- 學位論文
「新」零售走向「心」零售之顧客體驗旅程地圖之建構與服務策略
Construction and Service Strategy of Customer Experience Journey Map for “New” Retail to “Mind” Retail
摘要
全球新零售模式紛紛快速轉型，對現有零售造成重大影響，使零售業者遇到轉型上的困難，業者如何突破營運模式並進行轉型，成為業者一大課題。為了提高顧客為中心的服務策略，而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新零售顧客購物決策的過程，首先以文獻分析法建構顧客旅程地圖框架，再利用深度訪談法進行內容分析探討地圖內涵。由於國內新零售無人商店快速發展中，未來富涵商機，故研究範圍鎖定為綜合零售業與量販業。個案研究法資料來源為24位曾於體驗新零售無人商店之顧客。 本研究結論採用個案研究法，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）將體驗流程分為體驗前、體驗中、體驗後三大階段。體驗前階段之流程分別為產生動機、蒐集資訊；體驗中階段之流程分為體驗或購買/付款；體驗後階段之流程為體驗評價、體驗分享（2）將關鍵點分為目標、行動、接觸點、想法、痛點、滿意度。接著用深度訪談法建構顧客旅程地圖之內涵，體驗前階段：受訪者的目標最期望能搜尋體驗新科技，並且瞭解商店資訊；接觸點以手機及電腦為主。體驗中階段：受訪者期望商店能提升購買效率；接觸點以手機為主。體驗後階段：受訪者期望能更有效學習新科技的使用方式，受訪者在此階段產生向親朋好友分享之想法；接觸點以手機為主。根據受訪者提出之痛點及想法的部分，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，提供給零售業者做為未來服務改善時的參考依據。
並列摘要
A new retail mode in whole world transform quickly, effect momentous to the old retail mode, it makes a lot of ordeal for Retail industry, how to break through the business model and transform successfully, become the most vital problem to the vendor. In order to promote the service strategy as major of customer, the Customer Journey Map is the easiest way to figure up customer’s thought and the actual behavior. Therefore, this research is about concept of the Customer Journey Map to investigate the customer’s purchasing decision procedure in new retail. First of all, we use Document Analysis to construct the Customer Journey Map framework, then explore the content of Customer Journey Map with In-Depth Interviews, because of the New retail unmanned store in domestic is developed quickly, rich in a business opportunities in future, the field of research’s target setting on comprehensive retail and volume retail, Case study’s data comes form 24 customer who has experience in New retail unmanned store. The result of this research use Case study, develop the framework of Customer of Journey Map by Literature Review divides into 2 parts of experience procedure and key point. (1) Divide the experience procedure into 3 phase, before, during, and after experience, having Motivation, Information search is in before stage. During stage include experience or consumption. After experience are receive and sharing. (2) Distinguish the key point into target, action, contact point, opinion, pain point and satisfaction, then use In-Depth Interview to construct Customer Journey Map’s content. Before experience stage, interviewee hope can search, try new technology, and know the information about unmanned store, they use cell phone and computer to be their main contact point. During experience stage, interviewee wish can promote their purchase efficiency, cell phone is the main contact point. After experience, interviewee expect learn the way to use new technology’s more effective. In this stage interviewee have an idea which is share to their friend and family, cell phone is still their main contact point. According to the pain point and idea who give from interviewee, this research use The Marketing Theory of 7Ps to give advice how to keep and improve every point about online service, provide for retail industry be their reference to improve in future.
參考文獻
延伸閱讀
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