烘焙業的體驗服務設計- 以「吳寶春麥方店」為例 - 政大學術集成

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(1)!. 立立. 政治大. •‧ 國. ㈻㊫學. •‧. A!study!of!experience1centric!service!design!in!. io. sit. y. Nat. the!baking!industry!1!The!case!study!of!the!WU! n. er. BAO!CHUN!Bakery! al iv n Ch e n!g c h i U ! !. ! !.

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(4) !. Abstract! ! ! ! ! The! experience! economy! has! arrived.! A! number! of! industries! are!trying!to! follow!this!trend!and!make!profits!to!create!wonderful!shopping!experience.!For! example,! Taiwan’s! baking! industry! has! been! transforming! from! manufacturing! orientation! to! service! orientation;! that! is,! bakeries! do! not! only! provide! edible! products,!but!also!emphasize!the!services!they!deliver!to!customers.!Traditional! bakeries! were! just! places! to! make! transactions;! however,! in! comparison,! the! modern! bakeries! pay! more! attention! on! environmental! atmosphere,! product! innovation!and!service!design!to!attract!customers.! ! ! ! ! ! ! This! study! aims! to! explore! how! the! bakeries! in! Taiwan! create! business!. 政治大. opportunities! by! using! experienceCcentric! service! design.! This! study! uses! ‘WU!. 立立. PAO! CHUN! Bakery’! as! the! case! study! since! it! is! recognized! as! one! of! the! most!. •‧ 國. ㈻㊫學. successful! and! representative! bakeries! in! Taiwan.! Participant! observations! and! inCdepth! interviews! were! used! to! collect! data.! This! research! comes! out! three! main! points! for! designing! experienceCcentric! services! in! the! bakery.! First,!. •‧. managers! could! use! storytelling! concept! and! product! innovation! to! attract!. y. Nat. customers.! Second,! it! is! important! to! create! a! confortable! environment!. sit. atmosphere!and!to!plan!a!proper!traffic!flow!for!consumers.!Third,!it!is!crucial!to!. n. al. er. io. train!staff’s!service!attitudes!and!to!understand!the!timing!on!offering!services.! !. Ch. i Un. v. ! ! ! ! In! addition,! this! study! proposes! two! practical! implications! to! baking!. engchi. companies,! from! the! perspective! of! experienceCcentric! service! design.! First,! the! bakeries!should!be!aware!that!the!experienceCcentric!service!could!be!designed! on! the! physical! stores,! the! virtual! Internet! channel! as! well! as! the! media! that! spread! companies’! information! for! daily! activities.! Second,! designing! experienceCcentric! service! is! like! writing! a! wonderful! story,! companies! should! bring! different! experiences! to! customers! in! the! shopping! journey! from! the! beginning!to!the!end.! ! Keywords:! Experience!Economy,!Baking!Industry,!ExperienceCCentric!Service!Design. !. III!.

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