서비스 디자인에서 ‘적정 서비스’의 시각적 표현의 차이 및 영향요인 분석 = Analysis of Differences and Influencing Factors in the Visual Representation of 'Appropriate Service ' in Service Design

다국어 초록 (Multilingual Abstract)

目前在服務設計中適当服務的研究還在初級階段，適当服務為服務的相關利益者帶來不同層面的好處，既讓消費者體驗到滿意舒適的服務，也給幫助服務提供者降低服務成本進而推動了社會的持續發展。
然而，在實際的服務提供過程中，若缺乏系統性的流程管理，顧客可能會主觀地感知到服務“過度”或“不足”，從而顯著影響其滿意度與品牌忠誠度。所以本研究探討服務設計領域是否存在「適当服務區間」。也就是在這區間的服務被消費者接受，既沒有不足也不會過度。然後對「適当服務」的定義進行了重新說明，最後在日常的服務產業中驗證其是否普遍存在和適用。根據顧客感知日常服務產業適当服務區間的不同視覺化呈現提取了三種現象。在酒店業中呈現非一般化現象。最後，本研究具體分析該行業中適当服務可視化呈现產生的影響因素。
第一階段對服務適足區間是否存在的假設進行了驗證。根據現有的文獻，將服務頻率和顧客滿意度確定本研究的獨立變量和從屬變量。對文獻研究發現，服務頻度對滿意度的影響主要有三種線性關係：正相關、負相關及無顯著相關。本階段研究選擇線上教育為研究對象，採用市場調查和專家訪談的形式提取了該行業服務流程中典型的服務觸點。隨後根據“技術質量”和“功能質量”兩個维度對服務觸點進行了分類，並根據顧客感知的重要性程度進行了排序，1、核心服務 2、適配服務 3、不必要的服務 4、過度服務。
本研究以期望不一致理論為基礎，建立了适当服務區間的理論模型和計算公式。通過計算客戶可接受的最低服務頻率和最高服務頻率的比值來定義適當服務區間的臨界值。本研究引入了驚喜值也就是顧客感知服務最滿意的反應來增加理論模型的可操作性，通過其與適当區間的中點進行位置比較，來確定適当區間的可視化形式。
最後本研究對有在線教育服務經歷的消費者進行了問卷調查。問卷分為三個步驟，第一，評估顧客對整體服務流程體驗的滿意度。第二，評估體驗某一類型服務觸點的滿意度。第三，評估排除某一類型服務觸點而體驗其他類型服務觸點的滿意度。通過統計分析結果發現，問卷信度和效度良好。在線教育服務存在適当區間。第一階段研究結果支持服務設計中存在適当區間的假設，並對適当服務進行了重新定義。
研究第二階段進一步將分析範疇擴展至酒店、快遞與保險三個產業，並與第一階段的線上教育一同構成四個研究對象。採用相同的研究架構與方法，對上述產業進行資料蒐集與分析，以探討適当服務區間於不同服務領域中之存在與其具體視覺形式。研究發現，四個產業均存在適当服務區間，並且顧客對服務頻率變化所表現出的滿意度模式，在各行業間呈現明顯差異。根據適当區間視覺呈現出的不同形態，歸納出三種代表性現象。這三種現象反映了顧客對服務產生的異質性反應。一是適当區間範圍相比其他二者最窄，滿意度的最高值位置偏右並隨着服務頻率增加而上升。二是適当區間範圍相比其他二者最寬，滿意度的最高值位置偏右並且隨着頻率增加趨於穩定。三是隨適当區間相比於其他二者寬度適中，整體形態趨於對稱，滿意度隨着頻率增加而下降。
在適当服務出現的三種現象中，將第二種現象——適当區間範圍相比其他二者最寬，滿意度的最高值位置偏右並隨着頻度增加趨於穩定。確定為非一般化現象。本研究針對出現在酒店服務行業的這一現象，通過文獻研究和實證結果進行了深入的分析整理出七條影響因素，一是頻繁的人際交往和利他歸因。二是由於顧客停留時間長，關係的熟悉度更高。三是顧客對酒店所處地區文虎認知深入。四是酒店樹立了良好的企業形象。五是，顧客體驗服務過程中處於積極的情緒狀態中。六是顧客在服務流程中參与度低，對服務提供水平感知不明顯。七是，其他酒店的服務競爭力低於焦點酒店。通過本研究方法的提出為酒店業以及以情感文化為主導的服務業的設計者和管理者在制定服務策略時提供了可參考的依據。

