The Service Design of Yue-Lao Faith Culture - Four Cases of the Matchmaker Temple in Central Taiwan

• Main Authors: Hsiang-Chun Lin, 林香君
• Other Authors: Shyh-Huei Hwang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/ezrq6a

碩士 === 國立雲林科技大學 === 創意生活設計系碩士班 === 102 === Before 1980, Taiwan was conservative in social folk custom so that matchmaker was not a popular worship in temples at that time. However, it is very common to visit matchmaker under the transformation of modern social atmosphere, making temples provide worship ceremony or major worship to matchmaker and even offer special services to meet the requirements of believers for good match for marriage. The operational methods are worthy of research. From the perspective of service design, the study explored the service types and contents of four matchmaker temples in central Taiwan and made a comparison on service of assisted worship ceremony and major worship to matchmaker, expecting to gather related research results of matchmaker belief. By literature review and in-depth interview and participant observation, the interview data gathered from four matchmaker temples were decoded and classified to facilitate the follow-up analysis on service and design methods of assisted worship and major worship to matchmaker temples with the analysis boundaries of before, during and after the experience of service blueprint. It is found from the research results that assisted worship and major worship to matchmaker temple are similar in service design, including 8 points. Before the experience: 1. Basic service follows the traditional methods, 2. Special service is creative and close to service design ideas; during the experience:3. Newly-added modern symbols are of guidance function, 4. Entertainment space is set to add efficacious field atmosphere, 5. Goods design is highly dependent on religious rituals or experience behavior obtaining to enhance goods efficaciousness, 6. Experience activity is of education and love psychological guidance functions; after the experience: 7. Field construction is a kind of perfect publicity marketing method, 8. Carry on service remedy and reduce believers’ frustration of not praying good match for marriage. However, there exist a lot of differences such as organizational mode of temple party, space unit, resource conditions and difference on matchmaker status, causing matchmaker temple is inclined to human-oriented service design. Moreover, with the support and cooperation of public sectors and external units, it stresses on public benefits and overall planning ideas. For major worship to matchmaker temple, it lays particular emphasis on matchmaker instruction and Taoist ritual development service design. Although this kind of method makes creative service more rational and efficacious, non-rational or negative dispute images still exists.