【摘要】：隨著服務(wù)經(jīng)濟(jì)的興起,服務(wù)管理已經(jīng)成為研究的熱點(diǎn)。服務(wù)設(shè)計(jì)作為服務(wù)管理的第一步,是服務(wù)管理的重要基礎(chǔ)。當(dāng)今市場競爭日益激烈,顧客對服務(wù)的期待也越來越高,需求越來越復(fù)雜,如何使服務(wù)產(chǎn)品與市場相匹配以更好地滿足顧客的需求,成為服務(wù)企業(yè)獲得競爭優(yōu)勢所必須解決的關(guān)鍵問題。但是目前服務(wù)企業(yè)在進(jìn)行服務(wù)設(shè)計(jì)時(shí)還未能科學(xué)規(guī)范地將顧客需求有效地融入到服務(wù)產(chǎn)品中去,具有很大的隨意性與偶發(fā)性,使得后期的服務(wù)設(shè)計(jì)以及服務(wù)傳遞階段經(jīng)常出現(xiàn)大更改與錯(cuò)誤,從而服務(wù)質(zhì)量不能得到保證,企業(yè)往往陷入巨大投入和有限收益的尷尬境地。因此,如何全面、準(zhǔn)確地獲取顧客需求,進(jìn)行科學(xué)、規(guī)范的服務(wù)設(shè)計(jì)使顧客需求低成本、高效率地轉(zhuǎn)換為服務(wù)質(zhì)量,成為企業(yè)的重要競爭點(diǎn)。 質(zhì)量功能展開(QFD)是一種系統(tǒng)的產(chǎn)品設(shè)計(jì)方法和質(zhì)量保證方法,它能夠有效獲取顧客需求,從產(chǎn)品設(shè)計(jì)階段開始就進(jìn)行質(zhì)量管理。本文對服務(wù)設(shè)計(jì)的要素與流程進(jìn)行了分析,在服務(wù)包設(shè)計(jì)模型和服務(wù)藍(lán)圖設(shè)計(jì)模型的基礎(chǔ)下融合QFD理論建立了服務(wù)設(shè)計(jì)改進(jìn)模型并進(jìn)行了優(yōu)化分析,并針對改進(jìn)模型,運(yùn)用顧客訪談、問卷調(diào)查等方法獲取顧客需求,采用AHP法對顧客需求的權(quán)重進(jìn)行評判,將顧客需求轉(zhuǎn)換為服務(wù)技術(shù)要素,再通過質(zhì)量屋的構(gòu)建,確定服務(wù)技術(shù)要素的重要度,并在資源與時(shí)間的約束條件下,對服務(wù)技術(shù)要素改進(jìn)率求使顧客滿意度最大化的最優(yōu)解。本文對基于QFD進(jìn)行服務(wù)產(chǎn)品設(shè)計(jì)的過程進(jìn)行了詳細(xì)研究,將5W1H法、KJ法、AHP法、系統(tǒng)聚類分析法等方法與QFD結(jié)合起來,使服務(wù)設(shè)計(jì)的過程更加科學(xué)合理,并選取了網(wǎng)上機(jī)票預(yù)訂服務(wù)產(chǎn)品的設(shè)計(jì)作為案例進(jìn)行分析,得到了航空網(wǎng)上訂票服務(wù)的服務(wù)技術(shù)要素及其權(quán)重。本文對基于QFD的服務(wù)設(shè)計(jì)方法進(jìn)行了補(bǔ)充與拓展,為現(xiàn)實(shí)中的企業(yè)進(jìn)行服務(wù)設(shè)計(jì)提供了一些參考和建議。
[Abstract]:With the rise of service economy, service management has become a research hotspot. As the first step of service management, service design is the important foundation of service management. Nowadays, the market competition is becoming more and more intense, the customer's expectation of service is becoming higher and higher, and the demand is becoming more and more complicated. How to make the service product match with the market to better meet the customer's demand, It becomes the key problem that service enterprises must solve in order to obtain the competitive advantage. However, at present, service enterprises have not been able to integrate customer demand into service products scientifically and normatively, which is random and accidental. As a result, the service design and service delivery stage often appear great changes and errors, so the service quality can not be guaranteed, and enterprises often fall into the embarrassing situation of huge investment and limited income. Therefore, how to comprehensively and accurately obtain customer demand, carry on scientific, standard service design, make customer demand low cost, high efficiency transform into service quality, become the important competition point of enterprise. Quality function deployment (QFD) is a systematic method of product design and quality assurance. It can effectively obtain customer requirements and carry out quality management from the stage of product design. Based on the service package design model and the service blueprint design model, the service design improvement model is established based on the QFD theory, and the service design improvement model is optimized and analyzed. Using customer interview, questionnaire and other methods to obtain customer demand, AHP method is used to judge the weight of customer demand, the customer demand is converted into service technical elements, and then the importance degree of service technical factor is determined through the construction of quality house. Under the constraints of resources and time, the optimal solution to maximize customer satisfaction is obtained for the improvement rate of service technical elements. In this paper, the process of service product design based on QFD is studied in detail. The methods of 5W1H, KJ, AHP and systematic cluster analysis are combined with QFD to make the process of service design more scientific and reasonable. The design of online ticket booking service is selected as a case study, and the service technical elements and their weights of airline online booking service are obtained. In this paper, the service design method based on QFD is supplemented and extended, which provides some references and suggestions for the service design of enterprises in reality.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F719

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