다국어 초록 (Multilingual Abstract)

At present, the research on appropriate service in service design is still in its infancy. Appropriate service bring different levels of benefits to the relevant stakeholders of the service, which not only allows consumers to experience satisfaction. Comfortable services also help service providers reduce service costs and promote the sustainable development of society. However, in the practical delivery of services, the absence of systematic process management may lead to customers’ subjective perceptions of either excessive or insufficient service. Therefore, this study explores whether there exists an "appropriate service interval" in the field of service design. That is, a service interval within this zone is acceptable to consumers as neither too little nor too much. We then re-define "appropriate service" and, finally, verify its universality and applicability in everyday service industries. Based on different visualizations of the appropriate service interval perceived by customers in everyday service industries, we extracted three phenomena. A "non-generalization phenomenon” is emerging in the hotel industry. Finally, this study specifically analyzes the factors influencing the emergence of appropriate service visualization forms in this industry.
In Step one, we tested the hypothesis regarding the existence of an appropriate service interval. Based on existing literature, service frequency and customer satisfaction were determined as the independent and dependent variables of this study. The literature review revealed three major linear relationships between service frequency and Customer satisfaction: positive correlation, negative correlation, and no significant correlation. This study selected online education as the subject of study and extracted typical service touchpoints from the service process in the relevant industry through market research and expert interviews. Service touchpoints were then classified according to two dimensions—technical quality and functional quality—and ranked according to customer-perceived importance: core service, adequate service, unnecessary service, and excessive service.
This study developed a theoretical model and calculation formula for the appropriate service interval based on expectation disconfirmation theory. The threshold for the appropriate service interval was defined by calculating the ratio between the minimum and maximum service frequencies acceptable to customers. This study increased the operationalizability of the theoretical model by introducing positive surprise value, a customer's perception of the most satisfactory service. The appropriate interval was visualized by comparing its location with the midpoint of the appropriate interval.
Finally, this study conducted a survey of consumers with experience with online education services. The questionnaire was divided into three stages: first, assessing customer satisfaction with the overall service process experience. second, assessing satisfaction with specific types of service touchpoints and third, assessing satisfaction with other types of service touchpoints, excluding one type of service touchpoint. Statistical analysis revealed good reliability and validity of the questionnaire. There is an appropriate service interval for online education services. The results of the first stage of the study supported the hypothesis that an appropriate range exists in service design and redefined the appropriate service.
In the second phase of the research, the investigation was extended to three additional service sectors—hotel, courier, and insurance—alongside the previously studied online education industry. Utilizing the same methodological framework, data were collected and analyzed to determine the existence and visual characteristics of appropriate service intervals in these sectors. The results confirmed that all four service industries exhibit some form of appropriate service interval. However, the visual patterns of customer satisfaction in response to increasing service frequency varied significantly across industries. Based on the different patterns of the appropriate interval, three representative phenomena are inferred. These three phenomena reflect customers' differing attitudinal responses to the service. First, the appropriate interval is the narrowest compared to the other quantiles, and the highest satisfaction level is shifted to the right, increasing with increasing service frequency. Second, the appropriate interval is the widest compared to the other quantiles, and the highest satisfaction level is shifted to the right, stabilizing with increasing frequency. Third, the appropriate interval is moderately wide compared to the other quantiles, has a symmetrical overall shape, and satisfaction decreases with increasing frequency.
Among the three phenomena observed in adequate service, the second phenomenon—the widest range of the appropriate service interval compared to the other two, with the highest satisfaction value positioned slightly to the right and stabilizing with increasing frequency—was identified as a non-generalized phenomenon. This study, focusing on this phenomenon in the hotel service industry, conducted an in-depth analysis of literature review and empirical results, identifying seven influencing factors: 1. Frequent interpersonal communication and altruistic attribution. 2. Higher familiarity due to longer customer stays. 3. Customers' in-depth understanding of the local culture and customs of the hotel. 4. The hotel's established positive corporate image. 5. Customers experiencing the service in a positive emotional state. 6. Low customer participation in the service process and a lack of clear perception of service quality. 7. Lower service competitiveness compared to other hotels. The methodology proposed in this study provides a valuable reference for designers and managers in the hotel industry and other service industries driven by emotional culture when formulating service strategies.

