基于服务蓝图和网络文本整合的顾客体验研究——以北京某餐厅为例

Research on Customer Experience Based on the Integration of Service Blueprint and Internet Text——Take a Restaurant in Beijing as an Example

体验是顾客与企业交流的过程中形成的主观认知和情感态度的反应,顾客体验的质量会影响顾客的忠诚度。服务蓝图作为协助服务企业把控服务流程、提升服务效率的工具,在识别和判断顾客体验质量方面有所欠缺。据此,本文将服务蓝图与网络文本分析相整合,以北京市某餐厅为例,通过实地考察和网络文本分析结果绘制该餐厅的服务蓝图并确定关键点,根据顾客评价网络文本对服务蓝图中除顾客行为外的4部分顾客体验影响进行分析,针对性地提出建议,分析过程和结果表明将网络文本数据与服务蓝图相结合可以有效地对顾客体验进行分析。

Experience is the reaction of subjective cognition and emotional attitude formed in the process of communication between customers and enterprises.The quality of customer experience will affect customer loyalty.As a tool to help service companies control service processes and improve service efficiency,service blueprints are lacking in identifying and judging the quality of customer experience.Based on this,this paper integrates the service blueprint with web text analysis,taking a restaurant in Beijing as an example,draws the restaurant’s service blueprint and determines key points based on the results of on-the-spot inspection and web text analysis.In addition to customer behavior,four parts of customer experience impact are analyzed,and targeted suggestions are put forward.The analysis process and results show that the combination of network text data and service blueprint can effectively analyze customer experience.