To bridge this gap, we propose a service experience design methodology for emerging service industries; the proposed approach covered six steps and was developed by integrating means-end chain (MEC) and Engel-Kollat-Blackwell (EKB) model. To examine the feasibility of the proposed methodology, we applied it in the context of overseas second-home selling services. We used data obtained from 30 interviewees to help a leading service provider in Taiwan determine critical customer perceived values and possible relationships with customer segments and experience flows. The results of both proof-of-concept (PoC) and proof-of-business (PoB) examination indicated a positive outcome regarding customer satisfaction and final purchasing behaviors; thus, the proposed methodology is believed feasible in its application.