服務型機器人於新零售創新應用之服務設計思考

Service Design Thinking for Applying Service Robots in New Retail Innovation

服務型機器人為大數據、演算法及雲端技術高度整合的人工智慧新科技，可應用於協助新零售業者提高服務品質及效率。本研究透過服務設計思考的流程，定義服務型機器人應用於新零售產業之服務核心及功能。利用狩野模型之雙向問卷，針對所提出之服務核心及功能，建構整合從顧客觀點的滿意程度及客觀的產品機能或功能之二維品質模型，並呈現其整體及虛實通路偏好差異之比較分析。另也透過顧客滿意度係數矩陣分析的量化指標，呈現各項服務功能之發展排序及作為。本研究的成果除能作為未來業界應用發展之參考外，也提出需深化新零售應用之服務型機器的使用者體驗設計、參數分析、及評估服務人員與服務型機器人協作關係之未來研究建議。

The service robot is a new artificial intelligence technology that combines big data, algorithms, and cloud technologies to improve service quality and efficiency. This study uses a service design thinking approach to define the service core and functions of applying service robots in the new retail industry. The two-way questionnaire of the Kano model is applied to build a two-dimensional quality model integrating the customer's satisfaction and the objective product function and a comparative analysis of overall and virtual channel preferences. Furthermore, we use the Customer Satisfaction Coefficient Matrix to present each service function's development priority and choice. The results of this study can serve as a benchmark for future service robot application development in the new retail industry. Future studies suggest improving user experience design, parameter analysis, and evaluation of the collaborative relationship between service workers and service robots for new retail applications.