虛實整合經營型態之顧客服務研究─Clicks vs. Bricks

The Study of Customer Service for Clicks-and-Mortar Business

陳宜菁(Yi-Ching Chen)

指導教授 ： 王小惠

元智大學/資訊學院/資訊傳播學系/碩士(2003年)

摘要

在顧客消費習慣改變與多重通路變化、電子商務技術衝擊的大環境下，虛實整合的經營型態(clicks-and-mortar business)可預見為零售產業未來重要的經營方式。從發展歷程來看，不管是從實體發展網路商店或從網路發展實體商店的整合，提供多通路整合服務將是維繫顧客關係重要的利器！
本研究為一探索性研究，採用質性研究法，運用多重個案進行分析，目的在：(1)發掘國內兩種虛實整合方式的零售業在整合服務要素上的同異。(2)對不同虛實整合發展歷程的企業，提出多通路服務的設計建議。
研究結論建議為：
(1)當前的虛實整合服務在功能上都呈現互補的支援效益，普遍以提昇現有服務內容為策略。建議應整合多通路的顧客資料庫，從中發展加值服務。
(2)不同虛實整合發展歷程的企業，交易前服務要素皆差異不大，以「方便性」與「時間性」要素為主；交易中與交易後的服務要素明顯呈現差異，從實體發展至虛擬的服務要素首重「時間性」；從虛擬發展至實體的服務要素首重「可靠性」，如「售後服務」與「商譽」。建議前者應運用自動服務科技系統增強回應速度；建議後者應強化品質保證的承諾與培養顧客對商譽之信心。
(3)在規劃多通路服務設計時，不同虛實整合發展歷程的企業，除了「滿足服務要素」以外，應注意「商品特徵」與「顧客個人消費習慣」的差異，掌握「服務接觸點」的互動。

關鍵字

虛實整合 ； 多通路零 ； 顧客服務 ； 服務設計

並列摘要

Under the circumstance that the customer behavior shifting, multiple channels application, and developing of the e-commerce technology, clicks-and-mortar business will be the most important business in the future. From the development history, no matter from bricks-and-mortar business to web store or from web store to bricks-and-mortar business, to supply multi-channel integration service is the most important way to connect customers.
This is an exploratory research, with qualitative method and multiple cases for analysis, in order to investigate the differences of integrated service factors between two clicks-and-mortar retailed business in Taiwan, moreover, to give suggestions of multi-channel services design for different stages of clicks-and-mortar business.
The conclusions of this research are:
(1) The existing clicks-and-mortar integrated services are focusing on the service contents with exchangeable service functions. We suggest integrating the multi-channel customer database to develop value-added service.
(2) The major factors in pre-sales services are “convenience” and “time”, with no significant difference within different stage of clicks-and-mortar business. Meanwhile, the factors of services for sales and after-sales show significant differences. The major factor of services from bricks-and-mortar business to web store is “time”, on the other hand, the major factor of services from web store to bricks-and-mortar business is “dependability”, such as “liability of services” and “brand reputation”. We suggest that the former should apply an interactive automation system to increase the response, the later should enforce the quality assurance and faithful brand reputation.
(3) When planning multi-channel services, clicks-and-mortar business should fulfill the factors of services and notice the differences between “product characteristics” and the “customer behavior”. The interaction in customer touch points needs to be concerned.

並列關鍵字

Clicks-and-Mortar ； Multi-Channel Retailing ； Customer Service ； Service Design

參考文獻

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