基于服务接触理念的外卖O2O服务设计探讨

ANALYSIS OF TAKEOUT FROM ONLINETO OFFLINE BASED ON THE CONCEPT OF TOUCH POINT

随着服务行业在社会经济中的地位与日俱增,服务设计正受到广泛关注。而服务接触即用户与服务系统要素之间的动态交互过程是服务设计的重要环节,其影响了用户对服务水平的整体感知。外卖O2O作为一种垂直的生活定制服务,其本质在于满足用户需求,提供最优化的餐饮解决方案。但在其发展过程中,出现了很多问题,如外卖不按时送达、食品不卫生等,严重影响了服务品质。为了探索外卖O2O的服务升级优化方向,本文从服务设计角度,基于服务接触理论,全面解析了外卖O2O流程中的服务接触点,并提出了优化服务体验的方法与建议。

With the status of service industry in the social and economic increasing, service design is received widespread attention. Touch point is an important part of service design, and is the dynamic interaction between the user and the service system, which affects the user＇s overall perception of the level of service. Takeout Online to Offline as a vertical kind of special life service, the essence of which is to meet the needs of users, providing the most optimized dining solution. But there are many problems in the process of development, such as the food is not delivered on time, the food is not health, etc., which seriously affect the quality of service. In order to explore the optimization direction of the Takeout online to offline service,this paper, based on the theory of touch point,fully analyzes the touch point of the process of takeout online to offline service from the perspective of service design, and puts forward the methods and suggestions of optimization of service experience.