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研究生： 劉筱禎
論文名稱： 於有限服務價值環境下之最優顧客控制感服務互動設計研究- 以鷹鴿賽局為基礎
Hawk-dove game based interactive design in value bounded context for customer optimized control
指導教授： 苑守慈
學位類別： 碩士
Master
系所名稱： 商學院 - 資訊管理學系
Department of Management Information System
論文出版年： 2009
畢業學年度： 97
語文別： 英文
論文頁數： 126
中文關鍵詞： 客戶期望 、有限服務價值環境 、鷹鴿賽局 、服務互動設計
相關次數： 點閱：111  下載：36 
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    • 隨著體驗經濟時代的來臨，越來越多的顧客勇於追求自己心目中所想要的產品與服務。不同於過去只能被動的接受現有的服務，顧客希望能夠參與服務流程並獲取更多控制感。另一方面，企業也希望能夠提供更好的服務以滿足客戶，但所面臨的兩難卻是在既得利益、成本與客戶滿意之間取得平衡，此問題在寡占市場中尤其明顯。因為寡占廠商通常不願意付出更多的成本，這使得整個市場環境可說是一個有限服務價值的環境，如何在有限的資源中滿足客戶並維持利益成為一個待解決的問題。本研究提出一個服務互動設計的機制，希望藉由客戶期望與情緒的管理，並以鷹鴿賽局為基礎計算、設計出一系列的服務旅程，能夠以較少的成本滿足客戶的心理與控制感的需求。
    本研究所提出的機制包含三大模組分別是：期望因子決策模組、鷹鴿賽局模組以及服務方案決策模組。此機制分析顧客的需求喜好，利用鷹鴿賽局演算法找出對客戶最有影響的期望因子，並適當的安排期望因子於服務旅程中，讓客戶在體驗服務的過程中能夠因期望的改變得到較佳的滿意。本系統之預期貢獻為:(1) 利用創新的互動設計機制為所有服務參與者帶來最佳利益。 (2) 從期望管理方面出發，提出一個新的服務設計發展方向。

    Chapter 1 Introduction....................................1
    1.1 BACKGROUND AND MOTIVATIONS............................1
    1.2 RESEARCH QUESTION AND PURPOSE.........................3
    1.3 RESEARCH METHOD.......................................5
    1.4 CONTENT ORGANIZATION..................................7
    Chapter 2 Literature review...............................8
    2.1 EXPECTATION MANAGEMENT................................8
    2.1.1 Customer service expectation........................9
    2.1.2 Determinants of customer expectation of service....11
    2.2 IMPORTANCE OF EMOTIONS...............................13
    2.3 HAWK AND DOVE GAME...................................14
    Chapter 3 Motivating Application.........................18
    3.1 THEORETICAL MODEL....................................18
    3.2 UNDERPINNING CONTROL MECHANISM.......................19
    Chapter 4 Methodology....................................24
    4.1 MOTIVATING CONCEPTS..................................24
    4.1.1 Design Logic.......................................25
    4.2 THE OBJECTIVE........................................26
    4.3 HAWK-DOVE GAME BASED INTERACTION DESIGN FOR OPTIMIZED CONTROL..................................................28
    4.3.1 Determinant decision module........................28
    4.3.2 Hawk-Dove game module..............................28
    4.3.3 Solution selection module..........................40
    4.4 SUMMARY OF THE METHODOLOGY...........................42
    Chapter 5 An Application.................................45
    5.1 EXHIBITION INDUSTRY AS AN EXAMPLE....................45
    5.1.1 Scenario...........................................48
    5.1.2 The Control Logic..................................57
    Chapter 6 Experiment Design and Result...................65
    6.1 SYSTEM EXPERIMENT SCENARIO...........................65
    6.2 OBJECTIVE OF SYSTEM EXPERIMENT.......................69
    6.2.1 Objective..........................................69
    6.2.2 Parameter design...................................71
    6.2.3 Experiment design..................................75
    6.3 SYSTEM EXPERIMENT EVALUATION.........................77
    6.4 THE COMPARISON RESULT................................97
    Chapter 7 Conclusion....................................101
    7.1 CONTRIBUTION AND MANAGERIAL IMPLICATIONS............103
    7.2 LIMITATION..........................................104
    7.3 FUTURE WORK.........................................104
    Appendix................................................106
    Reference...............................................114

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