應用遊戲化於服務設計提高顧客滿意度與忠誠度：以海墘民宿為例

Appling Gamification in Service Design to Increase Customer Satisfaction and Loyalty: Taking Haichian BnB as an Example

謝佩珊(Pei-Shan Hsieh)；張惠雯(Hui-Wen Chang)

服務設計 ； 雙鑽石模型 ； 遊戲化 ； 顧客滿意度 ； 顧客忠誠度 ； Service design ； Double diamond model ； Gamification ； Customer satisfaction ； Customer loyalty

科技管理學刊

27卷2期（2022 / 09 / 01）

93 - 117

繁體中文

2020年開始，旅遊業受到新冠肺炎疫情影響，且因應出入境限制，民眾仍有旅遊需求，故轉向國內旅遊市場。小琉球是個具有豐富生態環境的島嶼，也是綠蠵龜密度堪稱世界第一的地區，對於環境保護教育有重大的影響力，為了要吸引顧客光顧，必須在這競爭的環境下創造屬於自身的差異化。而海墘民宿本身的地理位置較不同，位於海岸邊，擁有非常豐富的生態環境，每當到了傍晚海岸邊會出現許多綠蠵龜覓食的場景，因此本研究選擇海墘民宿為研究個案。本研究透過雙鑽石模型針對民宿提出設計方案，探討遊戲化對顧客滿意度與忠誠度之影響，以及透過遊戲化是否能喚起顧客保護生態意識和提升認識當地特色。雙鑽石理論分為四個階段，第一階段為探索，透過訪談、參與觀察法等工具了解民宿業者的服務流程及缺口；第二階段為定義，透過共創工作坊深入了解體驗後的關鍵服務缺口；第三階段為發展，延續前一步驟，將定義出的結果進行發想，並找出可行的方案；第四階段為執行，測試流程並採問卷調查法及訪談進行分析及評估。研究結果為：顧客體驗遊戲冊後不僅能邊玩邊學習，也能以更有趣的方式去認識小琉球及生態，提升顧客的滿意度，且能讓顧客願意幫民宿做口碑行銷。

The tourism industry has been affected by the COVID-19 epidemic since 2020. In response to inbound and outbound restrictions, people still have travel needs, so they have turned to the domestic tourism market. Xiaoqiuqiu is an island with rich ecological environment. It is also the region with the highest density of green turtles. It has a great influence on environmental protection education. To attract customers, it is necessary to create its own differentiation in this competitive environment. Haishu B&B itself has a different geographical location. It is located on the coast which has a very rich ecological environment. There are many green turtles feeding in the evening on the coast, this is the reason we chose Haishu B&B as a research case. This study proposes a design plan for the hotel through the double diamond model, and explores the impact of gamification on customer satisfaction and loyalty. In addition, we explore whether the gamification can evoke the customer's ecological awareness and enhance local awareness. The double diamond model is divided into four stages. The first stage is exploration. The interviews and participation observation methods are used to understand the service process and gaps of the hotel. The second stage is to define the key service gap after the experience through the workshop. The third stage is development. We continued the previous step's results, and figure out the feasible solutions. The fourth stage is the implementation, testing process and analysis and evaluation by questionnaire survey and interviews. The result of the study is: after the customer experience gamification, not only customers can learn while playing, but also can understand the Xiaoqiuqiu and ecology in a more interesting way, improve customer satisfaction, and make customers willing to help the hotel to do word-of-mouth marketing.

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