服务设计中确定服务要素组合方案的方法

Method for Determining Service Attributes Portfolio Alternative in Service Design

服务设计通常是指通过确定服务要素组合方案以尽可能满足顾客服务需求的过程,在这一过程中不仅要考虑尽可能地满足顾客的服务需求,而且还要考虑顾客满意度和成本预算。针对服务设计中如何确定服务要素组合方案的问题,提出一种决策分析方法;采用问卷调查方式获取顾客的评价信息,即服务要素对服务需求的满足程度和服务需求满意度的分值信息;依据Kano模型的思想,通过对评价信息进行处理和拟合来确定每个服务需求的满意度函数;基于确定的满意度函数并考虑成本预算,建立以顾客满意度最大化为目标的确定服务要素组合方案的优化模型,通过求解优化模型确定服务要素组合方案。最后,以某航空公司头等舱服务设计为例,说明所提出方法的可行性和有效性。

Service design is the process in which service attributes portfolio alternative is determined.In the process,not only customers′ service requirements are meet maximally,but also customer satisfaction and cost budgets are considered.In this paper,a decision analysis method was proposed aiming to determine service attributes portfolio alternative in service design.In the method,firstly,relevant evaluation information were obtained by employing the questionnaire survey,which were the fulfillment extents that service attributes meet the service requirements and the service requirements satisfaction.Then,based on Kano model,each service requirement satisfaction function was determined through processing and fitting the obtained evaluation information.Thirdly,based on the determined satisfaction function,in the context of considering cost budget,the optimization model of determining service attributes portfolio alternative to maximize the customer satisfaction was constructed.Fourthly,the service attributes portfolio alternative was determined by solving the optimization model.Finally,the First Class service design of an airline company was taken as an example to illustrate the feasibility and availability of the proposed method.