- 期刊
- OpenAccess
無人商店服務品質發展之改善策略模式
The Improvement strategy model of unmanned stores service quality development
摘要
全球走向科技化的階段，而科技化帶給人們快速與便利，無人商店正是科技化代表之一。人們的消費習慣隨著科技的演進逐漸改變，轉而追求簡單的消費模式與多變的購物體驗，這亦讓無人商店已經成為一項重要的零售議題，透過數據更瞭解消費者的購買行為以及與廠商談判的依據。本研究旨在利用層級分析法（Analytic Hierarchy Process, AHP）建構出無人商店吸引消費者的關鍵成功因素，規劃透過訪談曾經到過X-STORE的消費者，作為為主要研究對象，並調查消費者在體驗過無人商店後的感受。此外，利用重要性績效模式（Important Performance Analysis, IPA），提出無人商店服務品質發展的策略模式；以及利用SWOT交叉分析法，根據無人商店服務品質的特性，建構出一套無人商店消費體驗的流程，並提出最佳化的行銷策略建議。
並列摘要
The global trend is towards technology, which brings people efficiency and convenience, with unmanned stores being one of the representatives of technology. With the evolution of technology, people's consumption habits are gradually changing to simple consumption patterns and diverse shopping experiences, making unmanned stores an important retail issue, as well as a basis for negotiations with manufacturers through data to better understand consumers' purchasing behavior. The purpose of this study is to use the Analytic Hierarchy Process (AHP) to identify the key success factors in attracting consumers to the unmanned store, and to interview consumers who have been to the XSTORE as the main target group to investigate the consumers' feelings after experiencing the unmanned store. In addition, by using the Important Performance Analysis (IPA) model, this study proposed a strategic model for the development of the service quality of the unmanned store; moreover, by using the SWOT analysis, we construct a process for the consumer experience of the unmanned store based on the characteristics of the service quality and proposed an optimal marketing strategy.