摘要
服务设计是一项从需求侧角度改善用户体验和服务质量的设计活动,近年来在各国公共部门中获得愈加广泛的关注、推广和应用。办事指南是民众与政府的重要交接口之一,对复杂公共服务起到导航作用,是服务设计的一种方式。本文运用自然实验和质性研究相结合的混合研究方法,分析"服务设计"中的认知特性如何影响服务使用者的价值感知。实验研究结果表明,认知流畅度变化影响了服务设计的效果,降低服务的认知负荷有助于诱发积极的体验,有助于帮助使用者做出正确的决策并实施行动。结合质性资料,本文从减少"污泥"、转换"语言"和重置"场景"三个维度出发分析基于设计思维的价值创造逻辑。本文提出,公共管理学科要积极探索以设计为导向的建设思路,为公共部门改善服务质量,推动价值创造提供新的启示和策略。
Service design is a design activity to improve user experience and service quality from the perspective of demand side.In recent years,it has gained more and more attention,promotion and application in the public sector of various countries.Services directory as a way of service design is one of the interactive interfaces between the public and the government,which plays a navigational role in the complex public services system.Using a mixed-methods combining natural experiment and qualitative research,this paper analyzes how the cognitive characteristics of"service design"affect the value perception of service users.The experimental results show that the change of cognitive fluency affects the effect of service design,and reducing the cognitive load of service is helpful to induce positive experience and help users make correct decisions and take actions.Combined with qualitative data,this paper analyzes the value creation logic based on design thinking from three dimensions:reducing the"sludge",transforming the"language"and resetting the"scene".This paper proposes that it is necessary to develop the design-oriented discipline of public management,so as to provide new inspirations and strategies for public departments to improve service quality and promote value creation.
作者
李德国
郑炜
Li Deguo;Zheng Wei(School of Public Policy,Xiamen University,Xiamen 361005;Public Administration at School of public Affairs,Xiamen University)
出处
《中国行政管理》
CSSCI
北大核心
2021年第4期22-30,共9页
Chinese Public Administration
基金
国家自然科学基金青年项目“公共服务质量的‘助推机制’研究:理论、实验与应用”(编号:71603223)
国家自然科学基金面上项目“基于社会规范与行为视角的生态系统服务付费:理论,实验与应用”(编号:71774136)
福建省社科研究基地重大项目“基于‘获得感、幸福感和安全感’的公共服务质量评价体系研究”(编号:FJ2018JDZ039)
关键词
服务设计
价值创造
办事指南
混合研究
service design
value creation
service directory
mixed-methods study
作者简介
李德国,厦门大学公共政策研究院副教授,厦门大学公共事务学院公共管理系副主任(主持工作);通讯作者:郑炜,厦门大学公共政策研究院博士研究生,厦门361005
