| Summary: | 碩士 === 國立政治大學 === 科技管理與智慧財產研究所 === 106 === Abstract
Service innovation is primarily about improving customer service. Therefore, customer journey mapping had become a commonly used management tool in modern days. On the one hand, we can understand how to improve service through users; on the other hand, by understanding user behavior can help provider came out with a new service model. Today's literature focus merely on analyzing customer contact points within the service process so as to identify the entry point of service innovation; or to analyze user behavior in order to recognize customers’ potential needs. However, the existing concepts and practices seem to ignore customers’ ‘precision experience’; that is, analyzing customer experience in service journey on the premise of targeting specific groups of customer with precision. Moreover, although customer journey mapping needs to take into account of process efficiency and user needs, but we are not entirely sure whose perspective it is in observing journey. Even a customer journey is mapped out, it is uncertain whether designers really understand customers’ pain points and distill needs from these points; or whether such a journey is mapped out based on designers’ biased expectation, deviated from practical reality. In this thesis, we will reexamine the method of customer journey through the ‘affection divided’ perspective. This case investigates customer experience towards membership service of a retail mall and examines the gap between the current service and customer expectation in the journey. In terms of conceptual contribution, this study proposes a new mode of customer journey mapping, by examining customers’ past experience as referential points in order to understand their emotional feeling. This research points out, mapping customer journey without precise targets, user needs would be vague and pain points would be unclear. Practically, this study alters method of customer journey mapping by considering users’ past experience and emotional variation; meanwhile, it proposes possible ways to bring about service innovation in retailing sector.
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