以服務的觀點探討醫學美容事業診所空間設計

Abstract

就醫學美容事業而言，提供消費者差異化的服務，首要為空間環境的服務體驗，如何營造消費者需求的診所氛圍及室內機能，讓消費者擁有滿意的醫療服務過程，使其留下正面的知覺價值感受，為現今重要的研究課題。提供醫學美容服務屬於純服務業的範疇，探討如何以服務的觀點，建構醫美診所整體服務流程，並且從中觀察服務與空間的相互因果關係，以導出適合醫美診所空間設計的方案，為本研究的主要目的。 本研究旨在探討以服務的觀點為架構，為醫美診所內部空間，建構相關設計規劃。因此首先對於服務管理、服務設計、體驗行銷等文獻資料，進行彙整與分析研究，從服務面向的內涵中，統整各項學術要點，以導出後續研究的對應線索。本研究以質性方法的立意抽樣方式，安排深入訪談個案診所的醫護人員及消費者共四名，藉以了解受訪者的真實經驗、意見、感受、知識資料。此外，為分析比對研究資料的客觀性，研究中以個案診所內的服務場域為觀察對象，進行實地觀察與資料收集。最後彙整研究結果，建構個案診所服務藍圖，並從服務流程步驟中，衍生相對應的空間設計項目。 本研究結果呈現，消費者評量醫美服務品質，以醫療療效、費用、整體服務為其主要衡量要素；另一方面，診所空間環境氛圍、設備新舊等，為呈現診所專業度與價值的重要實體表徵線索。因此醫美診所空間設計，對消費者消費歷程有正向的影響。創作結果方面，以診所服務藍圖為規劃空間配置、動線、機能的依據線索，並結合訪談、觀察的研究結果，為個案診所進行空間設計。Space experience is the foremost for aesthetic medical clinic to offer differentiated services for consumers. It is nowadays an important topic for aesthetic medical clinics to create an atmosphere and interior functions in accordance with consumer’s needs to satisfy consumers with treatment services and leave consumers positive congestive values. As aesthetic medicine service purely belongs to service industry,discussinghow to construct the service processfor aesthetic medical clinic from service perspective and observingthe relationship between service and space to determine the suitable interior design of clinic are the main purposes of the study. The study is to discuss the interior design of aesthetic medical clinic from service perspective, therefore it collects and analyzes the literature regarding service management, design for service management andexperimental marketing, and summarizes the key points academically in the aspect of service for further studies. Purposive sampling is adopted in the study where 4 people including staff and consumers of clinic were interviewed to release their true experience, opinions, feelings and knowledge information. In addition, the servicescapeis the main area for observation to conducton-site observation and data collectionfor objectivity. The result serves the base for the service blueprint and interior design for aesthetic medical clinicin the process of service. The result shows that medical effect, cost and integral services are the main points for customers when it comes to the assessment of service quality. Moreover, space atmosphere and equipment are the important physical evidences to present the specialty level ad value of clinic. As a result, the interior design of clinic is highly associated with consumer journey. The space allocation, circulation and functions are designed in accordance with clinic’s service blueprint integrated with the research result of interview and observation.