以顧客旅程觀點探討顧客忠誠之形塑–以快時尚消費行為為例

Exploring the Formation of Customer Loyalty from the View of Customer Journey–Fast Fashion Consumer Behavior as an Example

呂皓庭(Hau-Ting Lu)

指導教授 ： 謝明慧

國立臺灣大學/管理學院/國際企業學研究所/碩士(2021年)

https://doi.org/10.6342/NTU202101293

摘要

本研究探討快時尚消費領域中顧客旅程類型影響顧客忠誠之形塑方式。過去研究顧客旅程之文獻大多觀察出順暢特型之旅程類型，建議品牌採取簡單、效率且可預期的設計原則，卻未進一步探討不同消費領域中可能呈現的特殊消費行為。因此，本研究採用質性之探索性研究方法，聚焦快時尚消費領域中所有可能呈現的顧客旅程樣貌，並深入頗析每種樣貌之特性與需求。
首先回顧顧客忠誠與顧客旅程之相關文獻，並同時蒐集領域內品牌之現行行銷活動，再深度訪談21-26歲具快時尚品牌消費經驗之女性作為研究對象。本研究將顧客區分為四種分群，分別為「時尚增進者」、「穩健百搭者」、「享樂犒賞者」與「解決機能者」。了解各群顧客於旅程中五個階段的行為模式，並詮釋各群之深度需求與核心價值。再者界定每群顧客之顧客旅程類型，發現前三群顧客皆展現不順暢顧客旅程之特性，僅一群呈現順暢顧客旅程，更發現即使是以往文獻理解甚少之不順暢顧客旅程，仍然能使消費者不斷進入忠誠迴路，形成忠誠。筆者針對各階段接觸點給予行銷管理建議，係本篇實務貢獻所在。
再者，本研究亦對學術面有所承接，首先，本篇選取快時尚消費行為執行不順暢顧客旅程之實證研究，關閉學術缺口；其二，本研究根據不同分群顧客給予細分至每階段的行銷優化策略建議。而行銷方案之設計方向，高度符合前人提出之服務設計大原則，驗證並延續了前人研究發現；最後，本篇針對顧客旅程進行細部各階段的頗析，以微觀角度發現同一群顧客並非總是完全呈現單一旅程類型之特性，在不同階段中可能有例外行為出現。未來之聚焦其他消費領域之質性研究或量化研究，可延續挖掘忠誠顧客的顧客旅程形塑過程。

關鍵字

顧客旅程 ； 顧客忠誠 ； 順暢顧客旅程 ； 不順暢顧客旅程 ； 快時尚

並列摘要

This study explores how the type of customer journey in the fast fashion consumption area effects the formation of customer loyalty. Most of the literature regarding customer journeys in the past has observed smooth customer journey, suggesting that brands adopt simple, efficient and predictable design principles, but they have not further explored the special consumer behaviors that may appear in different consumption areas. Therefore, this study adopts qualitative exploratory research methods, focusing on all possible customer journey types in the fast fashion consumption area, and deeply analyzing the characteristics and needs of each type.
First, this study reviews the literature on customer loyalty and customer journey, and at the same time collect the current marketing activities of a fast fashion brand, and then conduct in-depth interviews with women aged 21-26 who own fast fashion brand consumption experience as the research objects. This research divides customers into four groups, namely "fashion promoters", "stable styler", "hedonic rewarders" and "function solvers". After understanding the behavior patterns of each group of customers in the five stages of the customer journey, this study interprets the in-depth consumer needs and core values of each group. After analyzing the core needs, this research defines the type of customer journey for each group of customers. It is found that the first three groups all exhibit characteristics of sticky customer journeys, and only one group presents smooth customer journeys. It is also found that even the previous literature has little understanding of sticky customer journeys, the characteristics can still make consumers continue to enter the loyalty loop, forming loyalty. The author gives marketing management suggestions at each stage, which is the managerial implications of this article.
In addition, this research also undertakes academic aspects. First, this article selects an empirical study of fast fashion consumer behavior that does not perform smoothly on customer journeys to close the academic gap; second, this study suggests marketing optimization strategy recommendations which are divided into different stages according to different groups of customers. The direction of the marketing plan is highly in consistent of the principles proposed by the predecessors, verifying and continuing the findings of previous studies. Finally, this article analyzes the details of each stage of the customer journey and finds that the same group of customers do not always fully presents the characteristics of a single journey type, and there may be exceptions in different stages. Future qualitative research or quantitative research can focus on other consumption areas to explore the formation of loyalty from the view of customer journeys.

並列關鍵字

customer journey ； customer loyalty ； smooth customer journey ； sticky customer journey ； fast fashion

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