随着服务业在社会经济中的重要性与日俱增，服务设计正在受到广泛的关注。服务接触是指顾客与服务系统之间的动态交互过程，既包括顾客与服务人员之间的互动，也包括顾客与设施设备、服务环境以及其他顾客等所有可感知服务要素的接触。服务接触作为服务体验的重要环节，影响着消费者对服务的直观感受与评价。随着电子阅读的普及、店租成本的上升，实体书店这一类服务业态正在遭受着一轮又一轮的冲击。为了探讨实体书店服务升级的策略和途径，本文首先分析了实体书店出现困境的原因，梳理了目前实体书店服务转型的几大模式。众多对实体书店服务模式的研究中，较少涉及对服务接触的关注，本文基于服务接触理论，全面解析了东京蔦屋书店的服务接触点，为实体书店的转型升级、服务体验的优化提供了参考。%Service design is becoming popular because of the booming of service industry. Service design is the activity of organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. Service encounter is the interaction between customer and service system. As an indispensible part of service experience, service encounter have a huge influence on people’s opinion on service. With the rapid development of e-book and the rising of shop rent, bookstores are under huge attack by the internet life-style. In order to find the solution, the cause of the situation and the way to cope with it are discussed firstly. Among the research on bookstore business model, there are few to discuss the function of service encounter. This paper aims to give suggestion to the transformation of bookstore by analyzing the touch-point of TSUTAYA bookstore.
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