隨著顧客對產品或服務的需求越來越多樣化，大量客製化的概念應運而生，大量客製化的概念是將產品或服務模組化，再透過不同模組的排列組合產生多樣化的產品，同時降低成本。然而，大量客製化存在一些限制，第一，客戶沒有完全參與在設計階段，產品或服務對客戶來說不具獨特性；第二，大量客製化化不一定能滿足滿個人的特殊需求，也不一定有能力提供個人化的產品與服務。為了解決大量客製化和大量個人化之間的隔閡，本研究提供一套系統性的服務方法來打破大量客製化的限制並透過共創價值的方式幫助企業實現大量個人化，本研究以旅館和民宿的個人化房間布置為案例，透過策略體驗模組以及結構方程模型來分析此方法對顧客體驗之影響，並驗證個人化服務不僅能提高顧客滿意度同時也能提顧客忠誠度，最後提升企業的競爭力。

Mass customization is an approach which aims to reduce cost and increase efficiency simultaneously through modularization and information technology. In contrast to the mass production, the advantage of mass customization can increase product variety, and satisfy most of customers. However, there are some limitations in mass customization. Firstly, customers do not completely participate with designers in the design phase. Secondly, the concept of mass customization is not able to satisfy every individual’s requirements and not capable of providing personalized services and goods. In order to overcome the gap between mass customization and mass personalization, this study proposes a service engineering methodology to break through the limitations of mass customization and finally design personalized services through customer co-creation. Service Engineering is a field that investigates service design and development with a systematic perspective and with an integration of product and service (Cavalieri and Pezzotta, 2012). The research applied personalized hotel room layout service as a case study. The customer satisfaction would be measured to validate the proposed methodology according to service strategic module. The result also validated that the proposed personalized service could increase customer satisfaction largely. The study also found that customer would pay extra expense for personalized hotel service. The result performed by Structural Equation Modeling (SEM) shows that customer experience not only has a significant influence on customer satisfaction, but also has a significant influence on customer loyalty. The proposed methodology provides customers with diversified services and let them experience the process of value co-creation to achieve the efficiency of mass personalization.

Abstract iv
List of Figures vii
List of Tables viii
1. Introduction 9
2. Literature Review 11
2.1 Service-dominant logic 11
2.2 Mass Customization and Personalization 14
2.3 Customer Interactions and Value Co-creation 18
2.4 User experience 22
3. Methodology 25
3.1 Customer Need Analysis 25
3.2 Service Design and Package 26
3.3 Value Co-creation 28
3.4 Customer Satisfaction Evaluation 30
4. Case Study 31
4.1 Phase 1 Customer Need Analysis 31
4.2 Phase 2 Service Design and Package 34
4.3 Phase 3 Value Co-creation 35
4.4 Phase 4 Customer Satisfaction Evaluation 38
5. Result and Discussion 39
5.1 Statistics Analysis 39
5.2 Structural Equation Modeling (SEM) 43
5.2.1. Confirmatory Factor Analysis (CFA) 44
5.2.2. Conceptual Model Analysis 47
6. Conclusion 54
7. References 56

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