以顧客旅程觀點探討顧客忠誠之形塑-以OTT影音平台消費行為為例

Exploring the Formation of Customer Loyalty from the View of Customer Journey–OTT TV Consumer Behavior as an Example

鍾雅晴(Ya-Ching Chung)

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/NTU202101297

摘要

本研究探討OTT 影音平台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性之旅程類型，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OTT 影音平台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23-28歲具OTT 影音平台消費經驗之使用者作為研究對象。本研究將顧客區分為三種分群，分別為「慣性放縱者」、「自律舒壓者」與「恣意爆肝者」。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。本研究分析核心需求後界定每群顧客之顧客旅程類型，發現其中兩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甚少探討之不順暢顧客旅程，仍然能使消費者不斷進入忠誠迴路，形成忠誠。筆者更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OTT 影音平台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。未來研究可聚焦其他消費領域之質性研究或量化研究，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 ； OTT 影音平台

並列摘要

This research explores how the type of customer journey in the OTT TV consumption field influences the formation of customer loyalty. Most of the literature on customer journey in the past has observed smooth journey type, suggesting that brands should adopt simple, efficient and predictable design principles. However, they have not further explored the special consumer behaviors that may appear in different consumption field. Therefore, this research adopts qualitative exploratory research methods, focusing on all possible customer journey appearances in the OTT TV consumption field, and thoroughly analyzing the characteristics and needs of each appearance.
First, we review the literature on customer loyalty and customer journey, and collect the current marketing activities of OTT TV brand. The study conducts in-depth interviews with users aged 23-28 with OTT TV consumption experience as the research objects. This research divides customers into three sub-groups, namely " inertial indulger ", "self-disciplined reliever " and "hedonic rewarders" to understand the behavior patterns of each group in the five stages of the customer journey, and to interpret the in-depth consumer needs and core values . After analyzing the core needs, this research defines the type of customer journey for each group. It is found that two of three groups show characteristics of sticky customer journey, and only one group presents characteristics of smooth customer journey. It is also found that even characteristics of sticky customer journey can still make consumers enter the loyalty loop continuously, forming loyal customers. Furthermore, the author gives marketing management suggestions for the contact points at each stage, which is the practical contribution of this article.
In addition, this research also undertakes academic aspects. First, this article conducts an empirical study on the sticky customer journey in the consumption field of OTT TV to close the academic gap. Second, this research provides marketing strategy recommendations according to different groups in different journey stages. And it is found that the design direction of the marketing recommendations is highly in line with the major principles of service design 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 even the same group of customers does not always present the characteristics of a single journey type, and there may be exceptions in different stages. In the future, qualitative research or quantitative research can focus on other consumer fields, and continuously explore the formation of the customer loyal journey.

並列關鍵字

customer journey ； customer loyalty ； smooth customer journey ； sticky customer journey ； OTT TV

參考文獻

中文文獻

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