The Preliminary Study of Using Service Encounter Information to Improve Service Experience: A Case Study on A Children's Apparel Retailing Chain

服務接觸資訊以改善服務經驗之初探研究-以兒童服飾零售連鎖店之個案為例

克勞迪亞(Claudia Valeria Cruz Orellano)

指導教授 ： 林福仁

國立清華大學/科技管理學院/科技管理研究所/碩士(2008年)

https://doi.org/10.6843/NTHU.2008.00577

摘要

This study investigates an apparel business model and the variables that underlie it. To do so, the study draws a general picture of the challenges of the industry nowadays and how the textile industry has been moving from a product based business to a service based one. Under this scope the crucial aspects of a service operating system are analyzed through three data bases; a clerk’s survey, a customer’s survey and the POS system information. The integration of these data bases allows to capture several variables of the system to study the clerk’s influence on the purchase and the purchase event itself: in which cases a customer purchases a good and in which the customer merely visits the store and leaves.
Tasks such as the research of the behavior of these multi-variable scenarios can be managed through the application of business intelligence. This study adopted decision tree analysis to discover interesting rules that are coherent with the general picture of the industry and the current trends.
Indeed, the rules reach to a clear conclusion; the clerks in the apparel retail stores are critical. The help they provide, and their responsiveness towards the customers’ behavior can definitely change the performance of the store.

關鍵字

business intelligence ； service experience ； data mining ； apparel industry ； decision tree analysis

並列摘要

無資料

並列關鍵字

business intelligence ； service experience ； data mining ； apparel industry ； decision tree analysis

參考文獻

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Jin B, (2004). Apparel industry in East Asian newly industrialized countries: Competitive advantage, challenge and implications. Journal of fashion marketing and management. Vol.8 No. 2.Pages 230-244.

Chen X., Au W-M., Li K. (2004). Consumption of children’s wear in a big city in Central China: Zhengzhou. Journal of fashion marketing and management. Vol.8 No. 2. Pages 154-164.