| Summary: | 碩士 === 長榮大學 === 經營管理研究所 === 104 === Despite the service in the clothing industry evolved with time, companies within industry are still presenting similar products with less market segmentation. In view of the harsh market competition and product choices, UNIQLO gained profit from adopting customer-oriented service marketing, to survive and become prosperous in the clothing industry.
This research starts from the service design and science, and was based on literature review and customer journey map, to search for pain points with in-depth interview, and further brought up service innovation and service blueprint for UNIQLO as a reference for other practitioners. Viewing both of the opinions from customers and company, this research brought up following propositions:
1. The most complaints about UNIQLO from customers are the insufficient space and chaotic space flow.
2. Establish independent Return/Exchange zone, to create better space usage and flow before the checkout counter.
3. Applying App to let customers get immediate clothing information and promotion introduction with new technology equipment.
4. The service in UNIQLO may be refined in service journey, service interaction and supporting system through self-inspection of service blueprint, to thus provide whole-new experience for customers and boost up satisfactions, service innovation should be improved in more than the old-fashioned ways.
Keywords: UNIQLO, Service Innovation, Service Blueprint, Service Science
|
|---|
