單身經濟者之服務設計探索－以個人單獨旅行之住宿空間設計為例

Abstract

社會型態變遷與婚姻觀念制度的轉型，間接地改變人口組成結構與人們婚姻價值觀，本研究旨在運用服務設計的思維探索單身經濟者之群體需求，搜集相關研究文獻，針對「社會變遷與家庭文化發展」、「單身族社會現況」、「服務業發展與服務設計」及「顧客消費關係與體驗經濟」四大構面進行探討。本研究使用問卷調查法、案例分析與參與式觀察等三種混合性研究方法，量化研究方面運用SPSS統計軟體進行資料分析。將選項以信度、描述性統計、因素分析等方式進行問卷資料整合；再全球性單人型住宿空間分析其內部空間設備與服務經營型態；最後以參與式觀察實地體驗住宿相關服務與軟硬體設備，以服務設計理論為中心，建構出從入住到退房整體住宿服務藍圖，並從中探討現有接觸點與尋找設計項目。本研究結果發現： （一）單身族群人口逐漸攀升成因包含：女性教育程度提高、經濟因素、婚姻價值觀改變、享樂主義崛起。 （二）單身族群生活型態，以個人化與自我滿足是單身者最重要的概念。 （三）單人住宿空間以膠囊旅館與青年旅館為大宗，但缺乏良好隔音、人財安全與隱私服務。 （四）單獨旅行者住宿選擇考量著重因素，以(1)符合預算、(2)提供無線網路、(3)免費寄放行李、(4)免費提供飲水機、(5)住宿空間明亮及良好的緊急逃生設備為住宿考量的先後順序。 （五）住宿過程中消費者與服務人員之接觸，以(1)辦理入住手續（Check in）、(2)寄放行李、(3)使用早晚餐、(4)辦理退房手續（Check out）四大項步驟中與服務人員的接觸為最多。 （六）住宿服務接觸點橫跨空間設計、產品設計、視覺設計、指標設計、動線設計。 綜合研究結論作為後續設計創作之參考，以使用者中心需求為起點，將服務設計的理論與原則應用在單身經濟者旅遊住宿空間的規劃與創作。本創作結果： （一）創作案例採用一體成型與挑高式擴增旅客住宿使用空間為設計項目。 （二）單人型住宿空間規劃以隱私、安全、收納與一物多用為優先考量。 （三）因應空間坪數限制利用屏風或色調區隔空間，並全方位考量生活動 線、水 電管線與電路配置。 （四）服務人員內部訓練，須強化旅館專業知識先備能力和強化員工緊急 安全處理訓練，以提升住宿服務品質。 （五）服務設計範疇廣闊，宜統籌各專業領域專長以創造其更高的服務品質與價值。

關鍵字：單身者、單人住宿、服務設計

Changes in social patterns and transformation in the concept of the marriage system indirectly alter the demographic composition and marriage values. This paper aims at using the service design thinking to explore the demand of group of the single-oriented economy, and collecting relevant literature for “Social change and family culture development”,“Singles social situation”,“Service development and service design”, and“Consumer relations and experience economy.”Four facets to explore. In this study, using three kinds of mixed research methods which are questionnaire, case analysis and participant observation, and quantitative research using SPSS_statistical software for data analysis. First, analyzing questionnaire choices with reliability analysis、descriptive statistical analysis and factor analysis for questionnaire data integration. Next, analyzing global single type accommodation space with its interior space equipment and services business patterns；Finally, by participant observation and related services in the field stay hardware and software equipment, and by applying the theories of service design, developing a detailed service from check in to check out, and among which discussing the existing touch points and looking for design items. The results of this study found that： （一）What leads to the escalating single group includes：Women's education level improving, economic factors, marriage values changing, hedonism rising. （二）The most important concept of single community lifestyle are personalization and self-satisfaction. （三） In single accommodation, capsule hotel and youth hotel are in the main stream, but they lack of good soundproofed, the wealth of security and privacy service. （四）Accommodation options for traveler alone to consider focusing on factors in the following order: (1) Within the budget, (2) Free WI-FI, (3) Free store luggage, (4) Free provision of drinking water, (5) Stay bright and well the emergency escape device. （五）Residential consumer and service provider in the course of contacts with (1) Check in,(2) Store baggage, (3) Breakfast and dinner, (4) Check out. Four key steps in contact with service personnel at most. （六）Residential service contact points related to interior design, product design, visual design, index design, and route design. Comprehensive study conclusions as a reference for following design creation, starting with user-centered requirements, and using the theory and principle of service design to apply the plan and creation of tourist accommodation of single economic space. The results are： （一）Creative case using one piece type and high-ceilinged to amplify traveler accommodation space as design elements. （二）Single accommodation space applying privacy, security, storage and multi-purpose as major consideration. （三）In response to space ping limit, using screens or shades segment space, and taking into account activity route, water pipeline and circuit configuration. （四） Staff training need to strengthen the capacity of hotel expertise and strengthen employee safety emergency management to enhance the quality of accommodation services. （五）The extensive service design category should co-ordinate all professional areas of expertise to create a higher quality of service and value.

Keywords：single、single accommodation、service design