基于用户行为的西安北站服务触点研究

发布时间：2018-06-22 20:38

本文选题：服务设计 + 服务触点　；参考：《陕西科技大学》2017年硕士论文

【摘要】：随着新经济时代的快速发展,消费者的需求日益趋向个性化、多样化,设计所面临的服务形式及内容也不可避免的产生了巨大变化。为了顺应时代的发展,服务设计正逐渐成为能适应新经济形式的设计活动,而且受到越来越多的重视。服务设计中非常重要的一个要素是服务触点,服务触点的研究有助于提升整个服务系统的质量和效益。服务设计的最终目的是从战略的角度提升用户的体验,因此服务设计必须以用户为中心,必须加强对用户行为、需求、偏好和满意度的研究。高铁作为新兴的客运模式,高铁客运站的服务设计关乎一个城市乃至一个国家民众的公共利益。但是,我国高铁客运站的服务设计和用户体验还远远不够。因此,基于用户行为的高铁客运站服务触点研究对我们来说非常必要。本研究以西安北站为研究对象,从服务设计角度探讨一个新问题:“基于用户行为的西安北站服务触点研究”。研究以用户行为为基础,将服务设计思维与用户行为理念相结合,通过服务流程中的触点优化设计,以提高西安北站的服务质量和旅客服务体验。本研究主要分为三个部分:首先,对西安北站进行实地调研,了解西安北站的概况,服务环境、服务设施、导向标识及西安北站旅客乘车服务流程。在此基础上,运用服务设计思维方法构建西安北站的服务蓝图,感知西安北站服务触点,建立服务接触品质评价指标并对其重要度及满意度进行问卷调查,最终统计分析获取西安北站服务触点的缺口;其次,通过对西安北站旅客进站、购票、安检、候车和检票等不同服务环节用户行为进行深入观察分析,更细致地挖掘西安北站旅客服务流程中服务触点存在的痛点问题,在此基础上,对用户进行访谈并获取用户需求的优先排名,为西安北站关键服务触点的优化提供方向;最后,针对不同环节关键触点存在的问题和用户的需求,构建西安北站用户旅程图,结合当下技术支持和服务设计方法的理论指导获得设计机会点,并通过现有触点优化和新触点引入两大方向提出西安北站服务触点的优化方案,最终以服务情景的方式将设计方案视觉化呈现。本研究从用户行为和用户需求出发,系统性的将服务设计、服务触点的思维和方法导入西安北站的旅客服务系统,一方面,有助于创造高水平、高效率而与众不同的服务体验,有效保障西安北站的服务质量,为旅客营造更好体验的同时传递了一种更积极的价值,进一步提高国民幸福感;另一方面,论文研究的理念和方法对今后客运站旅客服务系统、服务管理等理论研究做出了一定贡献,具有一定的现实意义和参考价值。
[Abstract]:With the rapid development of the new economic era, the demand of consumers is becoming more and more individualized and diversified, and the service form and content that the design faces has inevitably changed greatly. In order to adapt to the development of the times, service design is gradually becoming the design activity which can adapt to the new economic form, and has been paid more and more attention. Service contact is a very important element in service design. The research of service contact is helpful to improve the quality and benefit of the whole service system. The ultimate goal of service design is to enhance the user's experience from a strategic point of view, so service design must be user-centered, and must strengthen the research on user behavior, needs, preferences and satisfaction. As a new mode of passenger transport, the service design of high-speed railway station is related to the public interests of a city and even a country. However, the service design and user experience of high-speed railway passenger station in China are far from enough. Therefore, it is necessary for us to study the service contact of high-speed railway passenger station based on user behavior. This study takes Xi'an North Railway Station as the research object, and discusses a new problem from the point of view of service design: "Research on service contact based on user behavior" in Xi'an North Railway Station. Based on user behavior, this paper combines service design thinking with user behavior idea and optimizes the design of contact points in service flow to improve service quality and passenger service experience of Xi'an North Railway Station. This research is mainly divided into three parts: first, the field investigation of Xi'an North Railway Station, to understand the general situation of Xi'an North Railway Station, service environment, service facilities, guide signs and Xi'an North Station passenger travel service process. On this basis, the service blueprint of Xi'an North Railway Station is constructed by service design thinking method, the service contact point of Xi'an North Station is perceived, the evaluation index of service contact quality is established, and the importance and satisfaction degree are investigated. Finally, the gap of service contacts of Xi'an North Railway Station is obtained by statistical analysis. Secondly, through the in-depth observation and analysis of the user behavior of different service links, such as entering station, buying tickets, security inspection, waiting train and ticket checking, etc, the passengers of Xi'an North Railway Station are further observed and analyzed. More meticulously excavate the pain point problem of service contact in the passenger service flow of Xi'an North Railway Station, on this basis, carry on the interview to the user and obtain the priority rank of the user's demand, provide the direction for the optimization of the key service contact point of Xi'an North Railway Station; finally, Aiming at the problems of key contacts in different links and the needs of users, the user journey map of Xi'an North Railway Station is constructed, and the design opportunity point is obtained according to the theory of current technical support and service design methods. The optimization scheme of service contact of Xi'an North Railway Station is put forward through the existing contact optimization and the introduction of new contact. Finally, the design scheme is visualized by the way of service scenario. Based on user behavior and user needs, this study systematically introduces the thinking and methods of service design and service contact into the passenger service system of Xi'an North Railway Station. On the one hand, it helps to create a high level, high efficiency and distinctive service experience. Effectively ensuring the service quality of Xi'an North Railway Station, creating a better experience for tourists and delivering a more positive value, further improving the national happiness; on the other hand, the ideas and methods studied in this paper will be helpful to the passenger service system of passenger transport stations in the future. The service management theory research has made certain contribution, has certain realistic significance and the reference value.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：U293.3

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