Full Service Process Design of Customer O2O Journey Map for Omni-Channel

• Main Authors: Yun-Yi Chou, 周韻儀
• Other Authors: 林心慧
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/32c44c

碩士 === 國立臺中科技大學 === 流通管理系碩士班 === 106 === Recently the rapid development of mobile device and mobile internet is affecting channel operational environment and consumer’s life. Consumer could receive personal purchase experience through any devices and channel at anytime or anywhere. The omni-channel, as an emerging trend in retail. The diversification of channel on the highly competitive, Omni-channel how to break through the industry is a major issue. This study was conducted to explore Customer Journey Mapping in Omni-Channel, can appreciate customers’ needs, feelings and thoughts from customers’ perspectives more effectively. The method of this study use the case study to develop the Customer Journey Mapping structure. By gathering literature review this study sums up the proposed framework into Customer Journey Mapping, six journey stages and eight key components in application. The journey stages of generate motivation, search information, evaluation and trial, purchase process, sharing experience, postpurchase interaction. The key components of goal, action, touchpoint, emotion, thought, pain-point, satisfaction, service innovation. In-depth interviews with 20 consumer of skincare products. The results shows touch points with consumers, consumer could receive diverse services online channel, offline channel or even social media, these multiple channel formats in different purchasing phases, which customers can shop and experience across channels, anywhere and at any time. However, customers’ services quality are still not yet satisfied. In addition, this research provides full service process design of Omni-Channel for enterprise, and could be referred in the field of service marketing strategy.