基于扎根理论的自助收银服务设计策略

SERVICE DESIGN STRATEGY OF SELF-CHECKOUT BASED ON GROUNDED THEORY

文章以沃尔玛超市自助收银服务为例,探究影响用户自助收银服务体验的因素,提出了自助结账过程中服务设计存在的问题及优化建议。研究通过观察总结自助收银服务流程及触点,然后运用问卷的形式提取了65名用户的情绪体验,最后以半结构化访谈方法对10名受访者展开调查,利用扎根理论方法对访谈资料加以分析和归纳。最终提炼出“服务质量”“用户特征”“环境引导”和“信息技术”四个影响用户体验的因素,并以此构建了自助收银服务影响因素模型。分别从服务、用户、环境、技术4个维度提出设计策略,以期为超市自助收银服务的进一步发展提供参考。

Taking the self-checkout service of Walmart supermarket as an example,this paper explores the factors affecting the user’s self-service checkout service experience,and puts forward the problems and optimization suggestions of service design in the process of self-checkout.By observing and summarizing the service process and contact points,the emotional experience of 65 users was extracted in the form of questionnaires,and finally 10 respondents were surveyed by semi-structured interview method,and the interview data were analyzed and summarized by grounded theoretical methods.Finally,four factors affecting user experience are extracted:“service quality”,“user characteristics”,“environmental guidance”and“information technology”,and the influencing factor model of self-service cash register service is constructed.The design strategies are proposed from the four dimensions of service,user,environment and technology,in order to provide reference for the further development of supermarket self-service cash register service.