Abstract: To make optimization configuration of service elements,which was the key link of service design process,a configuration method for service elements based on optimization model was proposed aiming at solving the service elements configuration problem in service design.The relationship between service options and between customer requirements and service elements were described based on House of Quality (HoQ),and the relative weights of service options were determined.By describing the provide degree and cost of service elements under the circumstance of enterprise resource constraints,the satisfaction respect to the requirement of service elements was evaluated.The cost budget constraint of service design alternative and the customer satisfaction of competitive enterprises were considered comprehensively to construct the service elements optimization configuration model with the target of maximum customer satisfaction.Furthermore,the satisfactory service elements configuration alternative was obtained by solving the optimization model.A case study of airline cabinet service design was provided to illustrate the feasibility and validity of the proposed method.

Key words: service design, service elements, house of quality, optimization configuration, optimization model

摘要： 针对服务设计流程中的关键环节——服务要素优化配置问题,提出一种基于优化模型的服务要素配置方法。依据质量屋描述了顾客需求与服务要素之间以及服务项之间存在的关系,并确定服务项的相对权重;通过描述企业资源限定情况下服务要素的提供程度和提供成本来刻画顾客针对服务要素需求的满意度;综合考虑服务方案设计的总预算成本约束以及顾客针对竞争企业的满意度,构建了以顾客满意度最大化为目标的服务要素优化配置模型,进而通过求解模型来确定服务要素配置方案。以航空公司客舱服务设计为例,说明了所提方法的可行性和有效性。

关键词: 服务设计, 服务要素, 质量屋, 优化配置, 优化模型