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題名:依顧客體驗之要因在顧客旅程中改善行銷策略:FL-D方法
作者:何森田
作者(外文):HER, SEN-TIEN
校院名稱:國立高雄科技大學
系所名稱:管理學院博士班
指導教授:徐村和
學位類別:博士
出版日期:2022
主題關鍵詞:資源基礎理論競爭優勢理論以顧客為中心行銷策略顧客旅程顧客體驗關鍵成功因素模糊語意偏好關係法決策試驗與評估實驗室決策試驗與評估實驗室為基礎的網絡分析Resource-Based TheoryCompetitive Advantage TheoryCustomer-focusedMarketing StrategyCustomer JourneyCustomer ExperienceKey Success Factors (KSF)Fuzzy Linguistic Preference Relations (Fuzzy LinPreRa)DEMATELDANP
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  資源基礎理論指出公司核心資源能增強其行銷策略而獲得競爭優勢,且行銷策略之制定需以顧客為中心。從顧客旅程中改善行銷策略是企業之重要問題,然而該問題在過去的相關研究似乎未受到重視。因此,本研究旨在探討如何從顧客體驗中分析出關鍵成功因素與它的最主要影響因素,並以這兩項重要因素在顧客旅程中改善行銷策略。
  從顧客體驗之角度構建顧客體驗層級架構,藉以發展問卷。開發以模糊語意偏好關係法(Fuzzy LinPreRa, FL)為基礎的DEMATEL、DANP和DP (Fuzzy LinPreRa-based DEMATEL, DANP and DP, FL-D),它是創新的混合模糊多準則決策分析方法。首先、運用Fuzzy LinPreRa為基礎的DEMATEL,分析星巴克顧客體驗層級架構各因素的相互影響關係並繪製影響力網絡關係圖(INRM)。第二、Fuzzy LinPreRa為基礎的DANP,用於分析星巴克顧客體驗層級架構中之關鍵成功因素。第三、Fuzzy LinPreRa為基礎的DP,用於分析星巴克顧客體驗層級架構中各準則之績效。第四、分析結果「香氣誘人」是關鍵成功因素,且有0.5889分之績效缺口需要改善,而「香氣誘人」的最主要影響因素是「新鮮的」。據此,訪談重度消費者期望在顧客旅程中的哪些接觸點?用什麼方式?獲得「香氣誘人」改善後之體驗。彙整訪談逐字稿進行內容分析後,制定在顧客旅程中改善行銷策略之方案。最後提出結論並指出研究侷限與未來之研究建議。
  開發更簡便、快速且實用之FL-D方法,藉以探討星巴克顧客體驗層級架構中各因素的相互影響關係、關鍵成功因素及績效,這些對方法論及行銷策略管理提供了理論貢獻;從顧客旅程中制定改善行銷策略之方案,這對於企業在達成提升品牌形象與績效之策略目標提供了實務貢獻。整體而言,本研究創造了新的方法論、理論背景與實證檢驗結果。
  Resource-based theory suggests that a company's core resources can be used to enhance its marketing strategy and achieve a competitive advantage. Since a marketing strategy needs to be customer-focused, improving marketing strategies from the perspective of the "customer journey" is an important issue for companies, but this issue seems to have received little attention in past research. This study consequently seeks to investigate how to identify the key success factor, and its main influencing factor, on the basis of customer experience, and use these two key factors to improve a company's marketing strategy, so that it better addresses the customer journey.
  This study first constructed a hierarchical customer experience framework reflecting the customer experience, and used this to draft a questionnaire. We developed a fuzzy LinPreRa (Linguistic Preference Relation) based DEMATEL, DANP, and DP (FL-D) method, which is an innovative hybrid fuzzy multi-criteria decision-making (HF-MCDM) method. Fuzzy LinPreRa-based DEMATEL was then used to analyze the relationships and mutual influence of various factors in Starbucks' customer experience framework, and draw an influential network relation map (INRM). After using fuzzy LinPreRa-based DANP to determine the key success factor in Starbucks' customer experience framework, we employed fuzzy LinPreRa-based DP to analyze the performance of each criterion in this framework. Analysis revealed that "appealing aroma" is Starbucks' key success factor, but there is a performance gap of 0.5889 points that awaits improvement, and the main factor influencing "appealing aroma" is "freshness". Based on this knowledge, we conducted interviews asking such questions as what touchpoints do customers expect in the customer journey. What methods do they hope will be used? How does an "appealing aroma" improve customers' experience? After aggregating the interview transcripts and conducting the content analysis, we provide proposals for improving marketing strategies reflecting the customer journey. Lastly, this study presents conclusions, research limitations, and recommendations for future research.
  In this study, we developed a simpler, faster, and more practical FL-D method, and used this method to investigate various factors' mutual relationships, key success factors, and their performance in Starbucks' customer experience framework. This study therefore makes theoretical contributions to both research methodology and marketing strategy management. In addition, the proposal of plans for improving marketing strategies from the perspective of the customer journey makes a practical contribution to enterprises that wish to achieve the strategic goal of enhancing their brand image and performance. This study's overall achievements thus include creation of a new methodology, provision of theoretical background, and establishment of empirical verification results.
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三、網路部份
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