| 朱意灏,徐海豪,吴剑锋,李玮.基于服务“再设计”理论的实践项目研究[J].包装工程,2018,39(8):100-107. |
| 基于服务“再设计”理论的实践项目研究 |
| Practice Research Based on Service "Re-Design" Strategy |
| 投稿时间：2017-12-30 修订日期：2018-04-20 |
| DOI：10.19554/j.cnki.1001-3563.2018.08.021 |
| 中文关键词: 服务体验 服务“再设计” 多渠道环境 转换成本 |
| 英文关键词: service experience service "re-design" multi-channel environment conversion cost |
| 基金项目:浙江省哲学社会科学规划项目（16NDJC216YB） |
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| 中文摘要: |
| 目的 针对当前多渠道环境下广泛存在的消费者跨渠道搭便车问题，探寻可行的服务应对策略，为企业提供整体性的服务解决方案。方法 通过文献调研，对消费者搭便车行为的影响因素和应对策略等相关研究进行分析、归纳和总结进行设计。结果 应用多渠道服务设计的原则和方法，将搭便车行为中的“感知转换成本”和“体验”两大关键因素纳入设计考量，从服务触点、服务体验、服务评价3个方面，提出多渠道服务“再设计”的原则和方法。最后将原则和方法应用到浙江某木门企业的服务“再设计”项目中加以验证。结论 通过服务“再设计”的方法，在保证消费者服务体验满意度的同时，提示消费者转换渠道提供者（企业）可能存在的转换成本，继而减少消费者的搭便车行为，最终保证企业利益。 |
| 英文摘要: |
| Nowadays, with the widespread consumer "Free-riding" problem, it explores a feasible service response strategy and provides an overall service solution for the enterprise. By literature research. The related research on the influencing factors and coping strategies of the consumer hitchhiking behavior is analyzed, summed up and summarized. Applying the principle and method of multi-channel service design, the two key factors of "perception conversion cost" and "experience" in the behavior of hitchhiking are included in the design consideration. From 3 aspects of service contact, service experience and service evaluation, the principle and method of "redesign" of multi-channel service are put forward. Finally, the principles and methods applied to a wooden door in Zhejiang service re-design projects are verified. Through the service redesign method, while ensuring the satisfaction degree of customer service experience, it prompts consumers to transform the transformation cost of channel providers (enterprises), and then reduces consumers' free riding behavior, so as to ensure the interests of enterprises. |
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