本文選題：服務設計 + 服務觸點　； 參考：《陜西科技大學》2017年碩士論文

【摘要】：隨著新經(jīng)濟時代的快速發(fā)展,消費者的需求日益趨向個性化、多樣化,設計所面臨的服務形式及內容也不可避免的產(chǎn)生了巨大變化。為了順應時代的發(fā)展,服務設計正逐漸成為能適應新經(jīng)濟形式的設計活動,而且受到越來越多的重視。服務設計中非常重要的一個要素是服務觸點,服務觸點的研究有助于提升整個服務系統(tǒng)的質量和效益。服務設計的最終目的是從戰(zhàn)略的角度提升用戶的體驗,因此服務設計必須以用戶為中心,必須加強對用戶行為、需求、偏好和滿意度的研究。高鐵作為新興的客運模式,高鐵客運站的服務設計關乎一個城市乃至一個國家民眾的公共利益。但是,我國高鐵客運站的服務設計和用戶體驗還遠遠不夠。因此,基于用戶行為的高鐵客運站服務觸點研究對我們來說非常必要。本研究以西安北站為研究對象,從服務設計角度探討一個新問題:“基于用戶行為的西安北站服務觸點研究”。研究以用戶行為為基礎,將服務設計思維與用戶行為理念相結合,通過服務流程中的觸點優(yōu)化設計,以提高西安北站的服務質量和旅客服務體驗。本研究主要分為三個部分:首先,對西安北站進行實地調研,了解西安北站的概況,服務環(huán)境、服務設施、導向標識及西安北站旅客乘車服務流程。在此基礎上,運用服務設計思維方法構建西安北站的服務藍圖,感知西安北站服務觸點,建立服務接觸品質評價指標并對其重要度及滿意度進行問卷調查,最終統(tǒng)計分析獲取西安北站服務觸點的缺口;其次,通過對西安北站旅客進站、購票、安檢、候車和檢票等不同服務環(huán)節(jié)用戶行為進行深入觀察分析,更細致地挖掘西安北站旅客服務流程中服務觸點存在的痛點問題,在此基礎上,對用戶進行訪談并獲取用戶需求的優(yōu)先排名,為西安北站關鍵服務觸點的優(yōu)化提供方向;最后,針對不同環(huán)節(jié)關鍵觸點存在的問題和用戶的需求,構建西安北站用戶旅程圖,結合當下技術支持和服務設計方法的理論指導獲得設計機會點,并通過現(xiàn)有觸點優(yōu)化和新觸點引入兩大方向提出西安北站服務觸點的優(yōu)化方案,最終以服務情景的方式將設計方案視覺化呈現(xiàn)。本研究從用戶行為和用戶需求出發(fā),系統(tǒng)性的將服務設計、服務觸點的思維和方法導入西安北站的旅客服務系統(tǒng),一方面,有助于創(chuàng)造高水平、高效率而與眾不同的服務體驗,有效保障西安北站的服務質量,為旅客營造更好體驗的同時傳遞了一種更積極的價值,進一步提高國民幸福感;另一方面,論文研究的理念和方法對今后客運站旅客服務系統(tǒng)、服務管理等理論研究做出了一定貢獻,具有一定的現(xiàn)實意義和參考價值。
[Abstract]:With the rapid development of the new economic era, the demand of consumers is becoming more and more individualized and diversified, and the service form and content that the design faces has inevitably changed greatly. In order to adapt to the development of the times, service design is gradually becoming the design activity which can adapt to the new economic form, and has been paid more and more attention. Service contact is a very important element in service design. The research of service contact is helpful to improve the quality and benefit of the whole service system. The ultimate goal of service design is to enhance the user's experience from a strategic point of view, so service design must be user-centered, and must strengthen the research on user behavior, needs, preferences and satisfaction. As a new mode of passenger transport, the service design of high-speed railway station is related to the public interests of a city and even a country. However, the service design and user experience of high-speed railway passenger station in China are far from enough. Therefore, it is necessary for us to study the service contact of high-speed railway passenger station based on user behavior. This study takes Xi'an North Railway Station as the research object, and discusses a new problem from the point of view of service design: "Research on service contact based on user behavior" in Xi'an North Railway Station. Based on user behavior, this paper combines service design thinking with user behavior idea and optimizes the design of contact points in service flow to improve service quality and passenger service experience of Xi'an North Railway Station. This research is mainly divided into three parts: first, the field investigation of Xi'an North Railway Station, to understand the general situation of Xi'an North Railway Station, service environment, service facilities, guide signs and Xi'an North Station passenger travel service process. On this basis, the service blueprint of Xi'an North Railway Station is constructed by service design thinking method, the service contact point of Xi'an North Station is perceived, the evaluation index of service contact quality is established, and the importance and satisfaction degree are investigated. Finally, the gap of service contacts of Xi'an North Railway Station is obtained by statistical analysis. Secondly, through the in-depth observation and analysis of the user behavior of different service links, such as entering station, buying tickets, security inspection, waiting train and ticket checking, etc, the passengers of Xi'an North Railway Station are further observed and analyzed. More meticulously excavate the pain point problem of service contact in the passenger service flow of Xi'an North Railway Station, on this basis, carry on the interview to the user and obtain the priority rank of the user's demand, provide the direction for the optimization of the key service contact point of Xi'an North Railway Station; finally, Aiming at the problems of key contacts in different links and the needs of users, the user journey map of Xi'an North Railway Station is constructed, and the design opportunity point is obtained according to the theory of current technical support and service design methods. The optimization scheme of service contact of Xi'an North Railway Station is put forward through the existing contact optimization and the introduction of new contact. Finally, the design scheme is visualized by the way of service scenario. Based on user behavior and user needs, this study systematically introduces the thinking and methods of service design and service contact into the passenger service system of Xi'an North Railway Station. On the one hand, it helps to create a high level, high efficiency and distinctive service experience. Effectively ensuring the service quality of Xi'an North Railway Station, creating a better experience for tourists and delivering a more positive value, further improving the national happiness; on the other hand, the ideas and methods studied in this paper will be helpful to the passenger service system of passenger transport stations in the future. The service management theory research has made certain contribution, has certain realistic significance and the reference value.
【學位授予單位】：陜西科技大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：U293.3

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