顾客融入视角下服务价值共创的类型、维度及效果

丁熊

包装工程(设计栏目) ›› 2023, Vol. 44 ›› Issue (6) : 25-32.

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包装工程(设计栏目) ›› 2023, Vol. 44 ›› Issue (6) : 25-32. DOI: 10.19554/j.cnki.1001-3563.2023.06.003

顾客融入视角下服务价值共创的类型、维度及效果

  • 丁熊
作者信息 +

Types, Dimensions and Effects of Service Value Co-creation from the Perspective of Customer Engagement

  • DING Xiong
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摘要

目的 在服务设计与整合创新语境下,讨论如何实现服务价值共创的过程,以及如何评价共创的结果。方法 从顾客融入视角,根据卷入度的不同,将服务共创行为划分为“共同完成任务”的参与式共创、“建立长期关系”的融入式共创以及“获得短暂友谊”的其他类型共创;同时指出服务价值共创行为是多元的、复杂的,可从认知、情感、行为三个维度展开;建议从强度和时间两个维度来评估共创的效果。结论 服务价值共创“类型-维度-效果”研究框架的构建,完善了服务设计中传递阶段的理论基础,为服务设计师通过合理的流程和触点设计降低“服务体验不确定性”提供了方法论依据。

Abstract

The work aims to discuss how to realize the process of service value co-creation and how to evaluate the results of co-creation in the context of service design and integrated innovation. From the perspective of customer engagement, according to different degrees of involvement, service co-creation behavior was divided into Participatory Co-creation of "jointly completing tasks", Engaged Co-creation of "establishing long-term relationships" and other co-creation types of "obtaining short-term friendship". At the same time, it was pointed out that Service Value Co-creation was diversified and complex, which could be carried out from three dimensions:cognitive, emotional and behavioral. It was recommended to evaluate the effect of service co-creation from two dimensions of intensity and time. The construction of "Type-Dimension-Effect" research framework for Service Value Co-creation has improved the theoretical basis of the delivery stage in service design, and provided a methodological basis for service designers to reduce the "uncertainty of service experience" through reasonable process and touchpiont design.

关键词

服务设计;服务价值共创;顾客融入;“类型-维度-效果”框架

Key words

service design; Service Value Co-creation; customer engagement; Type-Dimension-Effect Framework

引用本文

导出引用1
丁熊. 顾客融入视角下服务价值共创的类型、维度及效果[J]. 包装工程. 2023, 44(6): 25-32 https://doi.org/10.19554/j.cnki.1001-3563.2023.06.003
DING Xiong. Types, Dimensions and Effects of Service Value Co-creation from the Perspective of Customer Engagement[J]. Packaging Engineering. 2023, 44(6): 25-32 https://doi.org/10.19554/j.cnki.1001-3563.2023.06.003

基金

广东省哲学社会科学“十三五”规划2020年度学科共建项目《服务设计视阈下的粤港澳大湾区文旅融合创新策略研究》(GD20XYS16)

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