考虑顾客选择行为的服务要素优化配置方法

Optimization Configuration Method for Service Elements Considering Customer Choice Behavior

服务要素配置是服务设计流程中的关键环节,考虑顾客选择行为并对服务要素进行优化配置是一个重要研究课题.针对服务要素优化配置问题,提出了一种决策分析方法.该方法是通过向目标顾客群体发放调查问卷获取其针对各服务项的期望水平以及针对各服务要素的评价值,然后构建用于刻画目标顾客群体心理感知的效用函数,进而建立针对服务产品的顾客选择行为模型,并计算目标顾客群体针对服务产品的选择概率,进一步地,通过建立和求解优化模型来确定最优的服务要素配置方案.最后,通过一个算例说明了提出方法的可行性与有效性.

Service elements configuration is an important link of service design. How to consider customer choice behavior so as to optimize the service elements configuration is an important issue which needs to be concerned. An optimization configuration method for service elements considering customer choice behavior was proposed in order to solve the service elements optimization configuration problem. Firstly, the aspiration level for each service item and the demand satisfaction degree for each service element were obtained by questionnaire survey among target customers. Then, target customers＇ psychological perception of elation and disappointment was described by constructing the utility function. Furthermore, the customer choice behavior model for service product was established to calculate the probability of target customer group choosing the service product. Moreover, the optimal service elements configuration alternative was determined by establishing and solving the optimization model. Finally, the feasibility and validity of proposed method are illustrated by an example.