汽車銷售智能服務體驗旅程與服務作業優先改善模式研究

Research on intelligent service experience journeys and service operation priority improvement models for automobile sales

隨著人工智慧與數位科技的快速發展，汽車銷售產業的競爭已由產品導向逐步轉向以顧客旅程為核心的智能服務體驗。然而，既有研究多著重於單一服務接觸點或技術應用，對於顧客在整體購車旅程中之智能服務體驗需求如何系統性轉化為具體服務作業項目，仍缺乏整合性分析架構。為彌補此一研究缺口，本研究以汽車銷售公司為研究情境，建構一套結合顧客旅程觀點與智能服務體驗導向的分析流程，探討顧客需求、服務設計與經營決策之間的結構性關係。研究方法與資料分析部分，則是透過文獻蒐集並分析顧客需求，萃取汽車銷售情境下之智能服務體驗需求項目，並運用層級分析法（AHP）評估其相對重要性。進一步將顧客需求系統性轉換為汽車銷售公司可執行的智能服務作業項目，並透過重要性－績效分析（IPA）辨識各服務作業項目的優先改善順序與策略定位。

With the rapid advancement of artificial intelligence and digital technologies, competition in the automobile sales industry has shifted from a product-oriented focus to an intelligent service experience centered on the customer journey; however, prior studies mainly examine isolated touchpoints or technologies and lack an integrated framework that systematically translates customer experience needs across the entire purchasing journey into actionable service operations. To address this gap, this study investigates an automobile sales company and develops an analytical process integrating customer journey and intelligent service perspectives, identifies key service experience demand items through literature review, evaluates their relative importance using the Analytic Hierarchy Process, converts them into executable intelligent service initiatives, and applies Importance–Performance Analysis to determine strategic priorities and improvement directions, thereby strengthening managerial decision-making and aligning service design with customer value co-creation objectives in rapidly evolving digital markets and ecosystems.