近年來，行動裝置普及和電子商務蓬勃發展，導致網路零售通路的興起。不僅許多消費者轉向網路購物，甚至網路零售業者也開始發展智慧型商店，從線上將事業體擴展到線下，運用科技帶給消費者不同的體驗。實體零售業者面對這樣的衝擊，也開始融入創新科技來對舊有服務流程進行改善，而評估實體零售業者如何採用創新科技來解決消費者在服務流程中的痛點，提升顧客體驗與滿意度並增加其市場競爭力，是本研究要探討的主題。
本研究根據配適-可行性模式，建構一套有效採用創新科技的研究模式及方法，並以零售業中的連鎖便利商店作為實證對象。研究執行分為三大階段，第一階段為「服務流程痛點分析」，本研究透過觀察法確立連鎖便利商店的服務流程現況，並繪製出服務藍圖。並進一步利用問卷調查，收集163份有效問卷，找出消費者於連鎖便利商店服務流程之痛點與不滿意原因，並繪製出顧客旅程地圖，結果發現四項主要痛點分別為“到結帳櫃檯排隊等候結帳時間過久”、 “不瞭解優惠廣告資訊”、“無法掌握店內的產品資訊”及“服務人員沒有主動招呼”。第二階段探討「運用創新科技方法改善流程」，透過個案研究探討現有運用創新科技之統一X-Store、全家科技概念店與Amazon Go，並針對四項痛點找出十項可運用之創新科技。第三階段為「適配性與可行性評估」，採取專家問卷的方式，針對鎖找出的創新科技，利用專家的意見調查來判斷各項創新科技是否適合解決消費者在服務流程中所遇到的問題，並評估其採用的可行性。
藉由實際執行研究模式及方法，協助實體零售業者找出服務流程中最需改進之痛點及可採用之創新科技。除驗證此方法於實際可行外，並以最終結果探討目前導入創新科技之連鎖便利商店的成功與失敗。

The growing popularity of mobile devices and electronic commerce has raised the online retailing channel. More and more people have turned to the Internet for their shopping needs. Online retailers also start moving to the smart store, extending their business from online to offline and using innovative technology to bring enhanced shopping experience to consumers. This would make a significant impact on physical retailers for improving their current service processes. However, it is challenging to assess how innovative technology can be used properly to relieve the pain point in the service process in order to enhance customer experience and satisfaction, and to increase their market competiveness.
In this research, a method based on Fit-Viability Model is proposed for adopt innovative technology effectively. The method includes three major stages: (1) Analysis the pain point in the service process; (2) Identifying potential smart technologies to remedy the pain; and (3) Evaluating the fit and viability of proposed technology and choose the optimal ones. The study first to build a service blueprint and then collects data through observation and customer feedbacks to find weaknesses in the existing service process. In this study, we collected 163 questionnaires to analysis the pain points of the chain convenience store and the reason that made the customer unsatisfied. The customer journey map was built from our data and “Waiting too long during checkout”, “Missing special promotion information”, “Inadequate product information in the store” and “Not actively helping the customer by the service person”.
The second step is to relieve the pain with smart technology. We identify several innovative technologies that may be useful for improving the current process. We explored technologies used in three smart store cases: 7-11 run by the Uni-President Enterprises Corporation, Taiwan Family Mart, and Amazon Go, which use innovative technology. This results in ten smart technologies for further analysis.
In the third step, we use online expert panel to evaluate the fit and viability of the identified smart technologies. The possible remedies were assessed by two criteria: whether they are capable of reducing the inconvenience of the pain points, and (2) whether the organization has adequate resources to implement the technology successfully. Final recommendation is made based on these two-dimensional assessment.
This study proposes a useful method to assist retailers in identifying the pain point in the service process and choose proper smart technologies for enhancement. We also illustrate the value of the method with actually analyzing its application to three smart stores in retailing.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究流程 5
第二章 文獻探討 6
第一節 智慧型無人商店 6
第二節 服務藍圖 8
第三節 顧客旅程地圖 11
第四節 服務品質 12
第五節 任務－科技適配模式 21
第六節 配適－可行性模式(Fit-Viability Model) 23
第三章 研究架構與方法 25
第一節 研究架構 25
第二節 研究模式 26
第三節 研究方法 27
第四章 研究結果 42
第一節 服務流程痛點分析 42
第二節 運用創新科技方法改善流程 52
第三節 適配度與可行性評估 55
第五章 結論及建議 67
第一節 研究結果及討論 67
第二節 研究貢獻 69
第三節 研究限制及未來研究方向 70
參考文獻 72
附錄一 網路正式問卷 79
附錄二 前測結果分析 90
附錄三 專家問卷 99

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三、網路文獻
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