應用服務藍圖及顧客旅程優化汽車租賃業之服務流程: 以某汽車租賃業為例;Applying Service Blueprint and Customer Journey Optimization for the Car Rental Business :Take a Company as a Case

NCU Institutional Repository > 管理學院 > 資訊管理學系碩士在職專班 > 博碩士論文 > Item 987654321/89893

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题名:	應用服務藍圖及顧客旅程優化汽車租賃業之服務流程: 以某汽車租賃業為例;Applying Service Blueprint and Customer Journey Optimization for the Car Rental Business :Take a Company as a Case
作者:	胡家幀;Chia-Cheng HU
贡献者:	資訊管理學系
关键词:	服務藍圖;顧客旅程;服務流程;Customer journey;Service Blueprint;Service process
日期:	2022-08-10
上传时间:	2022-10-04 12:03:45 (UTC+8)
出版者:	國立中央大學
摘要:	台灣汽車租賃產業現況發展趨於成熟的階段，面對科技不斷演變的現今，虛實整合的通路新型態也不斷推陳出新，從線上到線下到全通路的整合，商業模式變得越來越複雜及多元化。為了讓消費者有一致的服務體驗，消費者在線上或線下門市的每個服務接觸點中，提供消費者優質的用車體驗及附加價值，讓消費者在每個服務接觸點，都能夠獲得滿意服務體驗。在當今以顧客至上的服務創新時代，優化消費者體驗不僅是新科技的功能導入服務流程，更應該以消費者的視角重新審視服務流程的痛點，分析消費者在整體租車體驗旅程的行為，深入了解目前汽車租賃業的服務流程，強化消費者的服務體驗，更是企業不容忽略的重要議題。本研究針對此議題，以汽車租車業 C 公司為個案研究對象，從中瞭解汽車租賃業從「車輛預約」、「取車」、「還車」及「顧客回饋」現有服務傳遞及其缺失，繪製顧客旅程深入了解消費者接觸的痛點，進一步提出優化構想，並以服務藍圖設計改善優化整體服務流程，重新建置服務藍圖並檢視整體服務流程。最後提出汽車租賃業新科技服務接觸點的多元化、打造高回購率的會員制度、提供一致性的服務體驗。期望研究結果對汽車租賃公司在提昇及改善服務傳遞品質有所幫助。 ;In order to provide consumers with a consistent service experience, consumers are provided with a quality car experience and added value at each service contact point in both online and offline stores. In today′s era of customer-oriented service innovation, optimizing the consumer experience is not about the introduction of new technology features into the service, but also about re-examining the pain points from the perspective of consumers, analyzing the behavior of consumers during the overall car rental experience, gaining a deeper understanding of the current service process of the car rental industry, and strengthening the service experience of consumers, which is an important issue that enterprises should not ignore. In this study, Company C of the car rental industry was used as a case study to understand the existing service delivery and service delivery deficiencies in the car rental industry from "vehicle reservation", "car pickup", "car return" and "customer feedback", to map out the customer journey to understand the consumer contact pain points, to further propose optimization ideas, to optimize the overall service process with service blueprint design, and to re-build the service blueprint to review The overall service process. Finally, the study proposes to diversify the service contact points of new technology in the car rental industry, create a membership system with high repurchase rate, and provide a consistent service experience. It is expected that the results of the study will be helpful to the car rental company in improving the service delivery quality.
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