목차 (Table of Contents)

• ABSTRACTix
• 제 1 장 서론2
• 1.1. 연구 배경 및 필요성3
• 1.2. 연구 목적6
• 1.3. 연구 범위7
• 1.3.1. 연구 내용7
• 1.3.2. 연구 대상7
• 1.4. 연구 방법 및 프로세스8
• 제 2 장 이론적 고찰12
• 2.1. 적정 서비스 이해13
• 2.1.1. 적정 및 적정 서비스의 개념13
• 2.1.2. 적정 서비스 연구 동향15
• 2.2. 연구 변수의 개념18
• 2.2.1. 서비스 빈도18
• 2.2.2. 고객 만족도21
• 2.2.3. 서비스 빈도와 고객 만족도의 관계23
• 2.3. 이론적 기초24
• 2.3.1. 기대 불일치 이론24
• 2.3.2. 최적 각성 이론27
• 2.3.3. 서비스 접점 이론28
• 2.4. 연구 모형 구축30
• 제 3 장 선행 연구 31
• 3.1. 선행연구 프로세스 및 방법32
• 3.2. 연구 대상 및 서비스 접점 추출32
• 3.2.1. 연구 대상 추출32
• 3.2.2. 서비스 접점 추출35
• 3.2.3. 서비스 접점 분류 기준 추출38
• 3.2.4. 적정 서비스 계산 공식40
• 3.3. 1단계 연구 모델42
• 3.4. 1단계 실험 설계43
• 3.5. 1단계 연구 결과 분석46
• 3.5.1. 신뢰성 및 타당성 분석46
• 3.5.2. 서비스 접점 분류 결과46
• 3.5.3. 고객 만족도 조사 결과48
• 3.6. 적정 서비스 개념의 재정의52
• 3.7. 소결53
• 제 4 장 실증 연구54
• 4.1. 2단계 연구 프로세스 및 방법55
• 4.2. 2단계 연구 모델56
• 4.3. 2단계 실험 설계56
• 4.4. 2단계 연구 결과 분석66
• 4.4.1. 신뢰성 및 타당성 분석 66
• 4.4.2. 서비스 접점 분류 결과67
• 4.4.3. 고객 만족도 조사 결과68
• 4.4.4. 적정 서비스 형태 차이 분석71
• 4.4.5. 현상 분석72
• 4.5. 소결75
• 제 5 장 연구 결론77
• 5.1. 연구 결론78
• 5.1.1. 서비스 디자인 최적화 전략80
• 5.2. 비일반적 현상 영향 요인 분석81
• 5.2.1. 문헌 검색 프레임81
• 5.2.2. 비일반적 현상 발생 원인 정리82
• 5.3. 연구 제안86
• 5.3.1. 디자이너 시점 제안86
• 5.3.2. 기업에 대한 제안87
• 5.4. 연구 주장89
• 5.4.1. 경제 주장89
• 5.4.2. 사회 주장90
• 5.4.3. 문화 주장90
• 5.4.4. 디자인 주장91
• 제 6 장 향후 연구92
• 6.1. 연구한계 및 향후 연구93
• 6.1.1. 연구한계93
• 6.1.2. 향후 연구93
• 참고 문헌95
• 설 문 지121