- 學位論文
線上顧客購物決策地圖之建構與服務策略
Construction and Service Strategy of Customer Decision Map for Online Shopping
摘要
網路購物快速發展電商平台日益競爭，線上商家如何從競爭環境中突破重圍，成為業者的一大課題。以顧客為中心的服務策略是提高其忠誠度的最佳方法，而以顧客旅程地圖是最容易明瞭顧客內心與實際行為的方法。因此本研究以顧客旅程地圖之概念探討線上顧客購物決策的過程，使用個案研究的文獻分析法與深度訪談法，以文獻分析法建構顧客旅程地圖框架，以深度訪談法進行內容分析探討地圖內涵。研究範圍中由於3C產業線上的銷售結構中成長最快速，未來富涵商機，故鎖定範圍為3C產業。個案研究法資料來源為11位曾於線上購買3C產品之顧客。 本研究結果採用個案研究法，以文獻探討法發展出顧客旅程地圖之框架。其框架分為購買流程以及關鍵點兩大部分。（1）將購買流程分為購買前、購買中、購買後三大階段。購買前階段之流程分別為需求確認、資訊搜尋、方案評估；購買中階段之流程為購物車管理及訂購；購買後階段之流程分別為訂單追蹤、收取產品與售後服務、購後評估與分享。（2）將關鍵點分為實際行動、想法、情緒、接觸點、痛點。接著以深度訪談法建構顧客旅程地圖之內涵。購買前階段：受訪者的想法最期望能搜尋到價格合理的知名品牌商品，並且高效率了解商品資訊及比較出合適自己的商品；情緒呈現正向反應及負向反應共存；接觸點以手機及電腦為主。購買中階段：受訪者想法期望所輸入的資料都能再次確認，並以較有效率之方式完成訂購階段；情緒呈現正向反應；接觸點以電腦為主。購買後階段：受訪者想法期望能更有效掌握訂單狀態、實體商品能符合內心期望，受訪者在此階段產生未來再次購買、向親朋好友分享之想法；情緒呈現正向反應；接觸點以電腦與手機為主。根據受訪者提出之痛點以及認為優良的部分，本研究以服務行銷組合7Ps擬出線上服務各面向改善與維持之建議，提供給線上商家做為未來服務改善時的參考依據。
並列摘要
Online shopping develops quickly so that e-shopping platform compete day by day. It’s a huge study how the online-shop make a breakthrough in this competitive environment. The best way to promote customers’ loyalty is to make a strategy of service which revolves around guests. The easiest way to realize the mind and practical behavior of customers is by Customer Journey Map. This research is discussing Customer Decision Process for online shopping by Customer Journey Map, using Literature Review and In-Depth Interviews of Case Study. We build a frame of Customer Journey Map by using Literature Review, and we make a Content Analysis by using In-Depth Interview to discuss the content of map. Because the 3C industry grows up most in selling structure, full of chance in the future, we range this research in 3C industry. The origin of the Case Study come from 11 customers who purchase 3C product online. The results of this research use Case Study, developing the frame of Customer Journey Map by using Literature Review. This frame divides into 2 parts of purchaseing procedure and key point. (1) we divide the purchaseing procedure into 3 phase, prepurchase, in purchaseing, post purchaseing. The schedule of the prepurchase stage are Requirement determination, Information search, Compare the candidate items with multiple perspectives. The schedule of the in purchaseing stage is Cart Management and order. The schedule of the post purchaseing stage are Order tracking, receive the delivered items and contact the vendor to get after-service, post-purchase evaluation and share. (2) we divide key point into Doing, Think, Emotional Responses, Customer’s touchpoints, Pain Points, then we build the content of Customer Journey Map by using In-Depth Interviews. In the prepurchase stage： the visitors expect to find an item which is well-known brand and reasonable price, to understand the information of item in high efficiency and to compare the item which is suitable. The emotion shows the positive response and negative response which are co-existence; the main Customer’s touchpoints are cell phone and computer. In the in purchaseing stage： the visitors expect they can make sure the information which they key in, using the method which is more efficient to finish the order; the emotion shows positive response; the main Customer’s touchpoints are and computer. In the post purchaseing stage： the visitors expect to handle the condition of the order, the items can fill their bill. In this stage, the visitors will have ideas that they will purchase in future, and share with their families and friends; the emotions shows positive response; the main Customer’s touchpoints are and computer. According the visitors who bring up the Pain Points and the excellent part, this research will push out the strategy to keep or improve every aspect online by Services marketing 7Ps, to provide consultation to online shop who will improve in future.