Research On Methods For Service Product Design Considering Customers' Behavior

Service product design is an important link of new service development.The aim of service product is to meet the requirement of customers.Service product design,which includes kernel product design,additive service design and delivery process,is the process of transforming the service design idea into all the requirements.At present,a lot of research results on kinds of service product design problems from different perspectives can be found,and several corresponding service product design methods have been proposed,such as service product design method based on service blueprint,service product design method based on the quality function development theory,service product design method based on TRIZ and so on.In addition,many scholars have done lots of research on customers' behavior and many research results have been found.Existing related researches show that customers' behavior factors have impact on customers' choice for service product and customers' behavior factors need to be concerned in the process of service product design.In traditional service product design methods,customers' behavior factors have seldom been considered.While,how to propose corresponding method for service product design considering customers'behavior consider customers' behavior factors in the situation of considering the customers' behavior factors is an important issue which needs to be concerned.It is of great important theoretic and practical significance to research the method for service product design considering customers' behavior.The purpose of this thesis is to make a deep theoretical analysis and methodological research on method for service product design considering customers' behavior.In the view of the weaknesses of the existing research,problem of service alternative selection considering customers' behavior,problem of optimization configuration for service elements considering customers' behavior,and problem of service product family design considering customers' behavior are emphatically studied,respectively.The main research works are conducted as follows.First,the research framework of service product design problems considering customers' behavior.Researches on service product design and customers' behavior are studied.On the basis of the concepts of service product and service product design,three kinds of service product design problems considering customers' behavior,i.e.,problem of service alternative selection considering customers' behavior,problem of optimization configuration for service elements considering customers' behavior,and problem of service product family design considering customers' behavior,become the focuses of this thesis,and general descriptions of the three kinds of problems are given respectively.According to different situations,the service product design problems considering customers' behavior concerned in this thesis are divided into six subproblems which need to be studied.Research frameworks corresponding to the six subproblems are proposed,respectively,and the relevant description and explanation of each research framework is given,respectively.Second,method for service alternative selection considering customers' behavior.More specifically,the realistic background analysis of service alternative selection considering customers' behavior is given;the method for service alternative selection considering customers' aspirations and the method for the improved service alternative selection considering customers' perception of disappointment and elation are proposed from different perspectives,respectively;and the case studies for the two methods are given,respectively.Third,optimization configuration method for service elements considering customers' behavior.More specifically,the realistic background analysis of service elements optimization configuration considering customers' behavior is given;the optimization configuration method for service elements considering customers'perception of disappointment and elation and the optimization configuration method for service elements considering customer's choice behavior are proposed from different perspectives,respectively;and the case studies for the two methods are given,respectively.Fourth,method for service product family design considering customers' behavior.More specifically,the realistic background analysis of service product family design considering customers' behavior is given;the method for service product family design considering customers' perception of disappointment and elation and the method for service product family design considering customer's choice behavior are proposed from different perspectives,respectively;and the case studies for the two methods are given,respectively.In the different situations,the method for service product design considering customers' behavior proposed in this thesis can be used to solve many service product design problems in reality,such as the airline cabin service alternative design problem,motor train business cabin service alternative design problem,school bus commuting service alternative selection problem,photo service alternative selection problem and tourism product family design problem,etc.The research work in this thesis provides guidance at the theoretical and methodological levels for the study of method for service product design considering customers' behavior,and also lays a solid foundation to the extension and application of the related studies.