The research of mobile service design in performing arts center-Take National Theater & Concert Hall as an example

• Main Authors: Hsu, Mei-Lin, 許美玲
• Other Authors: CHIU, KUANG-HUI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/kj4c96

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 106 === Performing art is a collective experience with a group of spectators connecting with the senses, emotions, and thoughts of performers at the particular place. Furthermore, since the performance cannot be repeated due to various factors, every time of show is unique. The performance venues can generally be divided into three parts: performance stage, performance support and service system. Among the service system, the quality of the experiences for the audiences mainly depends on the design of services system including the services of ticket system, and the route from the way to the venue, the ticket gate, cloakroom hall, and restaurants. With the growth of Penetration for mobile devices, and the continuous advance of the technology, in order to improve the quality of experience for their audiences, it is necessary for the performing arts venues to launch the comprehensive service of App Action Service. According to the case of “OpenArts- and Show Together” audience journey service app developed by the National Theater and Concert Hall in 2017, This research will place emphasis on the functional elements of the Performing Arts Stadium Mobile App, the needs of the audience for using the Kano two-dimensional quality model, and the analysis of the quality satisfaction coefficient, between the audiences who have utilized the App, and who haven’t used the App before. Due to the difference of service requirements, the performing arts venues can efficiently realize the key factors for the requirements of mobile services to the audiences. According to the research results, the viewers who have downloaded the App in the 20 Apparel Attributes of Service Quality include nine attractive types, three one-dimensional types, and eight indifferent types; the audiences who hasn't downloaded the App, consist of eleven attractive types, and three one-dimensional types, and six indifferent types; the analysis of combining these two kinds of audiences are composed eleven attractive types, three one-dimensional types, and six indifferent types; the factors of same quality in both kinds of audiences include seven common attractive types, and three one-dimension types, four indifferent types. In addition, according to the results which combine all the dates for different kinds of audiences of the analysis on the customer's quality satisfaction coefficient matrix, there are seven quality factors of mobile service that are the key factors in improving the quality of the audience service. Therefore, the consequence of this study can be the recommendations for the National Theater and Concert Hall’s App Transportation Institute, which will serve as a reference for future performance art venues.