咖啡莊園服務接觸與服務藍圖之研究~以魚池鄉某咖啡莊園為例

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Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/113202

Title:	咖啡莊園服務接觸與服務藍圖之研究~以魚池鄉某咖啡莊園為例 A Study on the Service Contact and Service Blueprint of Farm Cafes ~ Example of a Coffee Farm in Yuchi Township
Authors:	温桂琴 WEN, KUEI-CHIN
Contributors:	休閒與遊憩管理學系
Keywords:	服務接觸;服務藍圖;咖啡 service contact;service blueprint;coffee
Date:	2022
Issue Date:	2022-06-13 03:54:19 (UTC+0)
Publisher:	亞洲大學
Abstract:	摘要咖啡館服務需著重三個面向：服務的本質、服務範圍，最後是服務創造；因此基於服務接觸及服務藍圖的初步探索，需重視顧客與服務提供者間的互動模式，與消費者預期的傳遞過程。以服務接觸說明咖啡莊園對於接待服務場景之應用服務劇場設計之概念，本研究目的以咖啡莊園服務接觸與服務藍圖互動價值，完成以下研究目的：找出顧客互動服務接觸層面及瞭解顧客服務藍圖面向，第四章並描繪出咖啡莊園劇場舞台的前台、後台和幕後，探討服務接觸互動線和咖啡莊園接觸人員行動服務流程、步驟和角色。本研究歸納在服務藍圖的建議中，與顧客接觸點即是關鍵時刻，為了提高顧客興趣，享受在咖啡館教學或體驗的樂趣，以親身故事敘事法，接觸咖啡的過程，如何以興趣結合工作，返鄉經營紮根，故事起點在於種種經歷及比賽。與顧客的接觸點是生活敘事，引起喝咖啡的共鳴方式。咖啡老闆故事、助理演繹、咖啡老爸及咖啡老媽，國宴級咖啡和咖啡豆沖煮及教學流程。烘豆豆性、烘豆原理、豆量溫度及火力配置是烘豆體驗的知能分享。 Abstract There are three important aspects relating to the operation of a cafe: the essence of the service, the scope of the service, and finally innovative service ideas. In the initial exploration of service contact and service blueprint, it is necessary to pay attention to the interaction between customers and service providers, and the delivery of service according to consumer expectations. Using service contact to illustrate the use and the design concept of service venue, this study focuses on the interactions of service contact and service blueprint in the coffee farm. The objective is to identify the level of customer interaction and understand different aspects of customer service blueprint. Chapter four portraits the service contact and the service process like a “theater” – with the front stage, the back and the backstage of the “theater”, showing the interactions, steps and roles of the staff of the coffee farm. This study is summarized in the recommendations of the service blueprint. The critical moment is the point of contact with customers. In order to enhance customer interest to enjoy the experience in the cafe, the classes adopt a first-person storytelling method on learning about coffee, how to combine work with hobbies, how the owner returned to settle in his hometown, which marked the beginning of his journey with many experiences including competitions. Customers are touched through the narration of life, which stirs up an echo from within while drinking coffee. The classes cover the story of the owner of the coffee farm, interpreted by the assistants as the coffee father and the coffee mother. Customers also learn the process on how to brew the state banquet-grade coffee: including the properties of beans, the principles in roasting beans, the amount and temperature of beans, and the control of temperature.
Appears in Collections:	[休閒與遊憩管理學系] 博碩士論文

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